There’s goodness on earth: Organic now comes in a cup of Lavazza coffee

The new Tierra Bio-Organic brings the quality of a unique and sustainable taste to Indian homes

INDIA, July 12, 2019 – Lavazza, the globally renowned Italian coffee brand now introduces a unique and premium offering, with the launch of Tierra Bio-Organic, the first organic coffee to encapsulate all the goodness of the earth in a cup, to be enjoyed at home.

“The organic trend is big in the coffee sector and it is seeing increased traction with more and more people becoming aware of the benefits of the organic, sustainable route. There is more focus on this segment, largely driven by young consumers who are eager to try out new aromas and who are still concerned about the roots of where the product comes from,” says Jai Ganesh Ramnath, Managing Director – Lavazza India. “Taste and sustainability have always been in Lavazza’s DNA and are the values that define the new Tierra power brand for home enjoyment.”

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From plantations where, organic farming is practised, and the principles of environmental sustainability are respected, this new blend is yet another innovation in the history of Lavazza. An endless stream of revolutionary new products going back to 1910, when Luigi Lavazza created his first coffee blends, Tierra Bio-Organic is Lavazza’s first product for the home segment grown with organic certification, which ensures the qualitative, social and environmental standards are adhered to, in coffee production.

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The products unique aromatic quality stems from the processing methodology and the high altitude of the farms. The beans for this 100% organic Arabica coffee are roasted longer, with a combination of low and medium temperatures to deliver a perfect combination of taste, body and aroma. The notable floral and ripe fruit notes, on the other hand, reflect its geographical origins in central and south America. Lovers of coffee in all its manifestations, from the fastest espresso to the more common moka preparation, can enjoy the unique experience of the new organic Lavazza product, in their own homes.¡

Tierra! Bio-Organic

Sourced from certified farms from various tropical parts of the world, this coffee grows in wonderful highlands, protected by the shade of trees. The farmers are firmly committed to conserving and cultivating the land to ensure production of superior quality coffee beans.

Composition: 100% Organic Arabica, UTZ certified Aroma profile: full-bodied and aromatic, with floral and fruity notes Intensity: 6, medium intense Roast: Italian Price: Rs. 625/- for 180gms

Tierra Bio-Organic is available at all leading supermarkets and online on Amazon.in.

About Lavazza Group

Established in 1895 in Turin, the Italian coffee company has been owned by the Lavazza family for four generations. Among the world’s most important roasters, the Group currently operates in more than 90 countries through subsidiaries and distributors, with 63% of revenues coming from markets outside of Italy. Lavazza employs a total of over 4,000 people with a turnover of €2.0 billion in 2017.

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Lavazza created the concept of blending — or in other words the art of combining different types of coffee from different geographic areas — this continues to be a distinctive feature of most of its products. The company also has over 30 years’ experience in production and sale of portioned coffee systems and products. It was the first Italian business to offer capsule espresso systems. Lavazza operates in all business segments: at home, away-from-home and office coffee service, always with a focus on innovation in consumption technologies and systems.

Lavazza has been able to develop its brand awareness through important partnerships perfectly in tune with its brand internationalization strategy, such as those in the world of sport with the Grand Slam tennis tournaments, and those in fields of art and culture with prestigious museums like New York’s Guggenheim Museum, St. Petersburg’s Hermitage State Museum and Melbourne’s National Gallery of Victoria.

Companies that form part of the Lavazza Group include France’s Carte Noire and ESP (acquired in 2015 and 2017 respectively), Denmark’s Merrild (2016), North America’s Kicking Horse Coffee (2017), Italy’s Nims (2017), and Australia’s Blue Pod Coffee Co (2018). At the end of 2018, following an acquisition, the Lavazza Professional business was created, which includes the leading Office Coffee Sector (OCS) and Vending systems Flavia and Klix.

About Lavazza India:

Lavazza entered India by acquiring Fresh & Honest Café Limited, India’s leading coffee, vending and retailing, company in 2007. Luigi Lavazza S.p.A., with its origins back in 1895, is an international coffee powerhouse, synonymous with all things Italian – creativity, art, passion and of course espresso coffee. The brand is one of the most important coffee roasters in the world – in Home and Away-from-Home sectors (Foodservice, Vending and Cafes).

Today it has consolidated its presence in the retail branded coffee, café products as well as in the coffee machines segment and has become a leading player in the country.

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