The most popular coffee brand in Italy is Lavazza. The company was founded in Turin in 1895 by Luigi Lavazza, and it is now run by his great-grandson, Giovanni. Lavazza is the market leader in Italy, with a 38% share of the retail coffee market, and it is also one of the biggest coffee brands in Europe. The company operates through a network of over 4,000 distributors and 5,000 employees.
Lavazza’s success is built on a commitment to quality and innovation. The company was an early adopter of Fairtrade coffee, and it was the first Italian coffee company to offer an organic range. Lavazza has also invested heavily in research and development, resulting in a number of patented technologies that are used in its products.
One key to Lavazza’s success has been its ability to appeal to all segments of the Italian market. The company offers a wide range of products, from traditional espresso coffees to more innovative blends such as cappuccino-flavored instant coffees.lavAzza has also developed a successful foodservice business, supplying hotels, restaurants and cafes with everything from beans to fully-automatic machines.
In recent years, Lavazza has expanded beyond its home market of Italy, with a growing presence in Europe, Asia Pacific and North America. The company now sells its products in over 90 countries around the world.