Lavazza is transformed into an independent, global Group through a multi-brand growth strategy, claiming a place as one of the key players in the global coffee market.
In the last decade, Lavazza has reassessed its organisation in order to face the challenges of a global market and ensure sustainable long-term growth: combining a forward-looking vision with a management-oriented approach, expanding the BoD to include non-family members.
In 2015, a series of acquisitions is initiated with the aim of strengthening the Group's independence and transforming it into a global Pure Premium Coffee Company. It has incorporated leading brands through which it can continue its growth in key countries. In 2015, the Group was joined by Merrild, leader in the Danish and Baltic states. The following year saw the addition of Carte Noire, the coffee company par excellence on the French retail market, which thus became the second most important market for the Group. In 2017 Kicking Horse Coffee came into the Group, the main player on the North American market for organic, fair-trade coffee.
Acquisitions were also made with a view to expanding the B2B sector, strengthening such strategic channels as vending machines and office coffee service (OCS). As a result, the Group was joined by French company Espresso Service Proximité, Mars Drinks (now Lavazza Professional), with the Flavia and Klix systems active in Europe, North America and Japan; and Nims, an Italian company that specialises in the distribution of coffee capsules and espresso coffee machines for domestic use.
With the publication of the first Sustainability Report in 2015, we introduced our integrated CSR approach to all business areas, and in 2017 officially signed up to observe the 17 Sustainable Development Goals set out by the United Nations’ Agenda 2030.
At the same time, we continued our innovation drive, collaborating with Argotec and the Italian Space Agency (Agenzia Spaziale Italiana, ASI) to develop the ISSpresso, a coffee machine designed for the International Space Station. On 3 May 2015, astronaut Samantha Cristoforetti became the first person in the history of mankind to drink an espresso in Space - a truly significant milestone in the history of the company.
Towards the end of the decade, on the 12th of April 2018, we opened the new Nuvola Lavazza headquarters, a physical manifestation of our Group's global stature, capable of creating engagement on a national and global level at the same time.
Today, we continue to lead in Italy and grow in overseas markets, which accounted for 70% of Group revenues in 2020, in line with the figure for 2019. With over 4,000 collaborators across the world and nine manufacturing plants in six countries, we are active in all businesses and distribution channels. We export our passion for coffee to over 140 countries, while maintaining the same values of the small coffee shop that opened over a century ago in the historic heart of Turin.
In 2020, we consolidated our environmental sustainability strategy with the launch of the “Roadmap to Zero”, which aims to neutralise the carbon footprint of the Group’s entire value chain (scope 3). As early as 2020, this ambitious plan had already enabled the elimination of the impact of direct CO2 emissions generated by all company activities, including manufacturing plants, offices, flagship stores and company vehicles (scope 1), as well as indirect emissions deriving from the generation of the electricity, heat and steam purchased and consumed (scope 2).
Still on the subject of innovation, in 2022 Lavazza entered the metaverse, where virtual worlds like Roblox make it possible to create games and organize events, reaching over 50 million daily users. This is the platform on which we launched Lavazza Arena, a videogame that raises the awareness of the Roblox community about environmental issues. Joining the metaverse lets us reach younger generations with the enthusiasm and energy to drive real change, by speaking their direct and engaging language.
The year ends with a new step towards international expansion in France, a key market for our Group. In December, in fact, is signed the acquisition of 100% of the share capital of MaxiCoffee, a company active in the coffee industry with an e-commerce platform, stores, concept stores and training schools. With this operation, we do strengthen our presence within e-commerce, increasing the presence in the B2C market.