From the very beginning, the entrepreneur focused his attention on the raw materials, as well as having the flash of inspiration on which the company’s success is founded: coffee blends. Lavazza refined recipes through painstaking research, giving rise to the art of blending, and in the early 1900s — 1927, to be precise — it was officially incorporated as a company. Luigi Lavazza S.p.A. started life with five founding members: Luigi Lavazza, his wife Emilia, and their children Maria, Mario and Giuseppe (known as Beppe), with a share capital of 1,500,000 lira.
Inspired by the dynamic environment of turn-of-the-century Turin, the company adopted a corporate policy focused on innovation, which it would continue to pursue uninterrupted for the years to come. It built up a sprawling sales network that went on to cover the entire province with the help of motor vehicles and, later, it experimented with selling packages featuring a special paper that allowed the product to last longer, a foretaste of future packaging solutions.