History of Lavazza

The origins of Lavazza (1895)

In 1895 , in Turin, Luigi Lavazza opened a small grocery store called Drogheria Lavazza . Very quickly, he was passionate about coffee and is interested in his various provenances. He experiences the art of the Blend , an innovative practice for the time which consists in mixing grains of various origins in order to obtain harmonious and constant flavors. This ability to create unique mixtures becomes the imprint of Lavazza and the foundation of its future success. In Italy at the end of the 19th century, where coffee was still a luxury reserved for an elite, Luigi Lavazza managed to democratize the consumption of quality coffee from a wider clientele.

Family business structuring (1927–1950)

Faced with activity growth, Lavazza goes from a simple shop to a real business. In 1927 , Luigi Lavazza founded Luigi Lavazza Spa , a family company where his children actively participated. During the difficult years of the interwar period and despite the scarcity of raw materials during the Second World War, the family managed to maintain its activity. This period forges the identity of Lavazza, made of perseverance, passion for the product and loyalty to very high quality standards. This solidity sets the basics of its future expansion, in an Italian context where the cultivation of coffee continues to anchor in daily life.

Industrialization and product innovation (1950–1970)

From the 1950s , Lavazza entered the era of industrial production. The company modernizes its facilities while preserving its artisanal know-how. Torinese settimo factory in 1957 marks a turning point, allowing a massive increase in production capacities. Two years later, in 1959 , Lavazza innovated by launching the coffee -free ground coffee , a revolution in the conservation of coffee. This new packaging mode guarantees the freshness and quality of the product over the long term, thus meeting the needs of an Italian society in full mutation, more and more attracted by uncompromising practicality on quality.

The affirmation of a national mark and the opening up to the international (1970–1990)

During the 1970s and 1980s , Lavazza confirmed its role as a leader in the Italian market. Its flagship products, like Qualità Rossa and Qualità Oro , become essential references in homes. At the same time, the brand begins to export outside Italy, starting a phase of internationalization which will intensify in the following years. Lavazza advertising campaigns, often creative and striking, contribute to establishing the image of the brand as synonymous with conviviality, pleasure and Italian tradition. Lavazza thus becomes a national emblem, while preparing its entry into European and world markets.