Lavazza launches its first collection of locally-roasted coffee

Italy’s biggest coffee roaster Lavazza, has announced the launch of Il Mattino Vivace its first pure filter coffee blend to be sourced and processed in India for the domestic market.

Coffee is being sourced from Chikmagalur and Coorg in Karnataka and processed in Lavazza’a manufacturing facility at Sri City in Andhra Pradesh.

The facility at Sri City in Tada began its commercial operations a few weeks ago, Fresh and Honest Cafe Ltd Managing Director Silvio Zaccareo said.

Fresh and Honest Cafe Ltd is a 100 percent subsidiary of Lavazza.

Zaccareo declined to reveal the size of investment made at the factory or the number of employees working in it.

II Mattino Vivace meaning ‘lively morning’ is made from Arabica and Robusta beans roasted for the “at home” segment.

“Lavazza is known the world over for its expertise in art of blending for over four generations. II Mattino Vivace is a result of combining that expertise and our understanding of the unique consumer preferences in Indian market”, he said.

To a query, he said the coffee powder would be available in retail outlets across the country. “We are planning to complete first stage distribution by end of this month”.

Zaccareo said the company inaugurated Coffee Training Centre last year which was the first largest centre outside Italy.

The centre trains professionals, carries out research and explores new forms of taste. “We have trained more than 1,000 people,” he said.