2004-2006
2004
The fourth generation
Giuseppe, Marco, Francesca and Antonella represent the fourth generation at Lavazza. Aware of
their history and tradition, their objective is to lead the company into the future while
maintaining continuity with the past. At “Salone del Gusto”, Lavazza launches a new product:
¡Tierra!. ¡Tierra! is also its first Corporate Social Responsibility project, completely organised
to launch key initiatives at the economic and social level for the communities of three countries:
Honduras, Colombia and Peru.
Lavazza wins the challenge of the foreign markets
Lavazza can rely on seven foreign subsidiaries and a wide-reaching international distribution
network. Lavazza’s Turin plant is the largest production area in Europe, operating on 73,000 square
meters of space. In Italy, out of 20 million coffee-consuming families, 16 million buy
Lavazza.
