¡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 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.