Milan, 11 November 2009 – Can an economic and environmental sustainability project also promote cultural sustainability? Three photographs taken for Lavazza, now on display at Steve McCurry’s personal exhibition at the Palazzo della Ragione, show that it is possible: especially if everyone involved is firmly committed.

On the one hand, it is true of Lavazza — one of the world’s largest coffee producers — a company that has always been convinced of the need to combine respect for the environment with coffee growing.

It is also true of Steve McCurry, an outstanding photo reporter who has passionately supported Lavazza’s sustainability project ¡TIERRA!, and whose pictures have managed to convey the full power of this initiative.