4 minute read
More Than Us
LAVAZZA, OFFICIAL SUPPLIER
2024 is a year for big celebrations for Lavazza, from 10 years as the Official Coffee of Ascot to 20 years of sustainability projects around the world with the Giuseppe e Pericle Lavazza Foundation.
As one of the world's leading coffee roasters, Lavazza has been in pursuit of innovation for over 120 years. Born in the heart of Turin in 1895, Lavazza started as a small artisanal coffee company and has since revolutionised coffee culture, spreading it from Italy throughout the world. Similarly, and a reason why the established partnership has worked so well for so long, Royal Ascot has a rich history and legacy that is celebrated each year with visitors and viewers from all over the world.
Throughout the year, Lavazza proudly serves all around the racecourse the smooth La Reserva de ¡Tierra! Colombia blend, sweet yet refined with acidity. This unique blend of Colombian washed Arabica contains coffee from the Meta region, where the Lavazza Foundation supports more than 100 farming families to restore coffee plantations. The ¡Tierra! bar on the ground floor in the Queen Anne Enclosure is a place that was created at Ascot specifically to celebrate stories like this one, that Lavazza makes possible around the world.
In 2004, the non-profit Giuseppe e Pericle Lavazza Foundation was established to coordinate social, environmental and economic projects in coffee-producing communities worldwide. The Foundation’s goal is to turn coffee into opportunities for producer countries and create a high-quality product that respects and protects the environment in a long-term framework of sustainable, social and economic development.
La Reserva de ¡Tierra! stands for a portfolio of coffee sustainability projects all under the umbrella of the Lavazza Foundation, managed directly or in partnership with local organisations and NGOs. At present 33 projects, in 20 countries across three continents, are supported and financed, benefiting almost 190,000 coffee growers.
The variety produced in Colombia is just one example of the impact that this programme has had on local communities, including coffee from the Meta region at the foot of the Andes, where coffee-growing had been abandoned for years due to internal conflict. Thanks to the Lavazza Foundation’s support, farming families were able to restore their plantations using sustainable techniques, providing greater economic security and autonomy for the communities.
The Lavazza Foundation is celebrating in 2024 its twenty year anniversary and this year’s Lavazza Calendar - ‘More than Us’ - vividly reflects the Foundation's extensive involvement in various initiatives globally. From Brazil and Yemen to the Democratic Republic of Congo and Guatemala, among other countries, this year’s calendar showcases the diverse array of projects actively supported by the Foundation.
Going beyond its visual allure, the Lavazza Calendar 2024 embodies a heartfelt dedication to sustainability and social accountability. Drawing inspiration from the initiatives of the Lavazza Foundation and the United Nations' Sustainable Development Goals, every image acts as a catalyst for discourse and proactive measures, advocating for gender equality, economic advancement, conscientious consumption, and environmental stewardship.
Lavazza's commitment to quality and innovation is reflected in every cup of coffee served. As the Official Coffee of Royal Ascot, a perfect cup of coffee to complement a day at the races has become an integral part of this iconic event. As Lavazza and Ascot continue their partnership, we can all look forward to more years of exceptional coffee and unforgettable moments.
EXQUISITE ITALIAN COFFEE
Every year for the last decade, Lavazza baristas have tied up their aprons in preparation to serve Lavazza’s authentic Italian coffee as the Official Coffee of Royal Ascot. This year marks the 10-year anniversary of the partnership, 10 years of the Lavazza bars being an integral part of the prestigious British racecourse.
In celebration of the milestone, Lavazza and Ascot have announced an extension to their legacy partnership, confirming that Lavazza will continue to fuel racegoers keen to enjoy Lavazza’s exquisite Italian coffees until 2026. This announcement cements the longstanding relationship between Lavazza and Royal Ascot, a natural collaboration based on a common passion for excellence and tradition.
As guests dust off their magnificent millinery creations and don their exquisite fashion, they will be able to sit back and relax again this year at the two incredible Lavazza pop-up bars – Cedar Tree Café in the Queen Anne Enclosure, and Miss Andretti in the Royal Enclosure, not forgetting the permanent bars like Lavazza On 4.
