Coffee. It is a common component most people intake to begin their day. It is the second most traded commodity in the world. A product that was banned many centuries ago is now consumed by the masses. One brand in particular has been an innovating leader in producing the finest blends of coffee for over a century.
Lavazza was founded in 1895 by Luigi Lavazza in Turin, Italy. Labeled “Italy’s Favourite Coffee”, they are credited with inventing the concept of blending different types of coffee from various geographical areas. It all started when Luigi opened the first Lavazza grocery shop in Via San Tommaso in Turin. After World War I, the success was increasing spectacularly and it turned into a small business. It was also around that time Lavazza began to use pergamin, which are packs for coffee with two layers of paper to help maintain the fragrance of the coffee. This resulted in households being able to purchase greater quantities of coffee that they can store at home for a few days. Following that, in 1950, pressure vacuum packed tins began being used to better preserve coffee, both the flavor and the aroma. This made wider distribution possible given how much longer coffee can be conserved. Both methods were later combined to create vacuum packs and coffee was packed this way for retail sale beginning in 1971.
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Lavazza’s passion extends beyond coffee. They intermix coffee with art. They present extravagant photographs with lavish images. Back in the day, Luigi Lavazza’s son Giuseppe Lavazza was attending an artistic function where he met artists and asked them to design collections of Lavazza stickers. In 1992, Lavazza created their first calendar after Giuseppe encountered famed fashion photographer Helmut Newton. Not only is Lavazza known for having impeccable taste in coffee, they are also known for their acute taste in bold and daring promotional photographs. Other photographers aside from Newton who have partaken in taking photographs for the Lavazza Calendar include David LaChapelle, Annie Leibovitz, Ellen Von Unwerth, Eugenio Recuenco, and Erwin Olaf.
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Four generations later, the Lavazza family still owns and operates the company today. They continue to innovate and take things to the next level. They are progressive pioneers. They are true trailblazers. Recently, Lavazza was the first to take Italian espresso into space on the International Space Station in association with Argotec and the Italian Space Agency. For those of us still on Earth, they have compact espresso machines that can be used at home or in the office. Simply insert the capsule into the machine and voila! You have a fresh cup of Lavazza to indulge in at your convenience. There are many capsules to choose from including espresso, milk, lemon tea that with leave you licking your lips, and peach tea that will tickle your tongue and feel as if you are having an actual peach. The taste of Lavazza is incomparable and a savory treat.