Lavazza has reaffirmed 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!.
Every blend within Lavazza’s 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 – 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 logo which will feature on all packaging across the range. ‘Reserva’ symbolizes 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. Further, 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.
To accompany the rebrand, Lavazza also introduced La Reserva de ¡Tierra! INDIA to the range in 2021. Originating from Karnataka in South West India, La Reserva de ¡Tierra! INDIA blends washed Arabica, single-estate washed Robusta and Indian specialty coffee, Monsooned Malabar, to produce a sumptuous, creamy espresso with a rich and velvety body. Produced according to sustainable farming regulations, The Lavazza Foundation supports coffee growers in Karnataka by training them in sustainable agriculture practices and supporting the participation of women within the community in the coffee industry.
The relaunched La Reserva de ¡Tierra! range contains a total of six blends, all of which are supported by dedicated Lavazza Foundation initiatives.
This year, Lavazza will be announcing its La Reserva de ¡Tierra! relaunch, through the online London Coffee Festival on 16 April.
