2004 saw the opening of the Giuseppe and Pericle Lavazza Foundation, a non-profit organisation that seeks to improve people’s living conditions in coffee-growing countries.
The most important project — which still continues today — is called ¡Tierra!
A support
to coffee growers
Thanks to the ¡Tierra! project we have permanently improved, in eight countries, the living conditions of more than 3,000 caficultores, boosting economic growth, improving their lifestyle and introducing new, more ecological and profitable agricultural techniques.
The new system Lavazza BLUE for offices was also launched in that year. The new espresso system was characterised by the innovation of the self-protected capsule, patented by Lavazza.
