It’s a very important time for Italy’s favourite coffee, the drunkest coffee in Italy since 1895, a brand involved in a growing series of important events. From London for Stelle di Stelle to New York for Identità New York., to begin with, the product in the coffee cup is always one: Lavazza. In the Big Apple it’s the first obliged rite as soon as you enter 200, 5th avenue, the headquarters of one of the most visited Eataly stores in the world. The first action for many, with growing queues that immediately stand out.
During our dinners in the UK – now it’s the turn of the Cerea brothers to hold court - Lavazza is most of all Kafa, an espresso named after the region in Ethiopia where the Arabica variety has its origins, so much so that it is from this same place that the word “coffee” comes from.
Mario Batali at the very crowded Lavazza corner inside Eataly New York
In 2010
Kafa was acknowledged as a biosphere reserve by UNESCO. The Arabic variety origins from here because in these areas the climate and the environment are ideal. Genetically, in other words, all the coffee in the world comes from this region, which represents the most efficient certificate of excellence. This coffee is, in other words, the father of all others: pure, noble, original. A luxury product not in terms of matter but of culture. A product rich in character, with a strong structure and an intense floral aroma, to be tasted with great care, the same that British clients need to catch the unique honey and date aftertaste and the significant notes of ripe cherries.
The days immediately ahead are equally very important for Lavazza. At Salone del Gusto the 2015 calendar will be presented with the presence of Carlin Petrini, the founder of the Salone itself and of Slow Food. A surprise of which we still cannot unveil the content.
Most of all,
Lavazza will be the official coffee inside
Padiglione Italia during
Expo 2015, an excellent occasion to tell millions of visitors how it has been “Italy’s favourite coffee” for over 120 years. The Lavazza space will be a place where educational content and values linked to the supply chain, to quality and sustainability will be conveyed. A good way to give value and power to
Sistema Italia through the collaboration with the suppliers of excellent products and strong partnerships.
In this case, the protagonist the centre of the space will be
Lavazza ¡Tierra! Intenso, produced from a 100% sustainable cultivation, born in 2002 from the first social responsibility project of this company. And, within the
Vivaio concept, inside Padiglione Italia an important training programme for young barmen, students from the most important catering schools will also take place. They will be trained and involved in the active management of the
Piazzetta Tematica Caffè and in the welcoming of the guests.
