The coffee is being produced at a manufacturing facility in Sri City in Tada, where commercial operations of the brand commenced a few weeks ago. Silvio Zaccareo, Managing Director, Fresh and Honest Cafe Ltd, a 100 per cent subsidiary of Lavazza tells us that the company is planning to complete the first stage of distribution by the end of this month. “More than 90 per cent of our revenue comes from coffees in the non-home space segment. However, we are optimistic of expanding our retail footprint through modern trade stores across TN by the end of the month. And before the end of the year, we should be present pan India,” he says.
Il Mattino Vivace, which translates to The Lively Morning, is a filter coffee for the At Home segment made from beans sourced from select plantations in Coorg and Chikmagalur in the Western Ghats. It is made from a blend of Arabica and Robusta coffees, roasted and blended to the needs of the Indian palate. Silvio informs us that the domestic coffee market sees a movement of around 70,000 tonnes a year, in which 80 per cent comprises “at home” (residential) segment. “India is an important market for us. Coffee consumption in this country is growing at a rapid pace, thanks to the popularity of café culture and people’s experiences from their travels abroad,” he says.
To tap the growing coffee market here, Lavazza India inaugurated a Coffee Training centre in Chennai last year. It is the largest such centre outside of Italy where the global headquarters are located. The centre trains professionals, carries out research into obtaining unique and perfect espresso quality and explores new forms of taste.