8 min

The journey of Lavazza to Identità Golose 2017

04-03-2017 • Events and sponsorships



It is now time for the 2017 edition of Identità Golose, and Lavazza, partner of this gastronomic event since it first started, is also taking part this year. We will be taking visitors on an experiential journey through ¡Tierra! Origins and Kafa blends, both of which will be celebrated in haute cuisine. True to the theme of the 13th edition of the event, “The strength of freedom: the journey”, Lavazza has set up an exhibition space for enthusiastic visitors that displays a range of precious mono-origins that have been artfully blended to offer an experience of intense flavour, which is both extraordinary and sustainable. Like every trip, each cup has a unique aroma, a perfect combination of taste with the country of origin. Lavazza has participated in Identità Golose right from its first year in 2005, with an exhibition space that speaks of excellence, tradition, innovation and experience, in the search for and selection of the best origins of coffee. The company has always considered coffee as a product of inspiration for chefs: this strong bond with the world of haute cuisine has led to collaborations with some of the most important names in international cuisine.






The Lavazza presence at Identità Golose will feature the precious ¡Tierra! Origins blends from farms in Brazil and Tanzania in the Rainforest Alliance certified organisation, which combine product excellence, respect for the environment and attention to the social impact. Four high-quality, mono-origins are artfully blended to offer an intense, extraordinary and sustainable experience that brings the taste of the country of origin to each cup. ¡Tierra! Origins represents a high-quality coffee , including the prized Lambarì al Conillon Lavato and Cereja Passita with cherries from late-harvested Arabica and beans which are carefully selected and processed in accordance with the highest standards of production and enhanced by a slower, more delicate roasting process. These fine blends come from areas where Lavazza is participating in the ¡Tierra! sustainability project, launched in 2002 and which has involved thousands of coffee growers in Honduras, Peru, Colombia, India, Brazil, Tanzania, Ethiopia and Vietnam. It aims to improve quality of life in the community and environmental conditions by introducing the latest and most profitable production techniques to obtain a higher quality coffee that complies with the required certification standards.




The Lavazza stand at Identità Golose 2017 will also host the special edition of “Kafa”, one of the finest coffees in the world. An exclusive single origin of the highest quality from the forests of Ethiopia, where coffee grows spontaneously with minimal intervention from local inhabitants. The sensory experience of this precious 100% Arabica is as unique as its origin: a marked structure and a bouquet of aromas and scents, in which intense floral notes stand out. The special edition of Kafa is characterised by the evolution of the sensory profile and elegant packaging with distinctive tones and design to emphasise its exclusivity.





Lavazza's events at Identità Golose 2017:




The flagship event of the brand's participation in this year’s Identità Golose will be held on Saturday 4th March – from 5:00pm – 6.30pm in the Sala Gialla 1 – where Lavazza will hold the exclusive Lavazza food pairing aperitif event. On the day that celebrates the host region, Lombardy, chef Cesare Battisti, an excellent interpreter of the Lombard/Milanese tradition at his restaurant Ratanà, will create some recipes to be paired in an unusual way with three drinks prepared by barman Dennis Zoppi, the famous cocktail designer, to amaze, excite and entertain the attending culinary enthusiasts. The multi-sensorial experience offered by ¡Tierra! Origins blends in special combinations, reflects Lavazza’s constant efforts to capture new trends in consumption, such as the art of combining cocktails with good cuisine, all with the common denominator of absolute quality - Lavazza coffee.



The new temple of shared taste and coffee experiences has been designed by Dante Ferretti, a multiple Oscar-winning set designer, creative right-hand man and friend of Pasolini, Fellini and Scorsese. His interpretation of this dreamlike space, which emphasises time as a true value of the 21st century, is sumptuous, but at the same time urban and colourful, in perfect harmony with the philosophy of the cuisine of Zanasi. Born from the collaboration between Lavazza, Mercedes-Benz Italia, Michelin, the Focaccia Group and Medici Style, under the creative direction of Davide Oldani, Brand Ambassador of Lavazza and Mercedes-Benz Italia, Smart Forfood and the Michelin-starred chef will welcome visitors to the event on Monday, 6th March. After debuting at the last Bologna Motor Show, Smart Forfood arrives at Identità Golose with a unique and inimitable recipe, where the passion for gourmet cuisine and coffee excellence combine with the best innovations on four wheels. The result is a “starry” car, which is unique and meticulous in every detail. It is equipped with a real kitchen with induction plate, extractor, fridge, refrigerated bottle holder, crockery, cutlery and worktop, not to mention the super-compact Jolie machine, part of the espresso A Modo Mio system design range, for an excellent cup of coffee.