Italian coffee manufacturer Lavazza is to open its first European boutique on 21 October in Brussels. The store mainly focuses on coffee lovers and fans of Italy, who can come around for coffee and unique Lavazza porcelain.
For Italophiles and baristas
Lavazza barista Jeroen Clauwers will lead coffee workshops from the back of the store. He has been a triple finalist in the Belgium Barista Championship and has been with Lavazza since 1997. After several training sessions at the Turin headquarters, he was officially appointed as the first Belgian Lavazza Barista Trainer in 2003.
Luigi Lavazza started the Italian coffee specialist in 1895 in Turin. In his little shop, he specialized in roasting and selling coffee, apparently starting the trend of “blending” coffee. Lavazza pioneered another technique in the 1960s when it was the first Italian coffee maker to vacuum-pack its product.
The coffee-roasting company is still a family business, with the fourth generation now running the show. Alberto Lavazza is its CEO, while Francesca and Antonella Lavazza act as vice presidents. Lavazza is the Italian market leader, while its coffee gets served in 90 countries, totaling a turnover of 1.3 billion euro in 2012.