Coffee consumption also dropped. It is precisely during crisis periods that innovation is needed.
After Pergamin and the tin, the vacuum pack brought the full aroma of Lavazza coffee into Italian homes.
The first coffee to be packed in this way for retail sale, in 1971, was Qualità Rossa which is even today one of the Italians’ favourite blends.
Today, the Lavazza Training Center continues to provide training and promote innovation and disseminate the espresso culture throughout the world.