Established in 1895 in Turin, the Italian coffee company has been owned by the Lavazza family for four generations. Among the world’s most important roasters, the Group currently operates in more than 140 countries through subsidiaries and distributors, with 70%of turnover generated on international markets. Lavazza employs a total of over 4,000 people and in 2020 generated sales of € 2.085 billion. Companies that form part of the Lavazza Group include France’s Carte Noire and ESP (acquired in 2016 and 2017 respectively), Denmark’s Merrild (2015), North America’s Kicking Horse Coffee (2017), Italy’s Nims (2017), and the business of Australia’s Blue Pod Coffee Co (2018). At the end of 2018, following an acquisition, the Lavazza Professional Business Unit was created, which includes the leading Office Coffee Service (OCS) systems Flavia and Vending brand Klix. Lavazza, one of the world’s 100 most reputable brands according to the Reputation Institute, created the concept of blending — or in other words the art of combining different types of coffee from different geographic areas — and this continues to be a distinctive feature of most of its products. The company also has over 30 years’ experience in the production and sale of portioned coffee systems and products. It was the first Italian business to offer capsule espresso systems. Lavazza operates in all business segments: at home, away-from-home and office coffee service, always with a focus on innovation in consumption technologies and systems. Lavazza has been able to develop its brand awareness through important partnerships perfectly in tune with its brand internationalization strategy, such as those in the world of sport with the major tennis tournaments, and those in the fields of art and culture with prestigious museums like New York’s Guggenheim Museum, St. Petersburg’s Hermitage State Museum.