“I don’t want to live in a world where nature is destroyed’ is what our founder, Luigi Lavazza, said in 1934. He started with those values and that is what we represent today, in the fourth generation of the company.
“We had sustainability already in our DNA and the idea that we had to do something for the community and not in an imperialistic way, like going somewhere to teach people how they have to live, is something we don’t want to do.
“Farmers live on the farm. They live where they work. They have to be proud of their job. In order to protect the farmers, we help them with the latest ideas and latest technology to work the land, to have, for example, fewer chemical fertilizers.
“Every year, Lavazza sends 3,000 tons of coffee waste to a company (Fomet Spa) that produces organic fertilizer. And what is the result of that? They get better crops.
They sell it at a better price, and we have a better product ourselves. So, it is a win-win situation.” (REUTERS)
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