In 2025, the Italian coffee giant Lavazza will celebrate 130 years of history. Antonio Baravalle, Chief Executive Officer at Lavazza Group, says: “The challenges of today’s global coffee market require us to swiftly adapt to its continuous evolution to succeed. 2024 has been, given the adversities we have had to deal with, the year I am most proud of since I joined the Lavazza Group. We defended our business and strategically developed our operations, strongly focusing on warehouse management through business transformation projects, and we returned to positive cash flow after two years of neutral cash flow.”
The company’s strategy for the future is clear. Lavazza aims to consolidate its omnichannel model in Europe, expand its presence across all channels in North America, and establish a solid foundation in China through strategic partnerships. “We have ambitious goals but also a team ready to exceed them,” Baravalle says. “We look ahead with confidence and determination, aware of the challenges we face but certain that our collective commitment will enable us to overcome them and continue to grow.”