Lavazza wants to lead ed­u­ca­tion drive on Cof­fee

CateringNews Middle East - - Event Review -

Ital­ian cof­fee com­pany Lavazza is de­ter­mined to lead the drive to ed­u­cate the GCC mar­ket on cof­fee.

That was ac­cord­ing to Karim Merhi, mar­ket­ing man­ager at Lavazza, who was speak­ing to Cater­ing News Mid­dle East at Gul­food.

“As a 120-year-old com­pany we be­lieve we have a big role to play in ed­u­ca­tion, we are al­ready see­ing so many new play­ers, mainly Ital­ian, who are try­ing to fol­low in Lavaz- za’s foot­steps in the mar­ket here,” he said.

“Cof­fee is only a semifin­ished prod­uct, you are not sell­ing a prod­uct that is be­ing con­sumed im­me­di­ately, you need to be sure that who­ever is us­ing it un­der­stands what ex­actly is the blend and how do you pre­pare it.”

He said that hav­ing the best prod­uct on the mar­ket will not help if the per­son us­ing does not un­der­stand how to get the best from it.

“We are build­ing aware­ness and in a cou­ple of years hope­fully we will be­come lead­ers in this mar­ket,” he said.

Lavazza was also at Gul­food to pro­mote a new range of prod­ucts.

“This year we have launched a new prod­uct Tierra Ori­gin – this is go­ing along with the new trend for spe­cial­ity cof­fee and sin­gle ori­gin prod­ucts,” he said.

“We have launched Tierra Brazil which is a sin­gle ori­gin of Brazil, it’s more about the in­tense taste. The sec­ond prod­uct is Kafa – from Ethiopia, it’s one of the most premium prod­ucts we have to­day, it comes from a farm that has been awarded global her­itage by UNESCO.

“It only gives us crops once a year in Fe­bru­ary. This is how premium and se­lec­tive this prod­uct is, this is re­ally is our crown jewel at Lavazza.”

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