The Italian coffee roaster continues to strengthen its position across North America with a sixth Lavazza educational facility, which will be used to train staff and other coffee professionals
Lavazza's retail sales in the US market grew 14% in 2022 | Photo credit: via Shutterstock
Lavazza has opened a new state-of-the-art training facility in Chicago, its sixth training centre across North America.
The Italian coffee roaster, which also has training facilities in New York, Miami, Los Angeles, West Chester and Toronto, said the site will be used to train Lavazza staff and baristas, as well as horeca, office and other out-of-home distributors, on the latest Lavazza coffee equipment.
The training centre, classified as an SCA (Specialty Coffee Association) Premier Training Campus, will also offer ‘Barista Training and Coffee Menu Management masterclasses’ for newer coffee shop operators and businesses to help them ‘increase appeal and profitability’.
“With the opening of our new Chicago training centre we are showing our dedication to perfecting coffee and commitment to training professionals who can deliver the Lavazza experience we are globally renowned for worldwide. We hope that our new training facility serves the community of Chicago and fosters an environment for creativity, learning and a shared passion for coffee,” said Camille Vareille, VP - Head of Marketing Americas, at Lavazza Group.
Lavazza currently operates more than 50 training centres globally, the majority of which are in Europe.
The announcement is the latest move by Lavazza in the last 12 months to strengthen its presence in North America.
In May 2022 the Italian coffee roaster debuted a new RTD product range in the North American retail coffee market before renewing its partnership as the official coffee sponsor for the US Open until 2025 in August 2022.
In January 2023 Lavazza partnered with South Korea’s Paris Baguette to serve its coffee across the bakery café chain’s 120 US stores. The agreement, which will also see Paris Baguette’s US outlets serve Lavazza’s RTD products, includes co-branded coffee cups, brewing equipment and extensive staff training on Lavazza’s ‘authentic Italian brewing practices’.
Lavazza achieved year-on-year sales growth of 17.6% to reach €2.7bn ($2.9bn) in 2022. Retail sales in the US market grew 14% compared to 2021.