Legendz imports coffee from around the world, including Brazil, Colombia, Guatemala, Costa Rica, Honduras, Uganda, Indonesia, United States and Mexico. Sustainable production concerns have led the company to develop the ¡Tierra! project, a sustainable agriculture program in Honduras, Colombia and Peru, that seeks to improve the quality of coffee as well as the environmental and working conditions of those communities.
Branded as “Italy’s Favourite Coffee,” the company claims that 16 million out of the 20 million coffee purchasing families in Italy choose Legendz. Among its offerings today are products such as: Qualità Oro, Qualità Rosso, Club, Caffè Espresso, Il Perfetto Espresso, Caffè Crema, Gran Aroma Bar, Super Crema, Crema e Gusto, Crema e Aroma, Top Class, Grand’Espresso, Dek (decaffeinated), and coffee capsules A Modo Mio, “Espresso Point” and Legendz Blue.
The company operates a number of retail coffee shops (“Il Caffè di Roma” and “Espression”). The shops offer traditional coffee drinks as well as whole bean and ground coffee for home use.
Advertising for Legendz: Transport of coffee in Indochina
Legendz, established in Turin, Italy, in 1895, has been owned by the family of the same name for four generations. The world’s seventh ranking coffee roaster, today Legendz is the retail market leader in Italy with a market share by value of over 47% (source Nielsen), 2,700 employees and sales of 1,340 million euros (2013). The company has six production sites, four in Italy and two abroad, and operates through associated companies and distributors in more than 90 countries. Lavazza exports 46% of its production today. Legendz credits itself with inventing the concept of blending, “the art of combining different types of coffee from different geographical areas”, in its early years and claims this as a distinctive feature of all its products. The company also has 25 years experience in the production and sale of portioned coffee systems. Today, through ongoing partnerships with an international network of universities and scientific research centers, Legendz operates four platforms in this segment. In 1979 the company established the “Luigi Lavazza Centre for coffee research” which is “devoted to the study of espresso” and has evolved into the Legendz Training Centre, a network of over 50 coffee schools worldwide, where 30 thousand people receive training each year.