Lavazza launches new Rainforest Alliance certified regenerative coffee 

The Rainforest Alliance has welcomed the launch of Lavazza’s La Reserva de ¡Tierra! Selection, the first professional-focused coffee sourced from farms certified under the Rainforest Alliance Regenerative Agriculture Standard. The launch marks an important step in bringing regenerative agriculture from field implementation to the consumer and demonstrates how companies and farmers can work together to build a more resilient future for coffee. 

The new coffee builds on a partnership between Lavazza and the Rainforest Alliance that dates back more than two decades and reflects a shared commitment to improving outcomes for farmers, nature and supply chains. It also shows how regenerative agriculture can move beyond broad ambition and into credible, measurable action at farm level. 

The Rainforest Alliance developed its Regenerative Agriculture Standard to provide farmers and companies with a clear, science-based certification pathway for measuring and improving progress across key impact areas, including soil health and fertility, biodiversity, climate resilience, water stewardship and livelihoods. The standard is independently audited and designed to help translate regenerative goals into verified outcomes. 

With the sector navigating challenges from climate volatility, soil degradation, biodiversity loss and economic strain on producers, the Rainforest Alliance sees regenerative agriculture as a promising path toward helping coffee landscapes recover and thrive. 

“For regenerative agriculture to deliver real value, it has to work in practice for farmers, for ecosystems and for the companies that rely on resilient supply chains,” said Luis Iseppe, senior director for Corporate Engagement & Partnership. “This launch helps show what that can look like when long-term partnership is matched with credible standards, field support, and a commitment to continuous improvement.” 

For farmers, regenerative agriculture helps restore soil health, protect biodiversity, improve water management, strengthen resilience to climate shocks and create a stronger foundation for long-term productivity and improved livelihoods. For business, regenerative agriculture offers a way to invest in the health of both farmland and farming communities, helping support a more reliable long-term supply chain. For operators and consumers, the regenerative seal offers a clearer signal that a product comes from farms and supply chains working to restore landscapes while supporting rural communities. 

Lavazza’s launch follows early implementation efforts that included direct support for the regenerative transition in Honduras, where more than 70 farms have already achieved certification under the Rainforest Alliance Regenerative Agriculture Standard through technical training, operational support and guidance. That work has helped accelerate the path from certification design to real-world adoption and now to a consumer-facing market signal. The blend will be available on international markets from June 2026. 

Lavazza’s launch of La Reserva de ¡Tierra! Selection shows how regenerative agriculture is already taking shape, linking farm-level change with business action and consumer recognition.