By Amy Pigeon
As part of a new VeraVita column in collaboration with the Italian Chamber of Commerce of Ontario, we spotlight members whose leadership and vision are shaping the Italian-Canadian business community. Few brands embody Italian excellence as globally as Lavazza, and few leaders reflect that legacy as thoughtfully as Andrea Chiaramello. As Head of Canada and SVP of North American Retail Sales, Chiaramello shares his journey, his leadership philosophy, and his role in carrying Italian heritage forward in the Canadian market.
- Can you tell us a little bit about your journey—how you first started with Lavazza and what led you to where you are today as SVP of Sales? Were there any key moments along the way that stand out to you, and what excites you most about leading sales for such an iconic Italian coffee brand?
I joined Lavazza in 2017, beginning my journey at the headquarters in Torino before moving to Toronto later that year to lead the Canadian business. At the time, Lavazza had limited focus and governance in Canada, there was a real need for dedicated leadership. My first task was to restructure the way of working, align the Canadian operations to the Lavazza global standards ensuring we were delivering the same level of brand and product activations that consumers were seeing elsewhere. Since then, we’ve significantly increased the size of our business in Canada, boosted awareness and market penetration at an incredible pace.
What excites me most is that Canada is a truly unique marketplace. It’s often seen as an appendix of the U.S., but it’s incredibly diverse, with very different consumer behaviors across regions like Ontario, Quebec, and Western Canada. Developing strategies tailored to Canadian needs, and seeing them deliver results, has been a rewarding part of the journey.
- What are your top priorities and strategic goals for Lavazza over the next two years?
Our priority is to keep building on our momentum. That means expanding distribution and awareness in regions where we’re still underrepresented, such as Western Canada and more remote areas, while deepening our presence in existing strongholds. Portfolio growth is another big opportunity—we see real potential in categories like flavored coffee, which Canadians are increasingly embracing, and in cold and iced beverages, which are growing quickly in food service.
- When you think about Lavazza’s role beyond just being a coffee brand, what legacy do you hope to help build here in North America?
Lavazza’s legacy has always been about more than coffee – it’s about culture, heritage, and connection. In North America, I envision our legacy to be that we didn’t just sell coffee, we brought an authentic Italian experience to people’s daily lives. That means preserving the craftsmanship and tradition that make Lavazza unique, while also engaging in conversations around innovation and community.
- What is Lavazza doing to preserve Italian heritage while also staying on top of innovation?
Heritage and innovation are two sides of the same coin for Lavazza. We’ve been innovating for more than 130 years—whether it was being the first company to blend beans from different origins, to inventing vacuum-sealed packaging, or even bringing coffee into outer space. At the same time, we remain committed to the traditions that define Italian coffee culture. In Canada, that balance means offering authentic espresso blends while also innovating with new formats, to meet evolving consumer tastes.
- What lessons from Italian business culture have influenced your leadership style?
Italian business culture is rooted in relationship, passion, craftsmanship, resilience, ingenuity–those values are central to how I lead. For me, leadership is an act of service: it’s about ensuring my team has the resources, clarity, and support they need to succeed. The key questions I often ask myself are: what can I do for my team, how can I better support them?
At the end of the day, it is a very simple equation: when my team succeeds, so do I, so does Lavazza. I often think of myself as the captain of a boat: I have the duty to establish a clear destination and guide the team through the path to get there, keeping everyone safe by steering around obstacles and finding solutions when challenges arise and when we inevitably cross stormy waters. That mindset (collaborative, adaptive, and always focused on people) comes directly from my Italian upbringing and professional experience which was blessed with the presence of many great mentors who, over the years, shaped my leadership style and approach.
- What does the Italian business community in Canada look like and mean to you, and how does it inspire you personally and your work?
The Italian business community in Canada is vibrant and deeply rooted in both tradition and entrepreneurship. It’s inspiring to see how second- and third-generation Italians are continuing to build businesses while also evolving with the Canadian market. Personally, it’s motivating to be part of a community that shares the same values of quality, authenticity, and pride in heritage. It reminds me that our role at Lavazza isn’t just to sell coffee—it’s to carry forward part of Italy’s cultural identity abroad.
- What would you like to see more of within the Italian community in Canada? On a community level, and a professional level?
I’d like to see even more collaboration across generations—bridging the traditional businesses that laid the foundation with new, innovative ventures. On a community level, more cultural exchange and visibility through festivals, culinary events, and mentorship programs would help keep our heritage alive. On a professional level, greater networking and knowledge sharing can amplify Italian brands and ensure they continue to thrive in Canada’s competitive market.
- As a member of the Italian Chamber of Commerce of Ontario, how does Lavazza see the value of this network in supporting its growth in Canada and in strengthening the presence of Italian brands in the market?
Being part of the ICCO is like having a home base in a community that shares your values and passion. For Lavazza, it’s more than networking – it’s about connecting with like-minded individuals, learning from each other, and amplifying the story of Italian excellence together. The chamber helps us not only grow as a business, but also celebrate the culture, craftsmanship, and heritage that make Italian brands unique. It’s inspiring to be part of a network that’s actively shaping how Italians are seen and appreciated in Canada, and it motivates us to bring the very best of Italy to Canadian consumers every day.
