Lavazza — Wholesale Supply

No professional buyer orders “Lavazza”. They order Qualità Rossa for a café contract, Qualità Oro for a premium retail facing, Crema e Gusto for a market that wants a heavier cup, or a capsule assortment for a grocery listing — and the blend name, not the brand name, is what appears on the purchase order. This page is built the way the order is built: blend first, then channel, then format. Lavazza is one of four coffee brands we export from Belgium, and you can browse coffee & tea wholesale to see how the range fits together.

Buyers order Lavazza by blend, not by brand

The blend taxonomy is the practical part of the range, because it is what determines whether stock sells through or sits. Blends are not interchangeable between markets: a market used to a lighter, more aromatic cup will not accept a substitution from a darker one just because the brand on the pack is the same, and a substitution made at the supplier’s convenience is how a listing gets delisted. Tell us which blends you are ranging and availability is confirmed in writing on the quotation against the allocation offered. Buyers assembling a two-house Italian offer usually price the Kimbo Coffee export listing alongside, since a Neapolitan roast covers a different cup expectation from a Turin house without duplicating the same shelf position.

Qualità Rossa and Qualità Oro

Rossa is the volume blend and the one most export enquiries open with: broad appeal, high rotation, and the reference a café or retail listing is usually anchored on. Oro sits above it as the premium facing, bought in smaller depth by buyers who want a top of range on the shelf rather than a second volume line. In practice the two are ranged together, with the split weighted heavily toward Rossa and Oro carried for credibility and margin mix rather than turnover.

Crema e Gusto and the darker cups

Crema e Gusto has independent demand and travels a different set of markets: buyers specify it where the destination expects a fuller-bodied espresso and a heavier crema in the cup, particularly in southern European, Balkan and Middle Eastern trade. Super Crema and the other bar-oriented blends serve the same expectation on the professional side. If your market has an established espresso habit, the blend choice is a commercial decision worth making before the format one.

Arabica and Robusta as a commercial variable

The blend architecture across the range moves between all-Arabica compositions and Arabica-Robusta blends, and for a trade buyer that is a sourcing variable rather than a matter of preference. All-Arabica references are ranged where a market pays for a lighter, more aromatic profile and where the retail price can carry it. Blends carrying Robusta are specified where an espresso service wants body and a persistent crema, and where a bar operator needs the cup to hold up in a milk drink. Neither is better; they answer different briefs, and naming which brief you are buying for shortens the quotation cycle considerably.

Three channels that buy the same brand differently

Retail shelf, office and vending, and hospitality are three separate trades that happen to share a brand, and the format they buy is different in each. Mapping them properly is most of the value a coffee supplier adds over a catalogue.

Bar and restaurant supply: the 1kg bean

The HoReCa buyer works in 1kg whole bean and specifies by blend, because the grinder and the machine are already set and consistency between deliveries is the entire point. Cafés, hotels and restaurant groups reorder on schedule rather than on promotion, which makes foodservice volume more predictable than retail volume and easier to plan a container programme around. Foodservice distributors and away-from-home wholesalers are the buyers we quote most often on this format.

Office, vending and the single-serve tier

Vending operators and office-coffee suppliers buy capsules and ESE pods, and their constraint is machine compatibility rather than blend prestige. Capsule ranges are also the fastest-moving retail sub-category in much of Western Europe, which puts a grocery buyer and a vending operator on the same product with entirely different order profiles — one wants assortment breadth for a shelf, the other wants depth on two or three references. Retail ground packs sit between the two and carry the supermarket listing.

Branded Lavazza, not private label

A search for coffee at wholesale volume turns up a great many contract roasters and private-label capsule manufacturers, and they are a different business from ours. We do not roast, blend, fill or brand anything. We supply genuine brand-owner stock in original manufacturer packaging, with the producer’s own artwork, ingredient declaration, batch coding and date coding intact, and nothing is repacked or relabelled as a matter of course. Where a destination requires additional labelling at import, over-labelling is handled as an agreed and priced line on the order. Remaining shelf life on loading is confirmed in writing against the dating your entry and your customers require, rather than promised as a fixed figure.

Building out the Italian coffee offer

A credible Italian coffee section is rarely one house. Importers pair this range with Jacobs for German roast-and-ground and Nescafé for the instant tier, so the fixture covers espresso, filter and instant from a single purchase order and one set of export documents.

Adding weight to a coffee container

Coffee is light for the space it fills, so a container of beans and capsules cubes out long before it weighs out and the remaining payload is worth planning rather than wasting. Dry grocery is the usual answer, and buyers regularly add Barilla by the pallet for pasta, the Vanilla Beans export listing for bakery and manufacturing accounts, or the Dried Shiitake Mushroom export listing for food-service and ingredient buyers. Mixed-brand and mixed-category pallets ship as one consignment under one Incoterm, which is what actually moves the freight cost per unit.

Documents, Incoterms and routing on a Lavazza shipment

Goods move through Antwerp and Rotterdam on EXW, FOB, CIF, CNF or DAP terms. Each consignment travels with a commercial invoice and packing list, and EUR.1 movement certificates are issued where the goods qualify for EU preferential origin, with a Certificate of Origin and full export documentation supplied where they do not. Pallet build, case configuration and gross weight are stated on the pro-forma against the stock actually allocated to your order.

Margin and freight before the first order

If you are costing a coffee programme rather than reordering one, freight and assortment width will move your landed price more than unit cost will. Our sourcing guide, written for buyers of Lavazza and the rest of the range sets out how to weigh those two against each other before committing to a first container.