There is a photograph that I remember very well showing two people next to a coffee plant. One was my grandfather, Giuseppe Lavazza, and the other was Mr. Olavo Barbosa, a dear friend of his, one of the people with whom he was closest here in Brazil when they were buying coffee in the 1960s. They talked about coffee, but even back then they were also talking about how to sell coffee. And this aspect, this exchange of experiences has always been at the heart of the conversations we have always had with our privileged partners, in particular with the Barbosa family, with whom we continue to maintain very close relations across generations. Mr. Olavo, first with my grandfather, then my father, and then Flavia, his granddaughter, with me now. And who knows what will happen later on.
We have a very good relation with Lavazza and it started when Giuseppe's grandfather came to visit my grandfather. At that time, he wasn't an exporter, he was a farmer and a local trader. Within the decades, we created Exportadora Guaxupé, then we started exporting coffee. We kept receiving Lavazza's family, but also everyone that works in Lavazza for decades. So we have kept this relationship alive over the years.
When we come here, we feel at home. But not only me, also, above all, my team. In fact, I must say that I am the one who comes here the least. Traveling to origin helps us connect with local realities and to get in tune with cultures that are often very different from our own. The hallmark of our work is collaboration, and having the privilege and honor of working for the sustainability of this sector is truly something special for me. Collaboration is very important to us and continuous dialogue with our most important stakeholders, and we do this every year when we visit a plantation or a warehouse where coffee is processed.
The great thing is that every year we meet here in Guaxupé and work together. We talk about the harvest, the prospects and the quality of the coffee. We also talk about consumption, of course, and therefore what is happening across the ocean. What is important for us is to know what the consumer wants. So, also, we can provide them this. And also the producers can provide this.
Groups such as Exportadora de Guaxupé are fundamental to our coffee supply chain. The quality they have delivered to us over the years has always been in line with expectations and the help that this family has given us even in the most difficult moments, has been significant. The Lavazza Group is a demanding group in terms of quality and supplier performance. Only the best suppliers in the world work with our Group and have been selected over decades of collaboration with the coffee world. Fortunately, the relationship that has been built allows for great flexibility on behalf of the supplier who does not look at the short term but has a vision of a long-term partnership that can bring benefits to both Groups.
I think it will be good because the price of coffee has helped us quite a bit. I'm taking advantage of the price to invest in the fazenda.
Exactly. It's very important.
Because then the price of coffee goes down. But you've already done that.
We have been in this sector for more than 130 years and we are also here thanks to the fact that we have always managed to build very good relationships. We need partners who follow us, support us, and, above all, provide us with the product we want to put in our blends. It is essential to have a long-term vision.
The main point, I would say that has strengthened our partnership within the years is this transparent relation that we have between both companies. It's easier to do business with people that you trust. To have this trust I think it's a step further to make good business and to have long lasting business. Think on the future, say: 'ok we're going to invest on this' because next year and the other year, and the years to come we're going to still be here and we're going to still do business together.
In the history of coffee made by Lavazza, Brazil has always been an absolute benchmark. Our Italian taste is a taste that seeks a full, rich coffee without sharp edges. This characteristic of these so-called natural Brazilian coffees are the essence of the DNA of espresso and Lavazza products. Brazilian coffee is very important to Lavazza. Brazil produces very high-quality coffee and Brazilian Arabica coffee is somewhat the backbone of Lavazza blends. We are looking at the country that produces most of the world's coffee, so it's not simply a matter of buying Brazilian coffee but of buying the Brazilian coffee that Lavazza wants.
Lavazza wanted to create a different way of assessing quality to really not buying what they had ready in the market but knowing how every crop and how every harvest would affect Brazilian quality. And then they started doing their standards.
Lavazza, for the most important origins, sets quality standards. These are technical specifications that we define for each harvest and which essentially define the sensory profile that each type of coffee we purchase must have. The bond of trust between our consumers and Lavazza is based precisely on this aspect: the coffee you like does not change. This is a very strong commitment because it means that, from a purchasing point of view, we must have very solid bases but also the ability to replicate them over time.
We started in 1988 with Lavazza and we have been doing that since then. There is a need to create new blends that the market demands and therefore, with Exportadora de Guaxupé with whom we have a family-like relationship, we started with 4 standard types and now, in 2025, we have almost 15 types. And it was thanks to this collaboration and this mutual trust that we have developed these new coffees.
The definition of standards at the Exportadora usually begins with a chat about the characteristics of the harvest to understand what we can expect from what we are going to taste and from what we are going to prepare. I think it's going to be a good year. Yes. Consumers will be very happy. We are straight on our target, our mission to provide consistency in every Lavazza cup. This is already a very good basis. We can go on.
Once the samples are ready, we present them to all the other exporters who are the ones who will sell us coffee throughout the year, and we will compare their samples with ours. If their prototype does not meet our requirements, they will obviously have to adjust it and then resubmit it to us.
They are fresh but not aggressive.
We can maintain our description for the screens. I think we don't...
No, no. You don't need to change it this year.
So the crop can meet our requirements. Ok.
