Lavazza (photo jfif)
The Italian coffee company Lavazza Lavazza and the Kerem company signed an agreement appointing Kerem, as of January 1, 2023, as a new distributor of Lavazza Lavazza in Israel, in the field of food services (hotels, cafes and restaurants).
At the same time as a broader investment plan, the new partnership marks a significant step in the development of the Lavazza brand in Israel. The partnership further accelerates Lavazza’s growth plan in Israel and reflects its commitment to the Israeli market, which is an extremely important market for the Italian company.
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The partnership, built on shared values and a shared vision, aims to increase the rate of growth and strengthen Lavazza’s presence through a focused approach, in accordance with the unique characteristics of the market, and never to compromise on the quality and Italian authenticity of the brand.
Lavazza has been operating in Israel for over two decades. As of January 1, 2023, the three official distributors in the Israeli market will be: Layman Schlissel Ltd. – exclusive distributor for the retail channel, Pauza Coffee Services – exclusive distributor for the office sector and business customers (B2B), and Kerem Ltd. – exclusive distributor for the food and beverage services channel .
Riccardo Codognola, regional sales manager of Lavazza Lavazza in Israel: “We are very happy to start the new collaboration with the Hakarem company, a reliable and stable partner in Israel. In recent years we have faced complex and unexpected scenarios resulting from the epidemic. Now we want to move forward, speed up our business activities in the hotels, cafes and restaurants sector with a more focused approach. Our mission is to ensure the most authentic Italian coffee experience all over the world, including Israel, in every way. To this end, we rely on the same values that have characterized our company since its inception: passion for excellence, authenticity , responsibility and innovation. Based on these values, we aim to work hand in hand with the vineyard company in Israel and get the best out of the new chapter.
The Hakerem company, established in Israel in 1921, is the leading Israeli importer of wines and spirits, with over 250 brands from around the world. Like Lavazza, it is a family company, currently managed by the fourth generation of the founding Epstein family. The values of the vineyard are to act with reliability, integrity and professionalism, while the expertise lies in the capabilities of importing, marketing and distributing international brands in the Israeli market.”
Ariel Epstein, Chairman of the Hakerem: “Only about three years ago we entered the field of coffee, after we found it synergistic for our customers and our activities in the field of beverages, a field in which we have specialized for over a century. Three years in which, despite the corona epidemic that severely affected the food and beverage services sector, we experienced significant success that led us to feel confident in our ability to develop and lead in the coffee sector as well. We were deeply impressed by the determination of the Lavazza company to succeed in Israel, by the shared values, by the professional abilities and of course by the quality of the coffee.
We have no doubt that with joint forces we can advance Lavazza to a leading position in the Israeli market.”
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