LAVAZZA coffee brand history LAVAZZA opened its first roasting factory

It is reported that LAVAZZA, a well-known Italian coffee brand, is opening its first roasting and packaging plant in the US market.

However, the baking and packaging plant, which builds on the Lavazza Professional plant in West Chester, Pennsylvania, will expand by 1000 square feet from 18000 square feet, and is scheduled to be completed in October.

According to the Coffee Finance Network, Davide Riboni, President and CEO of Lavazza Americas BU, said: "North America is still a strategic growth market for Lavazza Group, and opening this factory in the United States will enhance our competitive advantage. We will serve existing customers more effectively and provide incentives to attract new customers. "

Founded in 1895, LAVAZZA is the top coffee brand in Italy and the third largest coffee roaster in the world, covering businesses such as instant, capsule, coffee beans, coffee powder, coffee machine and so on. In addition, according to the official website of LAVAZZA, LAVAZZA has gradually changed from a grocery store to coffee as the only commodity. After more than a hundred years of development, LAVAZZA has expanded its business footprint to more than 90 countries through subsidiaries and distributors.

As a century-old store, LAVAZZA is known as the godfather of espresso. After the founder Luigi LAVAZZA invented the first bean recipe in 1895, his three sons joined and made the brand bigger and bigger again, until 2015, when LAVAZZA and the Italian space department joined hands to create the first cup of space coffee. LAVAZZA's continuous innovation has made it always at the forefront of the industry and become a well-deserved spokesman for the global coffee industry.

Today, in addition to investing in the US market, LAVAZZA has also been laying out the coffee market.

On April 29th, Yum China Holdings and Italian family-owned coffee brand LAVAZZA announced the establishment of a joint venture in China to achieve the concept of jointly developing LAVAZZA coffee shop in China. Before that, on January 23 of the same year, LAVAZZA and Yum China cooperated to open its first flagship store in Shanghai, China, which is mainly a boutique espresso shop. The business area includes three areas: coffee drink area, coffee design area and dessert area.

However, anyone who has known the coffee brand LAVAZZA should know that the boutique coffee shop mentioned above is not the first store of LAVAZZA in China. Before the launch of the flagship store, LAVAZZA already had several stores in China, but none of them became popular and did not really come into the sight of Chinese coffee consumers, so in a sense. The emergence of the first LAVAZZA flagship store in Shanghai marks the opening of LAVAZZA's first store outside Italy to Chinese consumers.

It should be noted that as the third largest coffee roaster in the world, it is not uncommon to open the first flagship store in Shanghai. The performance after opening the first store is the focus of everyone's attention. According to Dianping data at that time, the coffee categories in flagship stores are mainly divided into Italian style and creativity, and LAVAZZA has ranked first on the list of Shanghai coffee shops in just two months after opening in China. It can be seen that LAVAZZA has achieved good results in its early stages.

On March 8th this year, LAVAZZA's flagship store was visited by the Italian Ambassador to China. After the visit, LAVAZZA opened four new stores in Shanghai, which undoubtedly marks LAVAZZA's re-entry into the Chinese market and will accelerate store expansion. For this year's goal, Yum China and LAVAZZA will accelerate store opening, including exploring multiple storefront forms from flagship stores to mini-stores.

Now, as the godfather of espresso, LAVAZZA has further opened its first baking and packaging plant in the United States, clearly targeting more than just the Chinese coffee market.

* Image source: Internet