Green Globe award

The Rainforest Alliance, an international non-governmental organisation active in the promotion of sustainability, has already given the sustainability certification to the plantations involved in ¡Tierra! Project. Last year Lavazza was awarded further praise from the alliance with a Green Globe award for the project.

The first new product line from Lavazza is the ¡Tierra! Intenso 100 per cent Arabica filter coffee, which is available in 64 gram sachets. The selected Brazilian Arabica beans give this premium blend an intense flavour and a full body which combine perfectly with the scents and mildness of the Peruvian and Colombian constituents.

Lavazza has also added a decaffeinated option to its sustainable range. ¡Tierra! 100 per cent Arabica Espresso Decaffeinato is sold in 500g boxes comprising 80 x 6.25g sachets. A premium blend of Brazilian Arabica beans, medium roast, gives this special decaffeinated coffee a distinguished smooth full bodied flavour.

In the past, ‘decaf' has sometimes suffered from a tendency to go stale due to lower demand for the product and therefore compromising on the quality and taste of the final product. The sachets give a perfect measure every time guaranteeing that it is 100 per cent fresh.

Great news

Barry Kither, Lavazza's Away From Home Sales and Marketing Director, commented on the benefits of offering a decaf blend in individual vacuum packed sachets, "guaranteed fresh decaffeinated coffee is long overdue and is great news for those who enjoy the taste of coffee without the caffeine.

"The reason for a better decaffeinated offering, coupled with the growth of the ¡Tierra! range comes from consumer demands for more choice within Lavazza's sustainable blend and growing awareness for ethical products in general. Consumer's now realise that coffee with a conscience can taste as good as other blends and means that they don't need to compromise their principles for a great cup of coffee."

Benefit

The ¡Tierra! Project continues to ensure that the Lavazza coffee is grown and harvested to the benefit of the workers, the community and the environment of the three selected areas.

Lavazza is guaranteeing long-term support to producers and communities helping them to improve the quality and consistency of their coffee and utilising new coffee processing and drying systems enabling the farmers to obtain a higher market price. As part of the Lavazza ¡Tierra! initiative new housing, medical facilities and schools have been constructed, and water treatment and improved cultivation techniques implemented.

www.lavazza.com

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