Italian coffee specialist Lavazza has become the third major company within six months to launch a branded coffee certified by the international conservation organisation Rainforest Alliance.
Lavazza’s 100% Arabica coffee is called Tierra (Spanish for ‘earth’) and is available from November 1 at an rsp of £2.99 for a 250g tin.
Gala Coffee & Tea was the first to adopt the Alliance’s logo on its Lyons Original coffee brand (The Grocer, April 3, p62) and was followed by Kraft Foods in the summer with a foodservice coffee brand, Kenco Sustainable Development (July 10, p47).
Lavazza is working with Rainforest Alliance on initiatives to improve schooling, education and living and health conditions for small coffee-producing communities in Honduras, Colombia and Peru as well as helping farmers improve the quality of their coffee and make production efficiencies.
Lavazza insisted consumers would not end up paying a premium relating to the costs of the initiatives - Lavazza’s corporate social responsibility would cover this. The higher cost of Tierra corresponded to the high quality of the coffee.
Mario Cerutti, project manager and director of Lavazza’s coffee buying department, said that with the company’s input, “the small cultivators are in a position to compete on the market, marketing their own coffee for what it is effectively worth”.
Sean McAllister
Lavazza’s 100% Arabica coffee is called Tierra (Spanish for ‘earth’) and is available from November 1 at an rsp of £2.99 for a 250g tin.
Gala Coffee & Tea was the first to adopt the Alliance’s logo on its Lyons Original coffee brand (The Grocer, April 3, p62) and was followed by Kraft Foods in the summer with a foodservice coffee brand, Kenco Sustainable Development (July 10, p47).
Lavazza is working with Rainforest Alliance on initiatives to improve schooling, education and living and health conditions for small coffee-producing communities in Honduras, Colombia and Peru as well as helping farmers improve the quality of their coffee and make production efficiencies.
Lavazza insisted consumers would not end up paying a premium relating to the costs of the initiatives - Lavazza’s corporate social responsibility would cover this. The higher cost of Tierra corresponded to the high quality of the coffee.
Mario Cerutti, project manager and director of Lavazza’s coffee buying department, said that with the company’s input, “the small cultivators are in a position to compete on the market, marketing their own coffee for what it is effectively worth”.
Sean McAllister
No comments yet