LAVAZZA, which spans a whole century, has a strong Italian traditional family color, passed down from generation to generation and continue to grow. The founder Luigi Lavazza is a natural business expert who devotes his life to the operation of coffee. In the country of coffee, he is a very legendary figure. In 1895, Luigi Lavazza was an old businessman in Northern Italy with 26,000 lira (about 20 US dollars). Torino, buy a small grocery store, Paissaolivero, which is the seed of the kingdom of LAVAZZA. In that era, grocery stores both had the dual roles of producers and retailers. Luigi Lavazza bought raw beans by themselves, and then baked by customers. The coffee that suits the taste of customers. Due to his high interest, he soon mastered every deep skill in the roasting process. After World War I, his three sons, Mario, Beppe, and Pericle, were discharged from the army and joined. LuigiLavazza has also been able to spare no effort to develop retail into a wholesaler, and has taken a big step in success on the road to the coffee kingdom.

However, just as the market started to start, the international situation changed again when the market was full of unlimited business opportunities. World War II broke out, Italy was boycotted by the international alliance, and all supplies could not enter Italy, and the entire Italian coffee market was almost stopped. , but in a difficult environment, Lavazza did not give up his bleak coffee business. Finally, after the war, he survived with only one talented man who dominated the Italian coffee market. In the early 1960s, Lavazza first adopted vacuum packaging technology to preserve the freshness of ground coffee. This move not only rapidly expanded its original production line, but also developed another larger production line in SettinoTorimese to cope with different customers. For orders, Lavazza continues to launch newer flavors and different packaging to build a more prosperous coffee market. In the late 1970s, Lavazza launched a very successful advertisement: "Themoreyoudrinkitdown,themoreitpickyouup", which made Lavazza enter the entire European market and officially became a multinational enterprise. In 1982, LAVAZZA established its first overseas branch in France. The company, followed by Germany, Britain, Austria, the United States and Canada, has successively established branches, with an annual output of more than 100,000 metric tons, becoming the world's largest coffee merchant.

In 1996, Lavazza's R&D department developed a revolutionary Espressopoint, an extremely cutting-edge technology-based technology, which made the operation of a cafe a dream that everyone can realize, and the office is no longer a colony of second-rate coffee, making Lavazza The turnover suddenly increased by 35%, hitting a new peak, with annual output reaching 400,000 metric tons.

Lavazza has become the spokesperson of global coffee and an irreplaceable leader. In Italy, 75% of people are fascinated by him and occupy 45% of the world's market. He has undoubtedly become one of the most successful business examples of this century.