Lavazza, Illy and Borbone, billion-dollar competition for Italian coffee: who profits if we drink a cup

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Behind the daily ritual preferred by Italians there are entrepreneurial dynasties who believed in the potential of coffee and invested in this sector. Some in Savoy Turin, Luigi Lavazza, and some in an “unredeemed” city, Francesco Illy’s Trieste. Both have revolutionized the sector by conquering more and more market shares. At the dawn of the third millennium Caffè Borbone then arrived and focused everything on capsules and pods. Here’s how much they earn selling coffee…

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