Brand History: Lavazza

Italians Know Espresso

Lavazza is Italy’s favorite espresso, with about 75% of Italian families as customers!  The company started in 1895 when Luigi Lavazza purchased a small grocery store in Torino, in northern Italy.  At that time, coffee was purchased raw, then roasted and blended according to customer requests.   Luigi became skilled in the processing of blends and in roasting techniques.  The business expanded to wholesale, his 3 sons joined the firm and by 1927, that grocery store had grown into a specialized coffee production enterprise.  Lavazza introduced the first vacuum-packed ground coffee and was the first to invent coffee “blends”.  The firm would eventually build 4 new plants in Italy.

By the end of the 1980’s Lavazza had subsidiaries in Europe, Great Britain and the United States.  The brand has carried on the tradition of devoting special attention to developing new techniques and products.  Lavazza believes that quality is not ‘controlled’ but rather ‘developed’ through a system of strict procedures around bean selection, roasting, blending and packaging.

Reviews of Lavazza coffees always note the excellent crema, the foam at the top of espresso.  Hard-core espresso folks believe that the crema can indicate the freshness of the coffee, how well the coffee itself has been extracted of its flavorings and the quality of that extraction.  Lavazza has an intense and spicy aroma.

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