Behind the Beans & Business of Lavazza Coffee

The transcript discusses Lavazza's history, its market strategy to expand in the US, and its focus on distribution rather than coffee shops. It highlights product innovations and partnerships, challenges in the coffee market, and Lavazza's commitment to remaining independent amidst global consolidation.

At what age did the speaker start drinking coffee, and what was the reason?

• At 15, due to family tradition

• At 20, while studying at university

• At 25, after starting a job

• At 18, during a trip to Italy

What is Lavazza's primary goal in the U.S. market?

• To open Lavazza cafes

• To increase international revenue share

• To sell coffee only in Italy

• To focus on coffee shop business

How does Lavazza plan to distribute its coffee in the U.S.?

• Only through online sales

• By focusing on coffee shops

• Through Lavazza cafes

• Via retailers and independent coffee shops

What is one of Lavazza's core business strategies in the U.S.?

• Reducing coffee prices

• Opening new coffee shops

• Partnering for coffee makers and capsules

• Focusing solely on Italian market

What challenge is Lavazza facing in the coffee market?

• High coffee bean prices due to conditions in Brazil

• Lack of brand recognition

• Low demand for coffee

• Overproduction of coffee beans