| Italy

Lavazza announces major senior leadership reshuffle

The Italian coffee roaster has approved a new organisational structure to make senior management ‘more dynamic and effective’ amid a challenging global economic outlook

Lavazza’s headquarters in Turin, Italy | Photo credit: Lavazza Group


Lavazza has announced a major reshuffle of its global leadership team as it seeks to ‘foster a more dynamic and effective’ corporate structure. 

The Italian coffee roaster has relocated some of its most senior executives to new regions while adding additional responsibilities to other job roles. 

Pietro Mazzà has moved from General Manager UK and Regional Director UK and Nordics to Regional Director France & Benelux, responsible for the French, Belgian, Dutch and Luxembourgian markets. 

“I’m thrilled to take over a new challenge in a key market such as France and look forward to building, with this amazing team, an even brighter future for our brands Carte Noir and Lavazza,” he said. 

Massimo Pepe, previously General Manager for Eastern Europe & Export Markets, has been appointed Regional Director UK & Nordics.   

Lavazza’s operations in the Swiss market now lie under the responsibilities of Susanne Wege, who has become Regional Director DACH (Germany, Austria and Switzerland) & Poland. Wege previously held the roles of General Manager Germany & Austria and Regional Director Poland. 

The Turin-based coffee roaster previously grouped Italy and Switzerland under the same leadership team. However, its home market is now tied with Spain and Portugal led by new regional Director Italy & Iberia, Igor Nuzzi who was previously Regional Director Italy & Switzerland. 

Outside of Europe, Hossam Ashraf has been named Lavazza North America President having held the role of Americas President since March 2023. Additionally, Simone Chimini, Lavazza Australia Managing Director since July 2021, has been appointed APAC Regional Director.  

Former Business Unit Director for Central Europe, Middle East and Africa, Leo Italiano, has been appointed Director of Lavazza’s International Markets Business Units, representing markets where the group operates solely through distributors. 

All regional directors will report to Group Chief Commercial Officer Mauro Mantovani. 

Founded in 1895, Lavazza Group has a presence in more than 140 markets globally and achieved year-on-year sales growth of 17.6% to reach €2.7bn ($2.9bn) in 2022

The significant management changes come as Lavazza grapples with soaring production costs, including rising energy and freight costs, as well as the stronger dollar. 

In July 2023 Chairman Giuseppe Lavazza said the Italian coffee roaster was expecting a double-digit fall in earnings for 2023. He further warned that Lavazza will not be in a position to lower its prices for consumers until next year amid surging green coffee costs.   

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