In Lavazza's store, coffee was sold raw and then roasted according to each customer's personal preference. Luigi Lavazza was considerably skilled at carefully selecting the amount of each ingredient required for one particular blend as well as expertly determining the degree of roasting. Over the next sixty years, the company experienced rapid commercial growth with its foray into the wholesale market and its decision to narrow down its range of products. By the mid forties, the company, now Luigi Lavazza S.p.A, began specializing in the production of coffee.