Lavazza – Part 1

I wasn’t always fascinated with Turin, Italy. More recently, however, this beautiful city crossed paths with my passion for Italian coffee and now I can’t wait to experience it in person. Italian coffee culture is an important part of daily life and experiencing the same love of coffee at home can bring your dreams back to Italy.

Italian Coffee Culture - Lavazza

Lavazza Coffee From Turin

The most important reason for wanting to visit Turin is because of the creation of one Luigi Lavazza and the grocery store he opened in 1895. I have enjoyed Lavazza coffee for a long time, and I’ve written about coffee previously, more than once,  so I feel like it is my duty to make this coffee-based pilgrimage.

If you need another reason and would like to learn more about Torino, please take a look at the Office of Tourism and imagine enjoying an espresso there!

Over the last few years, Lavazza has been growing their reach well beyond Italy and is one of the few Italian coffees available at my local store. Not all the delicious roasting styles, but the name is becoming very well known.

Some of the company history highlights (from their website):

Luigi Lavazza S.p.A. was formed in 1927, headquartered in Corso Giulio Cesare 65. Luigi Lavazza, his wife Emilia and children Maria, Mario and Giuseppe, known as Beppe, were all present. They set up the Luigi Lavazza company, with share capital of 1,500,000 lire. Lavazza then began conquering the Turin province, thanks to its vehicle fleet and sales network.

The first Lavazza logo dates back to 1946, and was created by the Aerostudio Borghi in Milan. 

In the Corso Novara headquarters, Lavazza built its great roasting plant. The innovative and more efficient vertical processing system made it possible to handle over 40,000 kg of coffee a day: this was an absolute innovation for Italy.

In 2004, the Lavazza calendar took coffee into space, with the photographs of Thierry Le Gouès, inspired by Barbarella and the pop and science fiction imagery of the Sixties and Seventies.
On a more personal level, the coffee and culture that you can find with Lavazza is the foundation of my growing love each morning that I brew a 6-cupper full of the Intenso.  

True Italian Coffee Enjoyment

Coffee is an important part of Italian culture and is something that can help you dream about a future trip to Italy or recall fond memories of a previous trip. If you decide to take a trip to Torino, finding a bar that serves Lavazza would make the trip that much better.
I hope you’ll take a minute to enjoy the video above while considering trying this delicious coffee.
I need to come up with a unique closing, but for now I’d like to steal and paraphrase one from Charlie Papazian: “Relax! Have a home brew!” maybe: Calmatevi! Prendete un caffè! (I’ll work on it!)

Italian Coffee Culture - Outdoors Lavazza

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