Dubai – Qahwa World
On Earth Day, Lavazza has introduced La Reserva de ¡Tierra! Selection, its first coffee for the professional channel certified under the regenerative agriculture standard developed by the Rainforest Alliance.
The launch marks a new step in the company’s sustainability strategy, combining existing Rainforest Alliance Sustainable Agriculture certification with the newer regenerative agriculture certification. The dual certification reflects farming practices aimed at restoring ecosystems, improving soil health, protecting biodiversity, and supporting coffee-growing communities.
The development follows a multi-year effort by Lavazza to integrate regenerative agriculture across its supply chain. Since 2023, the group has advanced projects through its research, development, and corporate social responsibility teams in origin countries, focusing on agronomic practices, environmental impact measurement, traceability, and farmer engagement.
In parallel, the company has supported an early implementation program in Honduras, where more than 70 farms have achieved certification under the Rainforest Alliance Regenerative Agriculture Standard. The initiative included technical training, operational support, and structured guidance to assist farmers in transitioning to regenerative practices.
According to Lavazza, this combined approach has enabled the faster introduction of a coffee product meeting both certification standards, building on its partnership with the Rainforest Alliance that dates back more than two decades.
The Rainforest Alliance Regenerative Agriculture Standard is designed to promote a “Nature Positive” approach to farming. It emphasizes soil restoration, climate resilience through agroforestry, biodiversity protection, improved water management, and better livelihoods for farming communities.
La Reserva de ¡Tierra! Selection is a 100% Arabica blend, combining natural coffees from Brazil with washed coffees from Honduras. Developed for the food service sector, it offers a balanced flavor profile with notes of jasmine, almonds, and milk chocolate, and is designed for consistent extraction in professional settings.
The blend includes coffee sourced from certified farms in Brazil and Honduras, along with a portion from a project supported by the Lavazza Foundation in Brazil’s Minas Gerais region. The initiative focuses on farmer training, agricultural planning, and improvements to living conditions.
Lavazza said the new product will be available in international markets starting in June, supported by a digital campaign highlighting its regenerative agriculture efforts and collaboration with certified farms.
Founded in Turin in 1895, Lavazza operates in more than 140 markets and remains one of the leading global coffee companies, with a portfolio that includes several international brands. The Rainforest Alliance continues to work with farmers, companies, and communities worldwide to promote sustainable agriculture and environmental conservation.
