One glance at that weblink will show you how much this deal makes sense. Lavazza gets access to the US market. GMCR gets access to the rest of the world. And, they get an investment from a major coffee company at a valuation that they think is lower than it will be in the future.
I wonder who knows more about the coffee industry and the business model of GMCR... Lavazza, or some young punk analyst at a hedge fund who has to defend a short position that is horribly moving against him?