x

GETTING BIGGER:
FROM GROCERY SHOP TO A SMALL BUSINESS.

It was just after World War I and Turin was bustling:
the Lingotto plant entered into production for Fiat, and the Lavazza grocery shop
became a small business.

  • Turin postcard, 1931
  • Italian delegation of “coffee specialists” in Brazil, 1934
  • Small vans, 1933
  • Dopolavoro Società Anonima Luigi Lavazza, 1935

Turin postcard, 1931

Italian delegation of “coffee specialists” in Brazil, 1934

Small vans, 1933

Dopolavoro Società Anonima Luigi Lavazza, 1935

120 years: 1927

Luigi Lavazza S.p.A. was formed in 1927, headquartered in Corso Giulio Cesare 65. Luigi Lavazza, his wife Emilia and children Maria, Mario and Giuseppe, known as Beppe, were all present. They set up the Luigi Lavazza company, with share capital of 1,500,000 lire. Lavazza then began conquering the Turin province, thanks to its vehicle fleet and sales network.
#Ideas

citation

Notably, two of the five founders were women, Emilia and Maria.

120 years: 1927

In this same period Lavazza started to use Pergamin: a pack with two layers of paper that maintains the fragrance of coffee.

1927 - Qualità Oro and Qualità Rossa

This enabled households to buy coffee in greater quantities to be kept at home for a few days. It was the first step towards the Lavazza packs we find in shops today.

Album for “Concorso del Leone” sticker collection, 1937