Lavazza Presents Alteco At Gulfood 2020, Its Premium Organic Blend, Skillfully Roasted
Conveying Lavazza’s expertise and leadership in the coffee sector to businesses, as well a further commitment to sustainability are the starting point from which the Turin-based company is announcing its presence at Gulfood 2020 (16-20 February), the 25th edition of the world’s largest food event for businesses, coinciding this year with Expo 2020 Dubai preparations.
For the fifth year in a row in the forefront of the international fair, Lavazza will be present with its existing, well-known product range, with displays devoted to its various products for the Café, Restaurant and Hotel sectors.
Lavazza currently holds first position in the GCC market in the R&G sector with a 15% market share in the specific segment, and a 2.1% on a total market level. The Food & Service sector has grown as well with new and exciting activations in cafes, restaurants and hotels all over the Gulf, thanks also to its great network of hospitality and tourism facilities.
In 2020, Lavazza aims to consolidate the great results achieved so far, offering consumers the real taste of exceptional true Italian coffee anywhere and anytime.
“Lavazza has been delivering authentic coffee experiences worldwide since 1895, never compromising with high quality and premium Italian taste. We are pleased to be part of Gulfood 2020, offering visitors an exclusive journey made of varied coffee experiences, natural passion and unrivalled expertise” – Riccardo Codognola, Head of WEMEA Marketing department of LAVAZZA said. “GCC represents a strategic Market for the company, with a dynamic economy and lifestyle, further showing a constant interest toward high quality products and experiences. We are extremely proud to confirm that our brand recognition keeps on increasing and we are therefore eager to consolidate our positioning, while meeting customers’ expectations in the Gulf”.
Lavazza is launching at Gulfood 2020 its professional organic blend, Lavazza Alteco Organic Premium Blend: a blend of selected top Arabica from the high regions of Central America combined with quality Robusta variety grown in uncontaminated areas. The coffee is synonymous with sustainable development in local communities: it stems one hundred percent from plantations practising organic agriculture, and where the principles of ecological sustainability as per the UTZ Standard are complied with.
Alteco represents an extension of the Lavazza product portfolio for sophisticated gastronomy and hotels. It is a double-certified product in sustainable premium organic quality, made to an original Italian recipe. Only the best coffees are selected for the Alteco mixture and are combined into an elegant Espresso with velvety cream. Its enduring aroma reveals touches of honey, nuts and dried fruit. The finale is rounded off by touches of chocolate and a fine-spicy aroma of dark-bitter cocoa. The excellent in-cup quality is the result of slow and gentle roasting of the beans for uniformity.
Alteco means “highland” in Esperanto. Just as this language was built to unite different people, so the new Lavazza blend brings together distant lands and cultures.
The blend is a concrete example of Lavazza’s commitment to sustainability and its painstaking search for the best coffee selections.
Alongside Lavazza Alteco Organic Premium Blend, Lavazza showcases its Classic Collection, a pillar of the Lavazza offering for lovers of traditional Italian espresso coffee with a contemporary twist, created for perfect extraction in professional settings. The Lavazza ¡Tierra! Range (¡Tierra! Brasile, ¡Tierra! Colombia and ¡Tierra! Selection) is on display as well: the collection of sustainable quality blends dedicated to professional baristas, synonym with excellence and sustainability throughout the whole supply chain. Moreover, the Lavazza Firma range will be exhibited at the fair, the perfect solution for a unique and relaxing experience in any workplace, ensuring all the taste and aroma of the perfect espresso.
Next to its presence at Gulfood and to further strengthen its natural bond with sustainability, Lavazza will also partner with the first Annual Organic Festival in the UAE (20th-22nd February), organized at Emirates Bio Farm. The 3-day event offers local community educational, fun and immersive experiences to celebrate what it means to be organic and sustainable in the Region. Lavazza will be present with a dedicated stand, offering samples of Tierra Bio Organic and displaying the latest news in the Market, Alteco.
Alteco will be available in the Market as of January 2020.
¡TIERRA!
Lavazza’s answer to sustainable development
¡Tierra! is a sustainability project launched in 2002 with the aim of improving the social and environmental conditions and the production techniques of several coffee-growing communities.
The ¡Tierra! programme embraces projects devised and managed with more direct input from the nonprofit Giuseppe and Pericle Lavazza Foundation, In real terms, the projects have created facilities to process coffee and improve efficiency, built and renovated homes, schools and medical centres, launched microcredit projects anddeveloped training programmes in the field for small producers, with the aim of implementing sustainable production techniques. Over the years, the programme has also worked to improve healthcare, as well as providing assistance to bring drinking water to plantations and villages.
The ¡Tierra! project focuses on three key aspects: the quality of the end product, a concern for the living conditions of the people in coffee-producing countries and the protection of the environment. Its goals are to improve the living conditions of farming communities and to develop high quality production processes, accompanied by the gradual reduction of environmental impact through the use of new farming techniques. Today, ¡Tierra! is a comprehensive range of products for both the home and out-of-home markets
