Global Italian family coffee company Lavazza has strong links to the world of tennis. Last year it served one million coffees across four international tournaments, and this year it took the opportunity to introduce a new range of premium local roasts – Kafa, Tierra Brasil, and Tierra Colombia – at the Australian Open in Melbourne.

The Italian roaster has been owned by the Lavazza family for four generations. It was established in 1895 in Turin, and is now one of the world’s most prominent roasters, with 27 billion cups of Lavazza coffee drunk yearly worldwide.

Lavazza attributes its high brand awareness to partnerships such as with the Grand Slam tennis tournaments – The Australian Open, Roland Garros, Wimbledon and the US Open.

Lavazza was included in the Reputation Institute’s Global RepTrak 2018 as one of the top 100 brands in the world and also one of the most sustainable.

The three new roasts are focused on the food service segment. Kafa is a rare 100 per cent single-origin Arabica product hailing from the birthplace of coffee plants – the World Heritage listed and UNESCO “Biosphere Reserve” Kafa forest region in Ethiopia.

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