WHAT'S NEW? By
Sovrana Trading Corporation
August 1, 1999
- Visit Us at the Western Foodservice Expo
The 1999 Western Foodservice and
Hospitality Expo will be held on August 21-23, 1999 at the Los Angeles Convention Center.
Organized by the California Restaurant Association, this giant Show is dedicated to foodservice professionals on the West Coast,
and will feature 2,200 exhibits from over 1300 companies catering to
restaurants, hospitality industry, coffee houses, etc. More than 40,000 attendees
are expected to visit the 200,000+ sq. ft. of exhibit floor. Sovrana Trading will be displaying its line of Lavazza premium coffees, La Spaziale commercial
espresso machines, 1883 de Philibert Routin premium syrups, and Mocafe' award-winning
frappes' and specialty drink mixes. Please stop by at Booth #1867 for a great
cup of coffee and to view our quality offerings. You can
register online right now!
We hope to see you at the Show!
November 16, 1998
- Buy Lavazza coffees online NOW!
The Sovrana Store is now open for business. Online shopping of Italy's # 1 coffee
is now a reality for U.S. residents. Sovrana Trading Corporation has officially
opened its new, online store on November 15, 1998. Along with the entire line of
Lavazza coffee available in the United States (including hard-to-find blends
from Lavazza's food service line), the site features a selection of related accessories,
secure ordering through industry-standard SSL (Secure Socket Layer) encryption,
an easy-to-use interface, and no minimum purchase requirements. Visa, MasterCard and American Express are accepted. The site will expand
its oferings in the next few weeks to include other exclusive products related
to the specialty coffee industry. Keep checking out The Sovrana Store for new and
September 29, 1998
- Upcoming Training Seminar in Los Angeles.
Sovrana Trading Corporation and the Training Center of Lavazza Premium
Coffees Corp. cordially invite you to: Espresso: A Seminar, Demonstration
and Tasting. The seminar will be presented by Mr. Andre Fucci, Training
Center Director of Lavazza SpA, Turin, Italy. Also in attendance will be
personnel of both Lavazza Premium Coffees Corp., New York City, and Sovrana
Trading Corp., Gardena, CA.
The seminar will be held at 2:00 PM on Thursday,
October 15, 1998 at the Ritz Carlton Hotel, 1401 South Oak Knoll Avenue,
Pasadena, California. Admission to the seminar, which is expected to last
approximately 2 to 3 hours, is free of charge, but seats are limited
and available only to professionals. The seminar will include both
lecture (utilizing slides and overheads) and hands-on training on espresso
machine and grinder. In addition to coffee, juice and snacks will be available
If you are a professional involved in the coffee
business and wish to attend such seminar, please request an invitation
by calling Sovrana Trading at (310) 323-3357 during business hours (M-F
8:30A - 4:30P).
November 1, 1997
- New Lavazza Corporate Web Site After a
few months of development and testing, the new and official Lavazza Web
site is now up and running from Lavazza's servers in Torino, Italy. Along
with an extensive description of every product manufactured by Lavazza
for food service and retail markets around the World, you will find plenty
of information on the Corporate structure of this coffee giant, useful
addresses and contacts of other Lavazza branches or distributors within
and outside of the North American market, new products, marketing and promotional
news, etcetera. The Web site is still being developed, but there is already
a lot to see, so point your browsers to http://www.lavazza.it
or http://www.lavazza.com and enjoy.
October 1, 1997
- GREEN COFFEE: A DIFFICULT BALANCE. A MILD
WINTER IN BRAZIL: CAN WE HOPE FOR A MORE STABLE MARKET?
By Alberto Lavazza - From "Notizie
Lavazza", September 1997
The risk of frost in the South American plantations,
always a worry during winter in the southern hemisphere, is now a thing
of the past for this year: the continuing high pressure over Brazil protected
the coffee-growing areas against cold air coming up from the Atlantic.
Each year, in June and July, we anxiously follow the weather conditions
in Brazil, as frost can always have disastrous effects on the world green
coffee market. And this year more than ever, it was crucial that the weather
remain mild, because to bring world coffee stocks back up to normal levels
and steady the market the world's biggest producer must achieve a good
In the first half of 1997, the marker was very
volatile: compared to the end of 1996, the price of Arabicas in New York
increased three-fold, then suddenly halved. An unheard-of about turn, even
for a commodity subjected to severe speculation. For two reasons: physical
demand and supply of coffee are pretty well matched, while stocks in consumer
countries have been reduced to an all-rime low; plus, the injection of
immense sums of speculation capital, far greater than the marker could
handle while remaining relatively stable.
Though less affected, Robusta coffee prices underwent
a similar trend, particularly the price increase: this meant that the price
differential between Arabica and Robusta widened dramatically.
The beneficial effects of prices that are remunerative
for producers are now starting to be felt, as new areas are planted with
coffee and, above all, the productivity of existing plantations increases.
This, year's Brazilian harvest seems to be almost up to last year’s volumes,
while forecasts for 1998 are very promising indeed, provided that the weather
over the next six to nine months does not complicate the picture. The quality
of this year's harvest is still somewhat uncertain, as it may have been
affected by the rain. Colombia appears to have overcome thc crisis it was
going through earlier this year, and production is settling down again.
The harvests in Central America appear to be of good quality, and volumes
are probably slightly better than last year.
In general terms, the Robusta situation is reassuring,
even though thc price differential between the two species has increased
demand, and locally there arc difficulties over supply or availability.
The Indonesian harvest, for example, is much lower than last year, and
the availability is made worse by the reluctance of producers to follow
the trend toward lower prices.
World coffee consumption has suffered from the
high price of raw materials and is tending to shrink, both in industrialized
countries and in those with weaker economies. It is to be hoped that, by
the end of this year, the partial recovery of international prices that
we have seen over the last two months will limit the drop in consumption,
or even restore it to previous levels. World production of coffee should
be sufficient to meet demand f»r the next two to three years, as
well as to increase stocks in producer and consumer countries. According
to a study by the Economist Intelligence Unit, world exportable production
will be about 80 million sacks in 1988/9, against 74.1 in 1996/7 and 78.4
In this scenario, provided there are no further
attacks by speculators, the market should regain a measure of stability:
this is what we hope for 1997 and the years to come. By Alberto Lavazza
August 26, 1997
- New Lavazza Site! The Official Web Site
of Lavazza Corporation is being developed and will soon be available to
the coffee-loving Internet community around the World. Be one of the first
to take a peek... trust us, it's worth it... But hurry! http://www.lavazza.it
August 1, 1997
- Attn. Food Service operators: Sovrana
Trading and Lavazza Premium Coffees Corp. will be exhibiting at the upcoming
Western Foodservice Expo '97, to be held at the Los Angeles Convention
Center on August 16-18, 1997. Along with the entire line of Lavazza premium
Food Service and Retail products, we will display our professional espresso
equipment, by La Spaziale of Italy. Please stop by for a tasting
of our Lavazza espresso and filter coffee blends, and award-winning iced
blended mochas by Mocafe'. Show specials on espresso/cappuccino equipment
will be offered. Our booth, located in the South Hall, will be number 2563.
See you there!
March 1, 1997
- Sovrana's new Showroom has just been completed,
along with our new shop for technical support and repairs of most espresso
machines, coffee and tea brewers available. Part of our 5,000+ sq. ft.
warehouse and office facility, the Showroom features our line of Spaziale
espresso equipment, filter coffee brewers, Mocafe' mocha powders, Lavazza
Premium Coffee and Espresso. Lavazza Training Center seminars will also
be held within. Come in for a visit. Our offices are open Mon-Fri 8:00am
February 24, 1997
- Sovrana Trading Corporation is proud to announce
the exclusive distribution in Southern California of La
Spaziale commercial espresso machines. Available in several configurations,
from semi-automatic 1-group to fully electronic 4-group, La Spaziale are
built in Italy by one of the largest and most renowned equipment manufacturers
there, La Spaziale A.b.a. of Bologna. Machines, grinders, spare parts for
La Spaziale (as well as for most other brands of espresso machines on the
U.S. market) are available immediately. Contact Sovrana Trading for pricing
and more information.
3 October 1996
- A new pack of Gran
Filtro, Lavazza's premium line of filter coffees, is available
immediately in the United States. The 8 oz. vacuum-packed brick of
ground coffee is ideal for use in large food service brewers (Gemini-style),
as well as for sale to the public in coffee houses and upscale retail stores.
Lavazza Gran Filtro is a line of 100% Arabica blend coffees designed for
use in drip-style brewing equipment.
30 September 1996
is introducing a new line of decorated cups and coffee accessories called
Cafe' des Arts for the U.S. market. The designs which
depict the Lavazza stove top moka and coffee cups are inspired by such
artists as: Miro, Warhol, Gauguin, Herring, Chagall, Monet, Dali, Liechinstein
and Rembrandt. The brightly painted collection, which was created by Porcellane
Tognana in Italy, includes 2 different 3-unit sets of espresso cups with
saucers, cappuccino cups with saucers, biscotti canister, serving tray,
sugar bowl and milk pitcher, and two types of plastic "commuter"
mugs (made in the USA with coordinated colors and designs). Look for Lavazza
Cafe' des Arts line at your nearest Lavazza retailer or coffee house,
or call your closest Lavazza distributor for more information on availability
and pricing. Sovrana Trading
will soon include a section dedicated to Cafe' des Arts on this
5 August 1996
Grand'Espresso IS HERE!!! Lavazza customers can now sample and
purchase the newest import from Lavazza in the United States. For more
information, please call Lavazza Premium Coffee Corp. at (1-800-GOOD-CUP)
or your local distributor.
5 August 1996
Top Class and Gran
Filtro will be served at the upcoming "Acura Classic"
Women's Tennis Tournament at the prestigious Manhattan Country Club in
Manhattan Beach, California this month. The best names in Women's tennis
will slug it out on the Court and enjoy Lavazza afterwards! For more information
and tickets for this exciting event (August 12 - 18, 1996), please contact
the Manhattan Country Club at (310) 546-5656.
5 August 1996
Trading has its own Internet site! If you are reading this, you
have already found our new home at http://sovrana.com. Our new e-mail addresses
are: email@example.com (general information about Sovrana and Lavazza),
firstname.lastname@example.org (sales dept.), email@example.com (Espresso Point division),
Umberto@sovrana.com (our President's personal e-mail address). Please add
our bookmark to your Web browser, and visit us often, features and highlights
are updated monthly! Also in the works: a Java-enhanced Home Page, for
easier and fasster access to the various features of our site.
7 June 1996
Trading is pleased to announce that it is now offering Lavazza's
latest version of its Espresso
Point machine on a "consignment"
basis to offices, small businesses, and Food Service operators in Los Angeles.
After a succesful pilot test of a few months in various kinds of office
and business environments, we now offer our program to the general public.
An Espresso Point can be installed and serviced at no charge to any company
or individual in the Los Angeles area, as long as a minimum purchase of
coffee cartridges (necessary to operate the unit) is made each month. Click
here for more details, e-mail,
or contact Sovrana Trading at (310) 323-3357 for more information on this
4 June 1996
World, Lavazza's exclusive distributor in Nevada, will exhibit
in the upcoming Hotel, Motel, Restaurant, and Gaming Show to be held on
June 26 and 27 at the Las Vegas Convention Center. Bruno Montesano from
Lavazza Corp. will be attending, along with Paul Tobias (Espresso World)
and Umberto Bonfante (Sovrana Trading). Espresso World will display and
sample its full line of Lavazza coffees, along with its line of professional
espresso machines from "La Spaziale" (Italy). Come pay us a visit!
For more info on the Show's schedule, contact Espresso World at (702) 248-7979.
18 May 1996
- Sovrana announces the imminent introduction in
Southern California of LAVAZZA Grand Espresso, a new
Food Service espresso
blend that will join the current lineup of whole bean espresso (Super Crema,
Top Class, Pienaroma) this coming June in the US market. Grand'Espresso
is among the best selling Food Service blends in Italy and Europe, especially
in the South where its darker roast and strong, full-bodied character is
particularly appreciated. In th U.S., Grand'Espresso should appeal particularly
to customers making a lot of lattes and cappuccinos, because the strong
character of this blend does not get "lost" when watered-down
with milk. One of Lavazza's darkest roasts, in true Southern Italian traditions,
Grand'Espresso will come packed in 6, 1-kilogram (2.2 lbs) bags. Please
contact Lavazza Corp. (1-800-Good-Cup) or your local Lavazza distributor
to check availability.
10 May 1996
- A new size of Gran
Filtro (Lavazza's 100% Arabica Food Service blend for filter-type
machines) will shortly be available in the US. The 8 oz. ground brick will
arrive sometimes in late June - early July. This size's application is
in for the large, Gemini-type brewers in use at large hotels, restaurants
and institutions. It joins the current, 2.25 oz fractional pack ground
(both decaf and regular) and the 1-kilo (2.2 lbs) bag of whole beans (regular
only available so far).
- From "Notizie Lavazza": AN
ESPRESSO IN THE AROMA OF SANCTICITY
- New York, October 7, 1995. for the lunch in honour
of Pope John Paul II at "Giambelli 50", Franco Bengasi of Lavazza
Premium Coffees Corp. (New York), in his capacity as authority on espresso,
was entrusted in preparing the coffee. The Holy Father enjoyed a decaffeinated
coffee, whereas the other guests, including the Archbishop of New York,
John O'Connor, chose the classic espresso. The Swiss Guards were enthusiastic:
having searched New York from top to bottom looking for a good espresso,
they were very happy in front of the cup of Lavazza coffee offered them
by Franco Bengasi.