erik: to the degree that americans are buying lavazza and more of it as they are, it's lavazza insteadinstead of other kinds of specialty coffees. we are focusing on premium coffee, super specialty coffee and what we are seeing is people like the italian way of brewing coffee which is different than the u.s. style. erik: describe it. giuseppe: the u.s. market is focused on heavy roasting coffee but in italy we adopt a different level of roasting to bring out the real identity of the coffee beans we buy and deliver them to the consumer the real dna of our coffee. it's very connected to our idea of food. italy is very strong in food culture but we have a great respect for the natural taste of our products and the simplicity for us is the best way to enjoy the maximum flavor of our products. erik: how do you make people aware of this? they are becoming more aware now but is it like a coca-cola/pepsi taste challenge? giuseppe: we are using a lot of marketing tools. we are investing heavily in making people aware of our story. erik: thank you very much. we will be back tomorrow. ♪ olivia:er