The Giuseppe e Pericle Lavazza Foundation - an NPO with the mission of improving living conditions in coffee-producing countries - was founded in 2004.

The¡Tierra! blend, the heart of the company's sustainability commitment, was launched in 2004 and continues today. Through this important initiative, Lavazza has gradually improved the living conditions of over 3,000 farmers in eight countries, encouraging economic growth, increasing their standard of living and introducing new, more sustainable and profitable agricultural techniques.

Steve McCurry carried out a photographic reportage on the ¡Tierra! project, a sustainability initiative that aims to promote the social development and economic growth of small-scale communities. It started in Honduras, Colombia and Peru, and has now spread to six countries.