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Lavazza globally launches La Reserva De ¡Tierra! India

Thursday, September 23, 2021, 17:00 Hrs  [IST]
HBI Staff | Hyderabad

Lavazza, the Italian brand that is among the world’s leading coffee roasters, has announced the launch of La Reserva de ¡Tierra! India, a unique premium blend of refined coffees fully sourced from Karnataka and crafted in India, for professional use in cafes, fine-dine restaurants and star hotels.


This variant is part of Lavazza’s brand-new La Reserva de ¡Tierra! range - a collection of the finest and sustainable coffee blends carefully designed and crafted to offer professional baristas the unique taste experience of a coffee origin land while highlighting the Group's commitment to creating a sustainable coffee experience.


Commenting on the launch of La Reserva de ¡Tierra! India, Jai Ganesh Ramnath, Managing Director, Lavazza India said, “La Reserva de ¡Tierra! reiterates Lavazza’s commitment to our planet, our farmers and our customers. There is a story of sustainability behind every cup from this collection; ¡Tierra! Brasile and Colombia, two recently launched blends from this collection have been acclaimed globally for their unique blends. We take immense pride in launching La Reserva de ¡Tierra! India, a blend that has been 100% grown and procured in Karnataka and roasted in our Indian factory that is located in Sri City, Andhra Pradesh. We have had the opportunity to work in close quarters with farmers from Karnataka and to be exporting ¡Tierra! India to the rest of the world is a true testament to this unique blend that truly belongs to the soil of India.”


Lavazza ¡Tierra! is a social responsibility project that was started by Lavazza Foundation in 2002, aimed at improving living and environmental conditions of coffee-producing communities around the world while providing them with the brand’s technical know-how to help their businesses grow. As part of its work in Karnataka, the Foundation works with over a 1000 smallholder coffee farming families, promoting access to market, supporting women participation in cooperatives, setting up a farmer organization and encouraging the use of sustainable agricultural techniques in order to improve coffee quality. Subsequently, 125 small hold and 10 large hold farmers have been finalized for the UTZ certification, a sustainable farming certification programme as part of the Rainforest Alliance.


“Lavazza believes the true essence of coffee is not only revealed by its aroma but also comes from the land of its origin and respect for the people who grow it. Holding this belief, Lavazza has committed to playing an active role in sustainable development since 2002, when the Tierra project was created”, explained Veronica Rossi, Sustainability Reporting and Lavazza Foundation Manager. 


“Today, Lavazza Foundation is supporting 31 sustainability projects in 19 countries across 3 continents in favor of over 130,000 coffee farmers. Our goal is to improve productivity and quality of coffee production while promoting entrepreneurship of farmers, women and youth, as well as adaptation and mitigation of climate change effects. In order to strengthen these efforts, La Reserva de ¡Tierra! coffees were developed to offer a product aiming at excellence and sustainability.”


La Reserva de ¡Tierra! India is an espresso premium blend from the Malabar Coast of Karnataka and Kerala prepared with a slow, delicate and gentle roasting process containing the Indian specialty Monsooned Malabar coffee blend. Known for its soft and mellow characteristics with notes of cocoa, spices, liquorice and a winey aftertaste, the blend comes in a completely recyclable packaging and is 100% Rainforest Alliance certified. With a balanced body note, aroma and taste, La Reserva de ¡Tierra! India will bring the best coffee experience there is in the HoReCa & food-service industries, narrating the story of sustainability with every cup. 


La Reserva de ¡Tierra! India is available in 1 kilogram packs.  For more information, please visit La Reserva de ¡Tierra! India website. 

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