Thursday 26 May 2022

Lavazza, the world’s seventh coffee roaster, at Anuga for the first time

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Lavazza will participate in the 33rd ANUGA fair, the world’s largest food&beverage trade fair. The event is being held in Cologne from 10 to 14 October. Anuga is the fifth largest trade fair in Europe with 11 pavilions covering a total area of 284,000 sqm and is held every 2 years.

The previous edition of the fair was attended by about 155,000 people from 187 countries who visited the stands of 6,777 exhibitors.

“Lavazza’s presence at Anuga illustrates the company’s strong intention to promote its Food Service and Home range of products,” states Mauro Mantovani, Group Chief Commercial Officer, “giving a central role to new products and conveying to visitors the leadership and brand experience of Lavazza, the globally renowned Italian brand, a benchmark for quality, offering an innovative and comprehensive range for all segments.”

At Anuga, Lavazza will be present at two different locations to offer the best of its wide product range. In Pavilion 2.2 Lavazza has a 340 sqm stand dedicated to Lavazza’s comprehensive range of products for the HoReCa and Home channels.

For the FoodService segment the focus will be on: Lavazza coffee Specialties and Origins: iTierra!, Kafa and Etigua, concrete examples of Lavazza’s sustainable commitment and painstaking search for the best coffee selections.

There will also be corners dedicated to Lavazza’s Filter Coffee range and the Classic coffee-based recipes (Espresso, Cappuccino, Latte, CaffèCrema and Cremespresso). BLUE – Best Lavazza Ultimate Espresso products will instead be presented in the HoReCa area, together with the Filter range and Whittington Teas. Lavazza’s main products for home consumption will be presented in the same stand: from the filter range to Prontissimo instant coffee, from blends to the A Modo Mio system home espresso range.

Lavazza is not just a range of products but is also and above all expertise and experimentation in the field of coffee, thanks to the wealth of knowledge and expertise built up over 120 years in the coffee business. Lavazza is actually celebrating this anniversary in 2015.

For this reason, Lavazza is organising at Anuga, every day at 11.00 AM and 4.00 PM, two workshops held by representatives of the Lavazza Training Center, which since 1988 has been dedicated to training and product innovation.

Today, it has turned into an extensive network counting more than 50 centres worldwide. It trains professionals working in the industry, disseminating and preserving the culture of authentic Italian espresso, whilst also conducting ongoing research into new and original coffee-based recipes. The two daily workshops will feature the Lavazza Kafa blend in combination with several of recipes of the pastry chef Loretta Fanella.

Each participant will be given a score card and everything they need for tasting. The aim is to recognise the aromatic bouquet of Kafa and perceive the differences in the various preparations (filter, espresso and cappuccino).

The tasting session will first present Kafa as a Chemex filter coffee in combination with a crumbly caramel biscuit, then in an espresso version combined with an apple tart filled with cherry jam, and finally a Cappuccino together with a chocolate dessert with mango jelly.

Lavazza’s second location at Anuga is a 60 sqm concept bar situated in the Fair’s Boulevard and conceived by designer Fabio Novembre, who had already created the concept of Lavazza’s presence in the “Piazzetta del caffè” at Milan Expo 2015, where Lavazza is the Italian Pavilion’s official coffee.

At the concept bar conceived by Studio Novembre, visitors to Anuga can taste a real Italian Lavazza espresso, find the complete classic range of coffee-based recipes and discover the images of Lavazza’s 2016 Calendar “From Father to Son.”

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