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NEW IDEAS
FOR SURVIVING THE CRISIS.

The Seventies marked a difficult period for the
Italian economy.

  • Beppe Lavazza, 1968
  • Photographs of Giuseppe (Beppe) Lavazza — Journey in Brazil with his son Emilio, 1970
  • Pericle Lavazza in the tasting laboratory, 1960s
  • Pericle Lavazza in the Quality Control Department, 1970s
  • Emilio Lavazza’s journey in Brazil with Pericle, 1970s

Beppe Lavazza, 1968

Photographs of Giuseppe (Beppe) Lavazza — Journey in Brazil with his son Emilio, 1970

Pericle Lavazza in the tasting laboratory, 1960s

Pericle Lavazza in the Quality Control Department, 1970s

Emilio Lavazza’s journey in Brazil with Pericle, 1970s

1970-1971 stock book and notebook Emilio Lavazza

Coffee consumption also dropped. It is precisely during crisis periods that innovation is needed.
#innovation

After Pergamin and the tin, the vacuum pack brought the full aroma of Lavazza coffee into Italian homes.

The first coffee to be packed in this way for retail sale, in 1971, was Qualità Rossa which is even today one of the Italians’ favourite blends.

Qualità Rossa - Pack - 1971
Citation

Forward-looking studies and researches.

Logo - “Il caffè espresso al bar la macchina espresso” - 1983

And that’s not all. The world’s largest coffee school existing today was created during that period, in 1979, under the name Luigi Lavazza Center for Studies and Research into Coffee.

Today, the Lavazza Training Center continues to provide training and promote innovation and disseminate the espresso culture throughout the world.

Training Center - meeting room 1

Sketches of adverts featuring actor Nino Manfredi