1. COMPANY PROFILE
Established in 1895, the Turin-based company has been owned by the Lavazza family
for four generations. Lavazza is one of the most important roasters in the world, a leader in
Italy with a share of the retail market in value of about 48% (source: Nielsen). Lavazza is
present with its distributors and subsidiaries in over 90 countries around the world. With a
turnover exceeding €1.2 billion in 2011, the company operates worldwide in the Home and
Away-from-Home segments.
The history of Lavazza started with a little grocery store opened by Luigi Lavazza in the
historic district of Turin, back in 1895: the small shop specialised in roasting and selling
coffee, and in 1927 it became what is now known as Luigi Lavazza S.p.A. It was Luigi
Lavazza who first invented the concept of the blend, the art of mixing coffee of different
origins. In the early Sixties, Lavazza was the first company in Italy to introduce vacuum-
packed ground coffee, an innovation that was nothing short of revolutionary.
Also during this period, Lavazza began to take its first steps in the world of communications
in collaboration with Armando Testa. The company’s TV commercials broadcast in Italy
starring the characters of Caballero and Carmencita are memorable, and the slogans uttered
by actor Nino Manfredi are unforgettable, particularly the famous “Lavazza Coffee: the more
of it you down, the more it picks you up.”
Photography plays an important role in the company’s communications, with the Lavazza
Calendar, which has been produced since 1992 in collaboration with world-famous artists,
and in 2012 has celebrated its twentieth anniversary together with the masters of photography
who helped to make the Calendar such a success over the years: Annie Leibovitz, Elliott
Erwitt, David LaChapelle, Erwin Olaf, Thierry Le Gouès, Miles Aldridge, Marino Parisotto,
Eugenio Recuenco, Finlay MacKay, Mark Seliger, Albert Watson and Ellen von Unwerth.
Lavazza is distinguished, above all, by quality and innovation. Therefore, it has created the
Training Center Network, an international network of over 45 training centres around the
world, where about 30,000 users each year such as customers, journalists and opinion
leaders can learn how to make an excellent espresso and study everything there is to know
about coffee on a broader level.
Furthermore, Lavazza signed an important five-year agreement with the Turin Polytechnic
Institute for research and development activities and, in October 2010, inaugurated the
Innovation Center, a new area created in the historic Settimo Torinese plant. It houses three
Departments: Research & Development, Machine and System Design & Engineering, and the
Training Center.
In order to consolidate its ties with its homeland, the company has launched an ambitious
architectural project for the new Executive Centre which will be inaugurated in Turin in
2015.

2. The company has a 20 year-long tradition in the production and sale of portioned coffee
systems and products, through Espresso Point and Blue — for the Office Coffee Service,
Vending and Food Service channels — and A Modo Mio, expressly aimed at the home
market.
In 2010 Lavazza acquired a 6% stake in Green Mountain Coffee Roaster Inc. (GMCR), a
leading coffee company headquartered in Waterbury, Vermont (USA), and signed a multi-
year agreement for development and distribution in the USA and Canada with the Keurig®
one cup coffee makers division. Under the agreement, Keurig® shall be the exclusive
distributor of the new Lavazza-Keurig® brewers to be marketed by the end of 2012, which will
be based on the Lavazza A Modo Mio capsule system and will be targeted to the household
market.
Lavazza also owns 100% of Ercom S.p.A., a leading Italian purveyor of premium hot
beverages and mixes for sorbets and cold creams marketed under the Eraclea, Dulcimea
and Whittington brands. Ercom’s excellent products and effective sales force significantly
complemented the range of products and services available to Lavazza’s customers.
Lavazza has 4 production plants in Italy: two coffee roasting plants in Turin and Verrès (Val
d’Aosta), a capsule plant in Gattinara (Vercelli) and a decaffeination plant in Pozzilli. The
company produces 1 million quintals of roasted coffee and more than 2 billion capsules each
year.
Lavazza’s Board of Directors is composed by Alberto Lavazza, President, Giuseppe
Lavazza and Marco Lavazza, Vice Presidents, Francesca Lavazza and Antonella Lavazza,
Board Members. Antonio Baravalle is the Company’s Chief Executive Officer. Pietro Boroli,
Gabriele Galateri di Genola and Antonio Marcegaglia are also Members of the Board of
Directors. In January 2012, Eleuterio Quagliarini and Daniele D’Amuri joined the Group as
Chief Operating Officer and Chief Financial Officer, respectively.