It is notorious fact that Italians can make a coffee. And not only that they can make it, they are very good at it. Because of this, we must mention a company that is a part of that contributed that, when you drink a cup of espresso in Venice under a mild sun in spring, it has that specific Italian taste.
The company is called Lavazza and I am sure that all of the real coffee lovers heard this name. They are very modest when they talk about themselves and they say that they are masters in art and science of coffee since 1895. The founder is Luigi Lavazza, who traveled around the world and was amazed at the coffee plant. The popularity of this beverage in 1895 was rising and he realized that this can be the very profitable business. After his trip to Brazil, his will was determent and the company called Lavazza was born. The year was 1895, and from the foundation up to this day, what separates this company from others is the constant pursuit of perfection and the specific blends created with the mixture of various types of coffee in order to satisfy the taste of every one of us.
Let us take a quick trip in history.
The year is 1927 and the Luigi Lavazza company has a share capital of 1.500,000 lire. They began spreading their business and conquered the province of Turin. Another precedent which they established in the coffee world is Pergamin, a pack with two layers of paper that maintains the fragrance and the freshness of coffee and because of this, they were enabled to sell the larger amount of coffee because this package kept the coffee fresh for several days after opening.
The first Lavazza logo was made in 1946. The creator of this even today recognizable trademark was Aerostudio Borghi in Milan. In these years the company began to film their commercials and in 1950 their slogan „Lavazza coffee, heaven in a cup“ was born.
In 1957 a large plant was built in Corso Novara headquarters which was able to produce over 40.000 kg of coffee in a day. Other industrial growth for this company happened back in 1965 in Settimo Torinese when they opened another roasting plant which was the largest one in Europe.
Now we are in the year 1971. The consumption of coffee dropped, but then the inactivity of the Lavazza company created the first coffee to be packed in vacuum pack (which was very innovative back in those days). The coffee was called Qualita Rossa and it is up to these days one of the Italians favorite bands. In 1979 they opened the coffee school (yes, that is right, it exists) under the name Luigi Lavazza Center for Studies and Research into Coffee in which they continued even today to do the research with coffee flavors, various blends and spread the espresso culture all around the globe.
The vending machines which are normal to see now, gain their roots back in 1989 when the vending sector was formed in Lavazza company. The modern coffee pods you buy nowadays were patented then. Also, the first foreign subsidiary was in France and after that Lavazza Coffees Ltd. Was set up in London in 1990.
The Tierra project established in 2004, which was a part of Giuseppe and Pericle Lavazza Foundation, seeks to improve the living conditions in countries in which the coffee is grown.
In 2015 they celebrated the 120th birthday and sent the espresso onto the International Space Station. So from then, they literally have a coffee in space.
Now, they have a revenue of over 1.47 billion euros, they employ over 2.700 people and they are also the leader in coffee production. Because of the need to follow the modern day marketing types and the online shopping they also offer their product throughout the Amazon website. One of their top rated products is the Lavazza Super Crema Espresso – whole bean coffee with the rating of 4.5 stars (if you visit Amazon, then you know that this rating is very hard to achieve). With a price of 23 $ for a 2,2-pound bag, it is maybe pricey, but you will get a heavenly coffee touch in the morning that will fill up your entire day. It is a blend of coffees with a velvety cream and persistent aroma.
Besides the specific coffee taste, you will catch aromas of honey and almonds. The beans are not over-roasted, the color is like chocolate. With this coffee, you can make cappuccinos and espresso and they will taste like they came from a fancy coffee shop. By the words of the almost every consumer, if you don’t have enough money to spend on your daily coffee, don’t try it because you will be hooked.
There may be other coffee out there that is as good as this, but you will not be able to find it at a grocery store. It is a funny thing, that a lot of American buyers didn’t even hear of this brand before they bought it. They saw the revenue online from European coffee consumers and gave it a go. From that point, there was no turning back for all of them. Also the word of advice, this coffee needs to be grounded first. You don’t need to ground the whole bag, just let’s say one or two handfuls of beans and keep them in a closed container in the freezer.
So, there you go, for a right price comes the right flavor. One thing is sure and that is you will not be disappointed.
Beside the coffee we talked about, this company also produces the coffee capsules and coffee pods (the difference is that the coffee capsules are generally plastic or aluminum cylinders filled with a single serving of coffee and the coffee pod is made from a tea bag-like material with ground coffee packed into the paper pod). The best-selling k-cups are the Gran Aroma, Gran Selezione, Classico, and Perfetto. When it comes to the classic coffee, besides Super Crema Espresso, most famous are the Lavazza Grand Espresso, Caffe Espresso Premium, Lavazza Crema e Aroma and Lavazza Gran Crema Espresso. There are plenty of choices and you will have to find your favorite (just try not to spend all of your earnings on coffee).