New launch highlights how long-term partnership can help farmers restore ecosystems, strengthen resilience, and bring credible regenerative claims to market
The Rainforest Alliance welcomes the launch of Lavazza’s La Reserva de ¡Tierra! Selection, the first professional-focused coffee sourced from farms certified under the Rainforest Alliance Regenerative Agriculture Standard. The launch marks an important step in bringing regenerative agriculture from field implementation to the consumer and demonstrates how companies and farmers can work together to build a more resilient future for coffee.
The new coffee builds on a partnership between Lavazza and the Rainforest Alliance that dates back more than two decades and reflects a shared commitment to improving outcomes for farmers, nature, and supply chains. It also shows how regenerative agriculture can move beyond broad ambition and into credible, measurable action at farm level.
The Rainforest Alliance developed its Regenerative Agriculture Standard to provide farmers and companies with a clear, science-based certification pathway for measuring and improving progress across key impact areas, including soil health and fertility, biodiversity, climate resilience, water stewardship, and livelihoods. The standard is independently audited and designed to help translate regenerative goals into verified outcomes.
With the sector navigating challenges from climate volatility, soil degradation, biodiversity loss, and economic strain on producers, the Rainforest Alliance sees regenerative agriculture as a promising path toward helping coffee landscapes recover and thrive.
“For regenerative agriculture to deliver real value, it has to work in practice for farmers, for ecosystems, and for the companies that rely on resilient supply chains,” said Luis Iseppe, Senior Director for Corporate Engagement & Partnership. “This launch helps show what that can look like when long-term partnership is matched with credible standards, field support, and a commitment to continuous improvement.”
For farmers, regenerative agriculture helps restore soil health, protect biodiversity, improve water management, strengthen resilience to climate shocks, and create a stronger foundation for long-term productivity and improved livelihoods. For business, regenerative agriculture offers a way to invest in the health of both farmland and farming communities, helping support a more reliable long-term supply chain. For operators and consumers, the regenerative seal offers a clearer signal that a product comes from farms and supply chains working to restore landscapes while supporting rural communities.
Lavazza’s launch follows early implementation efforts that included direct support for the regenerative transition in Honduras, where more than 70 farms have already achieved certification under the Rainforest Alliance Regenerative Agriculture Standard through technical training, operational support, and guidance. That work has helped accelerate the path from certification design to real-world adoption and now to a consumer-facing market signal. The blend will be available on international markets from June 2026.
Lavazza’s launch of La Reserva de ¡Tierra! Selection shows how regenerative agriculture is already taking shape, linking farm-level change with business action and consumer recognition. Learn more, visit: rainforest-alliance.org/lavazza
About the Rainforest Alliance
The Rainforest Alliance, an international non-profit organization, works to restore the balance between people and nature for both to thrive in harmony. Active in 62 countries, its alliance brings together farm and forest communities, companies, governments, civil society, and millions of individuals to drive positive change in some of the world’s critically important landscapes and global supply chains. The Rainforest Alliance implements landscape and community projects, engages in advocacy, and works to improve markets by putting farm and forest communities at the centre.
About Lavazza
Lavazza, founded in Turin in 1895, has been owned by the Lavazza family for four generations. Today the Group is one of the leading players on the global coffee scene, with turnover of € 3.9 billion and a portfolio of top brands that lead their respective markets, such as Lavazza, Carte Noire, Merrild and Kicking Horse. It is active in all business sectors and has operations in over 140 markets, with 9 manufacturing plants in 5 countries. The Group’s global presence is the result of over 130 years of growth and the more than 30 billion cups of Lavazza coffee produced every year are a testament to a remarkable success story, with the goal of continuing to offer the best coffee possible, in all forms, by focusing on every aspect of the supply chain, from the selection of the raw material to the product in the cup.
