A partnership agreement was signed between Lavazza Group and the Commissioner General’s Office for Italy at Expo 2020 Dubai, strengthening the innovation and sustainability project promoted by the country with its participation in the Universal Exposition 2021. As Platinum Sponsor, the company’s products and services will have a presence in the Italy Pavilion for the entire duration of the Expo, which because of the postponement will begin on October 1, 2021, and end on March 31, 2022. The company, in its capacity as official coffee, will take this made in Italy excellence to the heart of the first Expo staged in an Arab country and in the ME.NA.SA. area (Middle East, North Africa and South Asia). The partnership with the Commissioner General’s Office for Italy’s participation at Expo Dubai forms part of the group’s business and sustainability strategy, in the framework of a development programme that is on one hand integrated into its own processes and activities, and on the other put into practice by the non-profit Giuseppe e Pericle Lavazza Foundation, which has 24 projects underway in 17 countries benefiting 97,000 people. The company also aims to engage with and inspire all its stakeholders and civil society in general with a view to Goal Zero, the Sustainable Development Goal that the company has added to the 17 Goals of the UN in order to promote the 2030 Agenda. Antonio Baravalle, CEO, Lavazza Group, said, “The Italy Pavilion at Expo Dubai 2020 not only represents a remarkable opportunity to showcase the best of ‘Made in Italy’ to the whole world, expressed by Lavazza through its ongoing quest for excellence in coffee, but is also a key moment for sharing innovations and good practices in the field of sustainable development across the supply chain, from production to consumption.” “Innovation and creativity underpin the development of our products and processes, while sustainability, which is now an integral part of our business strategy, guides our choices,” he added. The theme chosen for the Italy Pavilion is, ‘Beauty brings people together’. This is represented by a space that is not only an exposition but also a demonstration, offering visitors an out of the ordinary experience by showcasing the expertise, talent and multidisciplinary approach that typify the ‘Made in Italy’ culture and drive new training, professional and business opportunities. Paolo Glisenti, commissioner general of section for Italy’s participation at Expo 2020 Dubai, said, “The partnership with Lavazza let’s us take a product that represents Italian excellence to Expo Dubai, one with an international reputation rooted in good taste, lifestyle, sustainability and innovation, all values that are central to the plan for Italy’s participation in the upcoming Universal Exposition.” The company’s coffee shop project in Dubai is designed to offer visitors to the Expo a ‘Sustainable Coffee Experience’, with the help of the finest products and technology developed by the company. The products on offer will include, for example, the washed Arabica blends in the Lavazza ¡Tierra! range. These fine coffees that respect the natural environment and the local culture are grown using sustainable practices and certified by the Rainforest Alliance, an international NGO that promotes sustainable farming practices designed to protect the environment and ensure dignified living standards for growers. The coffee shop in the Italy Pavilion will be symbolised by a huge Solar Moka, created to showcase an emission-free preparation process that uses solar power to heat the water needed to make the coffee served to visitors.