The Tierra project is the cumulative legacy of four generations of one close-knit Italian family.
The Lavazzas opened a pharmacy in the centre of Turin in 1895, but then replaced this with coffee-roasting establishments. Eventually, their name became synonymous with espresso, Italian-style, and since then two things have consistently distinguished them from others in the business: their passion, and their strong sense of social responsibility.

The aims of the Tierra project are simple: to help coffee producers to prosper by providing financial support, and by advising them on ways of improving their output and marketing a high-quality, competitively priced product.

The family identified three Latin American countries, Honduras, Peru and Colombia, on which they wanted to focus. All they needed now was a name for the project, one which embodied both their passion and their desire to improve these countries’ infrastructures and living conditions.

Sometimes the name says it all, and the name they chose was Tierra, earth: both the planet on which we live, and the soil upon which we depend.


The journey
Since then, thanks to Tierra’s hard work and Lavazza’s commitment, small growers in these countries have improved their own lives and the quality of their product, gaining access to markets which give them a better deal, make them more competitive and independent, and use environmentally sustainable techniques

The destination
If they were to compete on the international markets, the farmers had to acquire more efficient technology and develop a more consistently high-quality, and thus more profitable product. Lavazza provided them with the resources they needed to buy modern technology and to build homes, schools and other infrastructure.

During the final stage of the project, Lavazza began selling a blend of their coffee under the Tierra brand name, giving them improved access to the European markets and making them more financially autonomous. However, it did not sign exclusive contracts with them, so they can still sell their coffee freely in the marketplace.

Increased independence
The ultimate goal of the Tierra project was to achieve sustainability certification from the Rainforest Alliance, an American NGO which awards the seal of approval to coffee and many other agricultural products including bananas, cocoa and timber. Lavazza has worked in close partnership with the alliance, whose certification criteria include a commitment to preserving the environment and to social and economic progress.

The company also trains growers to produce green coffee that meets international standards, and teaches them management skills. In addition, it has organized courses in which an agronomist shares soil preparation and planting techniques designed to improve productivity.

These projects are already having tangible benefits. The farmers’ living and working conditions have improved, more of their children are going to school, and most importantly they have the tools they need to work more efficiently.