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¡Tierra! was Lavazza’s first independent CSR (Corporate Social Responsibility) project translating into a product — now a line of products — that offers the highest quality and continues to evolve.

The ¡Tierra! project started in 2002, the first phase involved three communities in Peru, Honduras and Colombia. The second phase, launched in 2010, involves India, Brazil and Tanzania.
Both phases share the same aims:

  • to improve the living conditions and economic growth of coffee farming communities
  • to improve the habitability of the land
  • to develop high-quality production methods that are increasingly ecological and profitable, thanks to new agricultural techniques and production tools, aimed at greater competitiveness and independence

To achieve these goals, many incremental improvements have been set up to simplify and make coffee production more efficient; homes, schools, and infirmaries have been built or restructured; and micro projects have been established.

The results are very positive and all the people involved benefit from the initiatives — first of local communities, who have become fully independent producers of a higher-quality green coffee, the company, and coffee lovers, who can enjoy two new Lavazza blends that combine sustainability and coffee excellence.

In 2005 the three communities involved in the first phase of the project received Rainforest Alliance certification.

Colombia Peru, Honduras, Colombia The ¡Tierra! project started out in these three countries.

 

 

The ¡Tierra! project started out in these three countries, in three communities of small-scale coffee growers. When the project ended in 2009, numerous positive results had been achieved:

  • the communities involved had attained full autonomy, thanks also to the creation of a profit and loss account for each undertaking
  • today the coffee farmers are able to sell their product directly, without turning to intermediaries, thus allowing them to get the best prices and earn more equitably
  • all the coffee plantations have received Rainforest Alliance certification 
  • Lavazza ¡Tierra!, made from three local varieties of washed Arabica, has been added to the Lavazza range and has been praised widely on all levels by Italian and international consumers
  • various economic, social and environmental actions have helped to improve the living conditions of the communities.

The project has paid great attention to training the coffee growers, who have been given the chance to to learn how to manage production and use sustainable growing techniques.
The opening of two banks offering loans has given further impetus to productivity and the quality of the coffee that is grown.


Peru
Ñagazú and Alto Churumazú

The project involved two communities, Ñagazú and Alto Churumazú, in the Villa Rica area, where high-quality parchment coffee is grown. The main objective was to increase production to 1.4 million kg per year by building new plants to improve processing. The work also had more social and environmental aspects, such as a new school which made it possible to educate 370 people in six years.

Other initiatives:

  • Reforestation using mainly local plants
  • Technical assistance to improve production and training with specialised agronomists, launching a pilot cultivation scheme?
  • Loans to expand the coffee production zone

 

Honduras
La Fortuna

In this small community Lavazza wanted to demonstrate how sustainable coffee cultivation is possible and beneficial for all.
Along with coffee production improvement activities, Lavazza also implemented social initiatives in the spirit of Tierra, such as a new school reforestation and micro-credit facilities.

Other initiatives:

  • Training to improve production efficiency
  • Construction of an infirmary and medical centre
  • Improvement of coffee drying structures


Colombia
La Esperanza

The project involved a community in the Department of Huila, an area known for growing excellent product but currently in great difficulty due to widespread guerrilla warfare and the coffee crisis. Construction or renovation of homes, the installation of septic tanks and processing plants, first aid, food and education support — were the first initiative, followed by work to make the plantations compliant with the Rainforest Alliance certification standards.

Other initiatives:

  • Technical assistance to improve production quality and efficiency
  • Training with specialised agronomists to learn the best practices
  • Launch of a pilot cultivation scheme
  • Micro-credit project

 

 

Brazil, India, Tanzania Brazil, India, Tanzania The second phase of the ¡Tierra! project.

 

 

 

The second phase of the ¡Tierra! project, launched in 2010, involves communities of small local coffee growers in Brazil, India and Tanzania. Great attention is paid to coffee quality and the growers’ living conditions. The various projects envisage environmental, social and economic conditions, with the specific aim of improving agricultural practices, such as soil analysis, the proper use of fertilisers, improved pruning techniques, sustainable techniques and so on.

 

 

Brazil
The project involves coffee growers from Minas Gerais, with the participation of various partners — Hans R. Neumann Stiftung, Emater, the Fundação do Banco do Brasil and the Cooperativa Agropecuária de Lambari — and the support of the Giuseppe and Pericle Lavazza Foundation.
Promoting family-based coffee production and making it more efficient and environmentally friendly, is the aim of this initiative.
The Lavazza Foundation has planned for the sustainable development of the municipality and region. Thanks to its project partners, it will guarantee the inclusion of various local coffees (certified by the Rainforest Alliance) in sustainable coffee.

 

India
In India the project aims to support 400 producers of Robusta coffee in the state of Karnataka. Launched in 2011, it envisages the collaboration of DEG (Deutsche Investitions- und Entwicklungsgesellschaft), a German organization active in international finance development. The aim is to improve production standards and make them competitive based on sustainable agricultural practices.

 

Tanzania
Started in 2010, the objective is to provide technical assistance to around 750 producers in the Kirua area, on the slopes of Kilimanjaro. The Foundation has also contributed to the reconstruction of a school in collaboration with Kirua Children.

 

Rainforest Alliance Rainforest Alliance


 

 

The Rainforest Alliance is an international NGO which certifies the sustainability of companies and farming activities in the rainforest. Its viewpoint is that of preserving the natural environment while bearing agricultural needs in mind.
The NGO has a well-earned reputation for its rigorous checks and the strictness of the nine requirements that must be met in order to be certified. 

 

Lavazza shares the Rainforest Alliance’s ambition to safeguard the environment to benefit local farmers, not only for their health and social welfare, but also on a financial level. This is why it was invited to certify the Tierra project.

The communities in the first phase of the project took just three years to obtain certification, which in 2005 confirmed their environmental, social and work sustainability, as well as observance of the nine principles of Rainforest Alliance:

  1. Wildlife protection
  2. Ecosystem conservation
  3. Soil management and conservation
  4. Water conservation
  5. Fair treatment and good working conditions for workers
  6. Community relations
  7. Integrated waste management
  8. Integrated pesticide management
  9. Monitoring and pacification.

To learn more, visit the Rainforest Alliance website.

Steve McCurry iTierra! Photobook ¡Tierra! and Steve McCurry: a cultural sustainability project.

 

 

 

 

¡Tierra! also has a unique photo book documenting the project through its fascinating development.
The photography recalls the faces, stories and atmosphere of Tierra with immense respect and empathy, conveying emotions and enthusiasm through the eyes of Steve McCurry.

 

McCurry is one of the most famous and authoritative reporters of National Geographic, a member of Magnum Photos, and the winner of numerous prestigious awards. He immediately embraced Lavazza’s idea and started to follow Tierra long before it was actually launched. He traveled to the three communities before the preliminary work began to document before, during, and after the project. The result of their commitment has been turned into a book on the first phase of ¡Tierra!.

 

Steve is now travelling again to record the second phase of the ¡Tierra! project for Lavazza.
In 2010 he went to Lambari in Brazil and in 2011 to Karnataka in India, and now he is off to Tanzania to document the story of the ¡Tierra! project; a unique cultural sustainability project.

 

“Whenever I leave, I think that it’s to discover something I’ve never seen before. I like the feeling of astonishment that has always accompanied me, because it allows me to talk to the people in front of my lens and discover not only my subjects’ faces, but also their stories. This happens every time with Lavazza and with ¡Tierra!. It happened in the past in Peru, Colombia and Honduras, and then again last year in Brazil. [...] And we had the chance to see people working, harvesting, sweating, and then relaxing and joking at the bar. We were invited into every house we passed and were guests in a world that is truly somewhere else. This is what is so great about a job like mine and a project like Tierra: you are never considered intruders by people who share a common plan. This is also why I have always believed in the Tierra project, which we would be wrong to define as merely a sustainable project, because it’s something more: it represents tangible, material, social and cultural support.” Steve McCurry

 

¡Tierra! al Salone dell Gusto 2004 The Products ¡Tierra!, is a high-quality and 100% sustainable coffee.

 

 

 

 

The commitment between Lavazza and the communities of ¡Tierra! has become top-quality coffee certified by the Rainforest Alliance.

 

¡Tierra! is a blend of 100% washed Arabica coffees: very sweet and aromatic, with a soft and thick crema.

¡Tierra! Intenso is 100% prized Arabica; a full-bodied coffee with chocolatey notes which give the blend a round and unmistakable aroma.

The products are as good as the intentions of the project and the results achieved in the first phase: better living conditions for the communities, more profitable cultivations, and more efficient processing techniques which respect the environment.

Discover ¡Tierra! products for home, cafés, and restaurants.