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¡TIERRA!: THE PROJECT

8 countries and over 3,000 coffee-growers involved

Each year, with each new calendar, Lavazza collaborates with a prestigious and respected photographer, a process that both affirms and renews its image. This annual ritual on the one hand confirms the company’s sure and unmistakable style and on the other hand helps it stay in step with the times — even a step ahead. The Lavazza spirit has inspired powerful, glamorous, 

and unconventional images: in a word, memorable. Important names — those of the masters of international photography — have all taken turns behind the camera: Helmut Newton, Ellen von Unwerth, Ferdinando Scianna, Albert Watson, Marino Parisotto, Elliot Erwitt, David LaChapelle and many others. Learn more about them in the short biographies in this section.