Lavazza reaffirms sustainability commitment with La Reserva de iTIERRA! relaunch

Lavazza, is reaffirming its commitment to sustainable production and coffee farmer welfare with the relaunch of its premium range of sustainable, quality blends for coffee professionals, La Reserva de ¡Tierra!.

Synonymous with excellence and sustainability throughout the whole supply chain, every blend within Lavazza’s popular range contains coffees from communities involved in social responsibility projects – promoted and managed by The Lavazza Foundation – which are then carefully selected and gently roasted for a unique taste experience.

The revitalisation of La Reserva de ¡Tierra! sees the introduction of a new logo, packaging and a new blend for 2021, La Reserva de ¡Tierra! INDIA – reportedly the most sustainable blend yet, fully sourced and roasted in India.

To celebrate the relaunch of La Reserva de ¡Tierra!, Lavazza has created a new, unique logo which will feature on all packaging across the range. ‘Reserva’ symbolises Lavazza’s guarantee that each blend is linked to a particular project in coffee growing communities and this new logo aims to distinguish and elevate Tierra’s brand values and highlight the link between the product and The Lavazza Foundation.

Sustainability is at the core of The Lavazza Foundation, and provides the inspiration behind each blend within the La Reserva de ¡Tierra! range. Therefore, the new and improved packaging will now enable coffee professionals to discover the dedicated Lavazza Foundation project associated with each blend, dedicated to improving the productivity and quality of coffee cultivation as well as the entrepreneurship and independence of producers.

The relaunch also sees the introduction of new packaging for each variant within the La Reserva de ¡Tierra! range. The front of pack will now detail the USPs of each blend alongside the coffee origins and product lifecycles and back of pack will feature information around the craftmanship and extraction parameters for each variant, ensuring high quality in-cup results. Additionally, each pack within the range will be stamped with either RFA or organic certifications, signifying that each blend has been created according to sustainable agricultural practices to improve coffee quality production and the living and working conditions of coffee farming communities.

The relaunched La Reserva de ¡Tierra! range contains a total of six blends, all of which are supported by dedicated Lavazza Foundation initiatives:

La Reserva de ¡Tierra! INDIA

(Available in espresso; balanced flavour)

Taste profile: Contains selected Arabica (80%) and Robusta (20%) coffees for a sumptuous, creamy espresso with a rich and velvety body. A combination of washed Arabica, single-estate washed Robusta and the Indian specialty coffee, Monsooned Malabar, best known for its soft and mellow characteristics.

·       Origin: Created from three coffee types from the Karnataka state of India; Plantation A, Monsooned Malabar AA and Parchment AB

·       Certifications: 100% Rainforest Alliance certified

·       Blend: The velvety body derives from beans from Parchment AB and the Monsooned Malabar AA, whilst the sweetness originates from the Arabica Plantation A. The blend of the three coffee types brings out the spicy and cocoa notes

·       Lavazza Foundation project: This project aims to support the competitiveness of 1,000 small hold coffee farmers in Karnataka India, by training them in sustainable agriculture practices, improving coffee training and supporting the participation of women within the community in the coffee industry.

La Reserva de ¡Tierra! ALTECO and ALTECO Decaf

(Available in espresso; balanced flavour)

Taste profile: Sourced only from organic plantations and uncontaminated areas. Contains selected Arabica (60%) and Robusta (40%) coffees for a full body and balanced espresso with a velvety crema. An elegant cup with notes of honey, dried fruits and a persistent chocolate finish.

·       Origins: Coffee originates from Central America, South America and Africa

·       Certifications: certified BIO​, 100% Rainforest Alliance certified

·       Blend: The rich body is created by the washed Robusta and the natural Arabica. The natural and washed Arabica bring the sweetness and create a perfect balance of honey, dried fruits and chocolate notes

·       Lavazza Foundation project: The project in Chiapas, Mexico, aims to increase the resilience of Mexican coffee farmers my providing training on production and post-harvest practices, and through coffee plantation renovation to replace diseased, aged and/or unproductive coffee trees.

La Reserva de ¡Tierra! COLOMBIA 100% ARABICA

(Available in espresso and filter; aromatic flavour)

Taste profile: An aromatic harmony of flavours, characterised by sweetness, refined acidity and full body. Contains notes of tropical fruits accompanied by scents of lime zest and jasmine and has a mild liqueur-like aftertaste

·       Origin: 100% washed Arabica from different Colombian origins including Meta, Antioquia and Huila

·       Certifications: 30% Rainforest Alliance Certified

·       Blend: The Meta washed Arabica coffee brings body, while the sweetness and fruity notes derive from the Western Cordilleras (Antioquia) Arabica. Coffee from the South (Huila) also brings acidity

·       Lavazza Foundation project: Supports post war economic development in the Meta region of Colombia through improving coffee quality and plantation productivity. The Lavazza Foundation has also introduced Rainforest Alliance Sustainable agriculture standards within the production area

La Reserva de ¡Tierra! SELECTION 100% ARABICA

(Available in espresso and capsules; balanced flavour)

Taste profile: An aromatic espresso with medium body and a sweet taste. The skilful selection and combination of Arabica from the best origins of Central and South America, create this unique blend with delicate notes of jasmine flowers, almonds and milk chocolate.

·       Origin: 100% natural and washed Arabica from Brazil, Nicaragua, Honduras and Peru

·       Certifications: 100% Rainforest Alliance Certified

·       Blend: The natural Arabica from Brazil brings the body, while the sweetness and the acidity of the blend originates from the washed Arabica from Nicaragua, Honduras and Peru. Dried fruits and chocolate notes come from the Brazilian coffee beans, while the floral notes derive from Nicaragua, Honduras and Peru

·       Lavazza Foundation project: Has introduced integrated 3-year cycle training programmes and technical assistance to improve the sustainable wellbeing of 26 small coffee producers, farmers, and local communities in Jinotega, Nicaragua. This includes technical assistance visits, digital monitoring and training, technical and administration support and training on sustainable agricultural practices.

La Reserva de ¡Tierra! BRASILE 100% ARABICA

(Available in espresso and Roast & Ground; balanced flavour)

Taste profile: An intense, smooth and velvety espresso with round body and a strong taste. A premium blend of Brazilian natural Arabica. Notes of roasted cereal, honey and dark chocolate.

·       Origin: 100% natural Arabica from different Brazilian origins including Lambari and Minas Gerais

·       Certifications: 80% Rainforest​ Alliance Certified

·       Blend: The Cereja Apassita brings the body, while the Lambari Natural brings the acidity. Both coffees bring sweetness to the cup. Honey and chocolate notes come from the Cereja Apassita, while Lambari Natural Arabica brings the nutty flavour.

·       Lavazza Foundation project: Looks to empower small scale coffee farmers in Lambari, Brazil for global markets and climate change resilience. Farmers are trained on good agricultural practices, organisational development, marketing and commercialization and how to adapt to climate change

La Reserva de ¡Tierra! BRASILE

(Available in espresso; bold flavour)

Taste profile: A velvety espresso with an intense personality.  The best natural and semi-washed Brazilian Arabica meet the refined washed Conillon Robusta creating a full body and a round taste. Includes notes of dark chocolate, hazelnuts and cane sugar.

·       Origin: The blend is created from Lambari Natural Arabica, from Lambari, Minas Gerais, semi-washed Cereja Descascada Arabica from Sul del Minas (70%) and washed Conillon Robusta (30%) from Espirito Santo

·       Certifications: 30% Rainforest Alliance Certified

·       Blend: The washed Conillon Robusta and Lambari Natural Arabica create the body. Sweetness comes from the Lambari Natural Arabica while the Cereja Descascada brings the acidity. The nutty notes derive from the Lambari coffee, while the dark chocolate and cane sugar notes come through via the Washed Conillon.

·       Lavazza Foundation project: A dedicated project which looks to empower small scale coffee farmers in Lambari Brazil by educating them on Good Agricultural Practices (GAP), organizational development, marketing and commercialization and adaptation to climate change.

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