The 1970s marked a difficult period for the Italian economy, but Lavazza didn’t miss a beat. It found new ways of overcoming the crisis, and engaged in studies and research to keep moving forward with a spirit of innovation.
In 1979, the Luigi Lavazza Center was founded to study and research coffee. Its main activities were learning about coffee consumption, research on the beverage, its effects and its promotion.
The Qualità Rossa blend arrived on the shelves in new vacuum packs which maintained the integrity of the taste and aroma of the coffee. The vacuum system was devised in collaboration with Goglio.
Television went “color,” and Nino Manfredi became the face of Lavazza in 1977. He remained our ambassador for 16 years.