3 different blends, the perfect combination of excellence in taste and sustainability.

Our choices can change the world, like those of the Lavazza Foundation, which inspired the new ¡Tierra! Bio-Organic

Lavazza ¡Tierra! Bio-Organic is a story with many different protagonists, starting with the three different varieties of coffee, which not only meet the current needs of coffee lovers, but are also inspired by the projects of the Lavazza Foundation. The Foundation is active in 19 countries across 3 continents with 31 projects, benefiting 130,000 people, the Foundation promotes and implements economic, social and environmental sustainability projects in favour of coffee-growing communities. Lavazza Tierra! brings a true story of sustainability to every cup, telling the story of the different origins where the Lavazza Foundation's projects are running.

Every coffee marks a choice: ¡Tierra! Bio-Organic for Planet, For Amazonia, For Africa

Tierra! Bio-Organic talks about the projects and objectives supported thanks to the Lavazza Foundation:

• Tierra! Bio-Organic For Planet, in response to climate change
• Tierra! Bio-Organic For Amazonia, in support of reforestation
• Tierra! Bio-Organic For Africa, to support the training of young farmers.

Those who choose the three new ¡Tierra! Bio-Organic blends are immersed in a unique taste adventure thanks to Lavazza's expertise in blending and roasting, and to hand-picked organic coffee from RFA-certified farms. 

 ¡Tierra! Bio-Organic range contains premium coffee blends: 100% Arabica for ¡Tierra! for Planet (sweet and fruity); 100% single-origin Arabica for ¡Tierra! for Amazonia (balanced and aromatic) and Arabica/Robusta blend for ¡Tierra! for Africa (rich and full-bodied).

 iTierra! Bio-Organic brings with it the principles of sustainability also in its packaging thanks to a package designed to promote recycling and made of homogeneous plastics (PP/PE). In addition, the packs of the new Lavazza ¡Tierra! Bio-Organic For Planet, For Africa and For Amazonia blends are characterised by bright motifs and colours that catch the eye and convey an exciting connection between people, nature and the pleasure of Italian coffee.

Tierra! Bio-Organic For Planet

Climate change poses a real threat to coffee, as it risks compromising its quality and causing a gradual reduction in arable land.

Lavazza ¡Tierra! Bio-Organic For Planet is a fine selection of hand-picked organic Arabica from unspoilt locations in Africa and Central and South America, where the Lavazza Foundation is involved in projects to teach coffee growers about agricultural techniques for managing the effects of climate change.

Organoleptic description: a delicate, fruity blend with a strong persistence.

Tierra! Bio-Organic For Amazonia

Forests are a fundamental asset for the survival of every living thing on Earth: they clean the air, absorb emissions and stabilise the climate.

Lavazza ¡Tierra! Bio-Organic For Amazonia is a selection of organic Arabica from Perù, harvested by hand. In Perù, the Lavazza Foundation is involved in activities to protect the environment of the Amazon rainforest through constant reforestation.

The project supported by the Lavazza Foundation is carried out by CESVI together with the Peruvian Ministry of the Environment and the local and indigenous communities of the Madre de Dios region, in the heart of the Amazon forest.

Organoleptic description: full-bodied, aromatic blend with a chocolate aftertaste.

 Tierra! Bio-Organic For Africa

Lavazza believes in the central role of young people and the importance of supporting them with training programmes that motivate them to stay in their homeland.

Lavazza ¡Tierra! Bio-Organic For Africa is a premium blend of hand-picked organic Arabica and Robusta beans from East Africa.

In East Africa, the Lavazza Foundation supports new generations of farmers, training them in the entrepreneurial management of their businesses.

The Lavazza Foundation supports various projects in Africa, specifically in Uganda:

• It works with Sawa World, an NGO which has won awards for its innovative approach to tackling and resolving the serious problems caused by extreme poverty.
• It also supports ICP (International Coffee Partners) training sessions on innovative farming techniques and the financial and organisational management of plantations for groups of young people through the ''field school'' approach.

Organoleptic description: rich and full-bodied blend with good persistence.

Tierra in the UAE

Consumer awareness and sustainability

According to the latest AC Nielsen findings, consumers in the UAE are becoming more conscious of how the products they purchase are sourced. Organic and bio products are becoming an attractive category for 25% of  UAE shoppers. More and more people are indeed becoming more careful about their actions and the way they impact on the environment, appreciating those brands that play an active role in safeguarding the world while paving the way to a better future.

The launch of Tierra Organic range in the UAE addresses the above findings and is focused on creating consumer awareness and sustainability.

“Launching ¡Tierra! Organic range in the UAE is a significant step for Lavazza. One of the most important goals for us is to understand consumer sentiments and environmental layers of infrastructure of every market we operate in. Lavazza is committed to contributing to the needs of local consumers and will continue to drive a better future, and promote a virtuous circle that creates economic, social and environmental value,”says Emanuele De Marchi,  CEMEA Marketing Coordinator at Lavazza Group.

Lavazza at Expo 2020 Dubai

Lavazza is Platinum Sponsor of Italy Pavilion at Expo Dubai 2020 and brings on this important international stage its values and commitment, the voice of ‘Made in Italy’ sustainability, as told by the new ¡Tierra! range and projects promoted by the Lavazza Foundation.

Designed by CRA-Carlo Ratti Associati and Italo Rota Building Office, the new coffee shop Solar Coffee Garden located at the Italian Pavilion is offering visitors an immersive experience within the Lavazza universe and the world of ¡Tierra!, a range that combines a focus on the origin and preparation of the product, excellent taste, respect for the environment and social issues, ready to conquer the region with its aroma.

Committed to playing an active role in sustainable development, alongside the retail offer ¡Tierra!,  Lavazza has also launched La Reserva de ¡Tierra! coffee range, the collection of premium sustainable quality blends carefully designed and crafted for coffee professional and available at local cafès and restaurants – including  the Solar Garden Coffee at Expo the Italian Pavilion.

About the Lavazza Group

Established in 1895 in Turin, the Italian coffee company has been owned by the Lavazza family for four generations. Among the world’s most important roasters, the Group currently operates in more than 140 countries through subsidiaries and distributors, with 70%of turnover generated on international markets. Lavazza employs a total of over 4,000 people and in 2020 generated sales of € 2.085 billion. Companies that form part of the Lavazza Group include France’s Carte Noire and ESP (acquired in 2016 and 2017 respectively), Denmark’s Merrild (2015), North America’s Kicking Horse Coffee (2017), Italy’s Nims (2017), and the business of Australia’s Blue Pod Coffee Co (2018). At the end of 2018, following an acquisition, the Lavazza Professional Business Unit was created, which includes the leading Office Coffee Service (OCS) systems Flavia and Vending brand Klix.

Find out more at: lavazzagroup.com.