Pan-Latin International Co., Ltd., LAVAZZA, founded in Italy in 1895, is a well-known brand of Italian coffee, focusing on black label espresso and Euro coffee, specializing in coffee sales and agency of diversified enterprises
SPANNING AN ENTIRE CENTURY, LAVAZZA HAS A STRONG FAMILY TRADITION THAT HAS BEEN PASSED DOWN FROM GENERATION TO GENERATION. The founder, Luigi Lavazza, was a natural businessman, devoted his life to the coffee business, in the coffee country, is quite a legendary figure, in 1895 Luigi Lavazza for 26,000 lira (about 20 US dollars), in the old commercial area of northern Italy, in Torino, the old commercial area, bought a small grocery store Paissa olivero, which is the seed of the kingdom of LAVAZZA, in that era, The grocer is both a producer and a retailer, Luigi Lavazza buys his own green beans and roasts a variety of coffees that suit his customers' tastes, and because of his high interest, he soon mastered every aspect of the roasting process, and after the First World War, his three sons Mario, Beppe and Pericle retired from the army and joined him, and Luigi Lavazza was able to develop his retail into a wholesaler. And on the road to the coffee kingdom, take a big step towards success.
However, just when it was just starting to start, seeing that the market was full of unlimited business opportunities, the international situation changed again, the outbreak of World War II, Italy was boycotted by the international alliance, all materials could not enter Italy, and the entire Italian coffee market was almost suspended, but in a difficult environment, Lavazza did not give up the dismal coffee business, and finally after the war, he was the only one left, and a single star dominated the Italian coffee market. In the early 60's, Lavazza was the first to use vacuum packaging technology to preserve the freshness of ground coffee, which not only rapidly expanded his original production line, but also developed another larger line in Settino Torimese. At the end of the 70s, Lavazza launched a very successful advertisement: "The more you drink it down, the more it pick you up", which was catchy, allowing Lavazza to enter the entire European market and officially become a multinational company. In 1982, LAVAZZA established its first overseas branch in France, followed by Germany, the United Kingdom, Austria, the United States and Canada, 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 production of cutting-edge technology, Espresso point, which made the café a dream that everyone could realize, and the office was no longer a second-rate coffee colony, increasing Lavazza's turnover by 35% to a new peak of 400,000 metric tons per year.
Lavazza has become the face of coffee in the world, the undisputed leader, fascinated by 75% of the population in Italy and 45% of the world's market, and has undoubtedly become one of the most successful business models of the century.
