The growth of Lavazza is a success story that spans the twentieth century, beginning with Luigi Lavazza in his drugstore in Turin, Italy. A self made man, Luigi Lavazza must have foreseen the future. Although coffee was only a marginal part of his business, he took a keen interest in the product, developed the ability to judge raw coffee beans, and created fine roasts and blends.

During the First World War, sons Mario, Guiseppe and Pericle joined the firm. By the war's end, father and sons concentrated on roasting coffee rather than dealing in raw beans, and the business soon expanded throughout the Italian Piedmont. By the 1950's, production had grown to over a 100 tons a month and a new facility was built on Corso Novara. In the early 1960's, the production cycle was fully automated, resulting in Paulista, the first long lasting vacuum packed ground coffee. The modern Settimo Torinese complex soon followed applying the latest technology to a full range of products for all professional and consumer needs.

The company's dominance of the Italian market was now secure. With the streamlining of Lavazza's marketing and advertising strategies, the 1980's not only saw domestic sales double, but also expansion into Europe, beginning with a French operating company. Growth continued worldwide, and Lavazza entered the American market with a strong marketing push in 1988.

Today, Chairman Emilio Lavazza and Vice Chairman Alberto Lavazza preside over what can be accurately described as a coffee empire. Production is increasing rapidly, and there is a particular emphasis on the restaurant industry. They believe that every fine meal deserves to end with a fine coffee.

Isn't it time to discover more about Lavazza-both the superb coffee itself, and the successful company behind it?

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