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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.

tierra The first phase of the ¡Tierra! project Peru, Honduras, Colombia



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 caficultores 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 cultivations plantations have received Rainforest Alliance certification.



Lavazza ¡Tierra!, the coffee 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 interventions have helped to improve the living conditions of the communities, as can be noted in the details about the individual countries.

The project has paid a great deal of attention to training the coffee growers, who have been given the chance to participate in courses and pilot cultivations 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.

test Perù 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. Furthermore, 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
  • Micro-credit project (loans) to expand the coffee production zone