Italy coffee major Lavazza has announced a reshuffle of its global management team to “foster a more dynamic and effective business management”.

The Turin-based coffee roaster has relocated several senior staff to different regions, mainly in the European sector.

In one of the few non-European moves, Hossam Ashraf has moved to president of Lavazza North America, having held the role of Americas president since March 2023.

Meanwhile, the APAC business is now headed by Simone Chimini as APAC regional director, who has managing director of Lavazza’s unit in Australia since 2021.

Pietro Mazzà has moved from general manager regional director for the UK and Nordics to regional director of France and Benelux.

“I’m thrilled to take over a new challenge in a key market such as France and look forward to building, with this amazing team, an even brighter future for our brands Carte Noir and Lavazza,” he said.

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By GlobalData

Massimo Pepe has taken up the role previously held by Mazzà in looking after the UK and Nordics markets, having himself previously stood as general manager for eastern Europe and export markets.

The coffee company’s operations in its home country, as well as Spain and Portugal, will be headed by Igor Nuzzi who was in charge of Italy and Switzerland previously. However, Lavazza has now grouped Italy with the Iberian countries instead of Switzerland.

Susanne Wege, who has become regional director DACH (Germany, Austria and Switzerland) and Poland, previously held the roles of general manager of Germany and Austria and regional director of Poland.

Lavazza’s international markets business unit, described as markets in which the group operates through distributors, is now under the control of Leo Italiano who is appointed international markets BU director.

All regional directors will report to group chief commercial officer Mauro Mantovani.

In March, Lavazza posted its annual results for 2022 and reported revenues of €2.7bn ($2.97bn), up 17.6% on 2021. The group’s EBITDA stood at €309m, down from €312m the previous year.

“The focus is now on the exceptional cost increases seen during the year, which will also have a significant impact on 2023”, said Lavazza CEO Antonio Baravalle.