Lavazza, the Italian coffee brand, has launched La Reserva de ¡Tierra! India, a premium blend of refined coffees fully sourced from Karnataka and crafted in India, for professional use in cafes, fine-dine restaurants and star hotels.
This variant is part of Lavazza’s brand-new La Reserva de ¡Tierra! Range, a collection of sustainable coffee blends carefully designed and crafted to offer professional baristas the taste experience of a coffee origin land while highlighting the Group’s commitment to creating a sustainable coffee experience.
Commenting on the product’s launch, Jai Ganesh Ramnath, MD, Lavazza India said, “La Reserva de ¡Tierra! India 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.”
This blend has been 100% grown and procured in Karnataka and roasted in Lavazza’s Sri City factory in 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,” Ramnath added.
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 globally 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 organization 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 finalized for the UTZ certification, a sustainable farming certification programme as part of the Rainforest Alliance.
“Lavazza believes the true essence of coffee is not only revealed by its aroma but also comes from the land of its origin and respect for the people who grow it. Holding this belief, Lavazza has committed to playing an active role in sustainable development since 2002, when the Tierra project was created”, explained Veronica Rossi, Sustainability Reporting and Lavazza Foundation Manager.
“Today, Lavazza Foundation is supporting 31 sustainability projects in 19 countries across 3 continents in favor of over 130,000 coffee farmers. Our goal is to improve productivity and quality of coffee production while promoting entrepreneurship of farmers, women and youth, as well as adaptation and mitigation of climate change effects. In order to strengthen these efforts, La Reserva de ¡Tierra! coffees were developed to offer a product aiming at excellence and sustainability.”
An espresso premium blend from Karnataka’s and Kerala’s Malabar Coast La Reserva de ¡Tierra! India is prepared with a slow, delicate and gentle roasting process containing the Indian specialty Monsooned Malabar coffee blend. Known for its soft and mellow characteristics with notes of cocoa, spices, liquorice and a winey aftertaste, the blend comes in a completely recyclable packaging and is 100% Rainforest Alliance certified.
