Lavazza Brings Unique Sensory Experience to Life at 2017 National Restaurant Association Show

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May 18, 2017, 09:00 ET

CHICAGO, May 18, 2017 /PRNewswire/ -- Lavazza returns to the National Restaurant Association (NRA) this weekend to showcase an array of single origin and blended coffees specifically crafted for restaurant and hotel trade partners.

The towering Lavazza experience, available from May 20 – 23, spans nearly 300 square meters in size and will be located at the entrance of the Lakeside Center, booth #9403, within the McCormick Place Convention Center in Chicago, IL. Onsite, Lavazza will bring to life a café serving Lavazza KAFA, !Tierra¡ Single Origins and Classic varietals; a hotel information desk for in-room and breakfast area options; and a restaurant workshop dedicated to the Lavazza luxury selection – KAFA, where participants will be taken on a sensory journey of one of the world's finest, single origin coffees.

KAFA is by its very nature a "reserve." This prized 100% Arabica coffee is a fine single-origin from Ethiopia that grows in uncontaminated and naturally fertile soils. Thanks to the perfect combination of an innate rich terrain and an ideal climate, it is only in the heart of the Ethiopian forest that this coffee spontaneously grows. The limited-quantity of coffee cherries are picked by hand, one by one, and the beans keep their maximum aromatic fragrance of intense floral notes and an aftertaste of honey and dates with tangs of ripe cherry.

"KAFA is recognized as one of the most valuable coffees on earth. Enjoying a cup of this exclusive and limited product is considered a luxurious sensory experience," shared Davide Riboni, CEO & Executive Vice President of North America. "Typically only found in Michelin-Starred/Gourmet restaurants, high-end café's and specialty shops, we look forward to providing attendees of the NRA Show with a sensory exploration of the Ethiopian single origin to better understand its Organoleptic profile."

There will be seven, 20-minute KAFA workshops total throughout the weekend taking place at the Lavazza booth scheduled for Saturday, May 20 at 1:00PM | Sunday, May 21 – Tuesday, May 23 at 11:00am & 2:00PM daily.

As part of a global strategy to offer total coffee solutions to the foodservice industry, Lavazza will also be offering attendees an integrated range of single-origin coffees from Tanzania and Brazil, known as !Tierra¡ Single Origins, as well as rich, full-bodied Classic Lavazza blends including Top Class and Gran Filtro Dark Roast.

Lavazza !Tierra¡ Single Origins are a 100% sustainable selection of the finest Rainforest Alliance arabicas for a balanced and velvety espresso, with chocolatey notes and scent of fruit and flowers. Sustainability is a passionate topic for Lavazza and this selection of blends originated from the brands TIERRA sustainability project that launched in 2002. Developed in collaboration with the NGO Rainforest Alliance, TIERRA aims to improve the social and environmental conditions and production techniques of a number of coffee-growing communities in Ethiopia, Tanzania, Vietnam, Brazil, India, Peru, Honduras and Colombia.

For more information about Lavazza, please visit: www.lavazza.us

About Lavazza
Established in 1895 in Turin, the Italian roaster has been owned by the Lavazza family for four generations. In sixth place in the world ranking of roasters, the Group currently operates in more than 90 countries through subsidiaries and distributors, exporting 60% of its production. Lavazza employs a total of about 3,000 people — after the Carte Noire acquisition — with a turnover of more than €1.9 billion in 2016. Lavazza invented the concept of blending — or in other words the art of combining different types of coffee from different geographical areas — in its early years and this continues to be a distinctive feature of most of its products.

The company also has 25 years' experience in production and sale of portioned coffee systems and products. It was the first Italian business to offer capsule espresso systems.

Lavazza operates in all business segments: at home, away-from-home and office coffee service, always with a focus on innovation in consumption technologies and systems. Lavazza has been able to develop its brand awareness through important partnerships perfectly in tune with its brand internationalization strategy, such as those in the world of sport with the Grand Slam tennis tournaments, and those in fields of art and culture with prestigious museums like New York's Guggenheim Museum, the Peggy Guggenheim Collection Venice, The Hermitage State Museum in St. Petersburg, Russia, and the Civic Museums of Venice.

SOURCE Lavazza