Lavazza launches Rainforest Alliance-certified regenerative coffee blend 

HONDURAS – Lavazza has launched La Reserva de Tierra Selection, a new professional coffee blend positioned as the first sourced from farms certified under the Rainforest Alliance Regenerative Agriculture Standard, marking a significant step in the company’s sustainability and global growth strategy. 

The launch builds on a partnership of more than 20 years between Lavazza and the Rainforest Alliance and aims to demonstrate how regenerative agriculture can be implemented and verified at farm level through measurable standards and independent audits. 

The Rainforest Alliance’s certification framework focuses on soil health, biodiversity, water management, climate resilience and farmer livelihoods. The system is designed to track environmental and social progress while supporting long-term agricultural sustainability. 

Rainforest Alliance Senior Director for Corporate Engagement and Partnership Luis Iseppe said the launch highlights the scalability potential of regenerative agriculture in the coffee industry. 

“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 chain,” said Iseppe. 

“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.” 

Initial implementation of the certification programme has focused on Honduras, where more than 70 coffee farms have achieved certification under the standard with support that includes technical training and operational guidance. 

Lavazza said the project is intended to move regenerative agriculture beyond pilot programmes into commercially available products that can support resilient coffee supply chains amid increasing climate and market pressures. 

Global Expansion Accelerates 

The launch comes as the global coffee industry continues to face challenges linked to climate volatility, soil degradation, biodiversity loss and economic difficulties affecting producers. 

Lavazza confirmed that La Reserva de Tierra Selection will be available in international markets from June 2026. 

At the same time, the Italian coffee group is accelerating its international expansion strategy. Antonio Baravalle said overseas markets now account for more than 75% of the company’s total turnover, compared with 30% around 15 years ago. 

The company closed 2025 with revenues of €3.9 billion, representing a 16% increase, and is targeting €5 billion in revenue in the coming years. 

Speaking about the company’s North American strategy, Baravalle said: “We are investing like hell in the USA.” 

Lavazza aims to double its US revenue to US$1 billion by 2029 through expansion in e-commerce and retail distribution. The company has also increased production capacity at its West Chester, Pennsylvania facility, which currently produces half of the Lavazza coffee sold in the United States. 

Baravalle added that manufacturing in the US would help offset tariffs and reduce currency exposure linked to the company’s annual US$1.6 billion coffee purchases priced in dollars. 

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.