At The Table With Lavazza Training Center Director, Marcello Arcangeli

Photo Credit: Zbigniew Jankowski

The story of Lavazza is also a story about coffee innovation: more than 125 years ago Luigi Lavazza, in his Turin shop, invented the concept of blending: the art of combining different species and geographical origins of coffee, that still distinguishes Lavazza products. Lavazza has always been dedicated to innovation and technology, while putting research and experience at the service of a sustainable approach to produce quality coffee. This innovation extends to designing specialty coffees as well.

Q: Specialty coffee continues to grow in demand. Can you share some insights into the specialty coffee offerings that have been well-received by customers?

In FHA-HoReCa 2022, besides showcasing its various ranges, Lavazza launched “Kafa Forest Coffee”: a single-origin coffee made ​​from 100% Arabica beans from the heart of Ethiopia: Kafa region, which is known as the birthplace of coffee and is the origin of the very word “coffee”.

Kaffa Region, Ethiopia
Photo Credit: Frezer Atkilt

The specialty coffee segment in the last 20 years has elevated the coffee culture at different levels; from the professional barista to the coffee lover’s consumers. The specialty coffee trend confirms that today we have more aware and attentive coffee consumers for blends or single origins.

Q: How do you see the future of coffee evolving, and what role do you believe baristas will play in shaping these changes?

Nowadays, coffee drinking is often conceived as a ritual and as an experience, rather than a mere habit: it’s an opportunity to delve into the rich story of coffee’s journey from bean to cup. Baristas need to know the right procedures to prepare a perfect coffee, but they are also storytellers, conveying the origins of the blends as well as values and brand commitment associated with the coffee they serve, thus being considered as influencers of the brands they represent.

Lavazza has recognized the importance of this evolving complexity by organizing various Barista challenges, also on an international level. These challenges are not only a platform to showcase the skills of baristas but also an opportunity to exchange knowledge and connect with fellow professionals. During these competitions the entire coffee-making process is assessed, such as: equipment maintenance, various types of roasting and preparation, and creative flair, while ensuring top-tier customer service. Finally, Baristas ability to present the final beverage is evaluated: how they narrate the idea behind their preparation and how well-informed they are about the coffee blends they work with.

Q: Have there been any recent advancements in coffee equipment or tools that have made the barista’s job more efficient or creative?

Lavazza’s original ideas and new ways of considering coffee were developed back in 1989 (the year that the first Lavazza Training Center was set up in Turin where is based Lavazza) and then in 1998 (the first product experimentation division). Coffee Design, a concept that Lavazza has transformed into an art form, originated in our dedicated Training Center laboratory. Here, we not only innovate new products but also experiment with novel flavor combinations and design tools for coffee preparation and service.

Another interesting approach is the concept of considering coffee as an ingredient rather than just a beverage. This has opened exciting possibilities, not only for coffee-based cocktails (Coffeetails registered by Lavazza) but also for coffee pairings, often created collaborating with renowned chefs.

Q: What advice would you give to coffee enthusiasts who want to stay updated on the latest trends and innovations in the coffee industry?

For coffee professionals my advice is to practice and to attend courses and activities. They can explore Lavazza Training Centers: the international network of over 50 Training Centers worldwide is a valuable resource of knowledge about coffee culture. These centers not only offer formal training but also actively contribute to the development of new coffee products and materials.

Lavazza Training Center, Singapore
Image taken from www.lavazza.com

The Lavazza Training Centre in Singapore at (21 Tuas West Drive, Singapore 638411) was inaugurated in 2020. In 2022, The Lavazza Training Center held a total of 32 courses, for more than 150 participants. Learning activities included: various preparation methods, equipment management, coffee appreciation and tasting. Lastly, the Training Center supported the activities to promote and raise awareness on eco-friendly practices, such as recycling, waste reduction, and energy and water saving.

While for coffee enthusiasts I encourage them not to limit their coffee experience to cafés, but also to experiment with brewing at home. There is a vast array of equipment and coffee blends available, adaptable to every taste and preference. Do not hesitate to experiment!