This variant is part of its brand-new La Reserva de ¡Tierra! range – a collection of the finest and sustainable coffee blends carefully designed and crafted to offer professional baristas the unique taste experience of a coffee origin land while highlighting the group’s commitment to creating a sustainable coffee experience.
Commenting on the launch, Jai Ganesh Ramnath, managing director, Lavazza India, said, “La Reserva de ¡Tierra! reiterates Lavazza’s commitment to our planet, our farmers and our customers. There is a story of sustainability behind every cup from this collection; ¡Tierra! Brasile and Colombia, two recently launched blends from this collection have been acclaimed globally for their unique blends. We take immense pride in launching La Reserva de ¡Tierra! India, a blend that has been 100% grown and procured in Karnataka and roasted in our Indian factory that is located in Sri City, Andhra Pradesh. We have had the opportunity to work in close quarters with farmers from Karnataka and to be exporting ¡Tierra! India to the rest of the world is a true testament to this unique blend that truly belongs to the soil of India.”
Lavazza ¡Tierra! is a social responsibility project that was started by Lavazza Foundation in 2002, aimed at improving living and environmental conditions of coffee-producing communities around the world while providing them with the brand’s technical know-how to help their businesses grow. As part of its work in Karnataka, the Foundation works with over a 1000 smallholder coffee farming families, promoting access to market, supporting women participation in cooperatives, setting up a farmer organisation and encouraging the use of sustainable agricultural techniques in order to improve coffee quality. Subsequently, 125 small hold and 10 large hold farmers have been finalised for the UTZ certification, a sustainable farming certification programme as part of the Rainforest Alliance.
