Lavazza has reaffirmed its dedication to sustainable manufacturing and low farmer welfare with the relaunch of its top class vary of sustainable, high quality blends for espresso execs, La Reserva de ¡Tierra!.
Every mix inside of Lavazza’s vary incorporates coffees from communities fascinated by social accountability initiatives – promoted and controlled via The Lavazza Foundation – which might be then in moderation decided on and gently roasted for a novel style revel in.
The revitalisation of La Reserva de ¡Tierra! sees the advent of a brand new brand, packaging and a brand new mix for 2021, La Reserva de ¡Tierra! INDIA – essentially the most sustainable mix but, absolutely sourced and roasted in India.
To rejoice the relaunch of La Reserva de ¡Tierra!, Lavazza has created a brand new brand which is able to characteristic on all packaging around the vary. ‘Reserva’ symbolizes Lavazza’s make it possible for each and every mix is connected to a selected venture in espresso rising communities and this new brand objectives to tell apart and lift Tierra’s logo values and spotlight the hyperlink between the product and The Lavazza Foundation.
Sustainability is on the core of The Lavazza Foundation, and gives the muse in the back of each and every mix inside the La Reserva de ¡Tierra! vary. Therefore, the brand new and stepped forward packaging will now allow espresso execs to find the devoted Lavazza Foundation venture related to each and every mix, devoted to bettering the productiveness and high quality of espresso cultivation in addition to the entrepreneurship and independence of manufacturers.
The relaunch additionally sees the advent of recent packaging for each and every variant inside the La Reserva de ¡Tierra! vary. The entrance of pack will now element the USPs of each and every mix along the espresso origins and product lifecycles and again of pack will characteristic data across the craftmanship and extraction parameters for each and every variant, making sure top of the range in-cup effects. Further, each and every pack inside the vary might be stamped with both RFA or natural certifications, signifying that each and every mix has been created consistent with sustainable agricultural practices to give a boost to espresso high quality manufacturing and the residing and dealing prerequisites of espresso farming communities.
To accompany the rebrand, Lavazza additionally offered La Reserva de ¡Tierra! INDIA to the variability in 2021. Originating from Karnataka in South West India, La Reserva de ¡Tierra! INDIA blends washed Arabica, single-estate washed Robusta and Indian strong point espresso, Monsooned Malabar, to supply a luxurious, creamy coffee with a wealthy and velvety frame. Produced consistent with sustainable farming laws, The Lavazza Foundation helps espresso growers in Karnataka via coaching them in sustainable agriculture practices and supporting the participation of ladies inside the group within the espresso trade.
The relaunched La Reserva de ¡Tierra! vary incorporates a complete of six blends, all of which might be supported via devoted Lavazza Foundation tasks.
This yr, Lavazza might be saying its La Reserva de ¡Tierra! relaunch, in the course of the on-line London Coffee Festival on 16 April.