beanscenemag.com.au 61revitalising coffee production.
Cristiano says the successful project
has produced coffees that bring something
new to Lavazza.
“We’ve been using Colombian coffee
for a long time, but this was our first blend
of only washed Arabica from Colombia,”
he says. “In terms of flavour, it was
different to our usual coffee. We found it
had a nice acidity, with fruity notes and
flowery jasmine.
“At the same time, we wanted to
maintain our traditions, giving a full body
to this coffee. In Italy, we are selling
espresso, and in a country like Australia,
90 per cent of coffee is consumed with
milk. You need a coffee with body or
it vanishes.”
Cristiano says ¡Tierra! Brazil, on
the other hand, represents the best of
what consumers have come to expect
from Lavazza.
“¡Tierra! Brazil is a combination of
natural and semi-washed coffee that
results in tasting notes of dark chocolate,
dried fruit, and sugarcane,” he says. “We
developed this blend for a quintessential
Italian taste. It’s been a great success
through all our markets and is perfect
when paired with milk. This is why it was
one of the blends we chose to roast in
Australia.”
¡Tierra! Brazil sources some of its
Arabica from the Lambari Sustainability
Project, where Lavazza – in partnership
with Hanss R Neumann Stiftung – has
increased the income of small-scale coffee
farmers by supporting climate change
adaptation and good agricultural practices.
This is paired with a carefully chosen
Robusta that Cristiano says provides the
finishing touch.
“We looked through Brazil to findthe right Robusta to bring out the best
potential for this blend. We found a
particular coffee called Conillon using the
semi-washed process, which gave us the
exact flavour we wanted,” he says.
“When we proposed roasting some
of our ¡Tierra! coffees in Australia, we
wanted to offer blends which would
complement each other. One like ¡Tierra!
Brazil, which is closer to what people
expect from Lavazza, and another –
¡Tierra! Colombia – which speaks to a
country like Australia that celebrates the
aromatic and acidic elements of a coffee.”
Cristiano says roasting the coffee
specifically for Australia has allowed
Lavazza to cater to the market’s
preference for the freshest coffee possible.
“With so many local roasters,
Australians are used to receiving coffee
within a certain time from the roast
date,” he says. “While our processes and
packaging ensure the quality of the coffee
we are sending out from Italy, roasting
in Australia means we can meet the
demands of the remote market.“Lavazza had never roasted its blends
for the professional channel outside of
Italy due to our strict quality control
standards and we wanted to see if it
could work roasting in different regions.
Australia is a bit of an experiment, which
is working for us so far.”
Once the decision was made to roast in
Australia, Lavazza’s focus turned to how
to maintain consistency with the coffee it
produced in Italy.
“Since we put the Lavazza name on
it, we needed to follow the same rules
we’ve established in Italy,” Cristiano
says. “All the coffee we import meets
the same standards we’ve set at origin
and then undergoes the same chemical
analysis once it reaches our facility.
So, not only do we follow the same
procedures, but the composition of the
blend and the origins are exactly the same
to guarantee the same experience to our
customers.”
He adds that this ensures the
message of ¡Tierra! is shared across
different audiences.
“It’s the same coffee so we don’t want
to tell a different story,” Cristiano says.
“The coffee we roast in Australia stays in
Australia, but if someone at the Australian
Open drinks ¡Tierra! Colombia, then has
it again at Wimbledon, we want them to
have the same experience.”
In the case of ¡Tierra!, he says it was
also important to adapt the recipe to suit
the reduced volume produced Down
Under.
“We use a different roasting machine
to Italy, so to start, we needed to trial and
adjust different roast profiles to achieve
the same result,” Cristiano says. “Because
the operations and roaster are smaller
in Australia, you are automatically more
involved. You’re really there, seeing the
coffee go into and out of the drum. You
really get to know the roaster and what
to expect.”For more information, visit
http://www.lavazza.com.au¡Ti¡TiTiTiTTierrerreereerrrrrrrrrraa!a!aaaaaaaaa!a!a!aisisis is is isisiisisis ss sa sa sa saasssssssssssususustustainainininnabiabiabiabibibibibibbbiilitlitlitlitlilitlitlitllllllllitlitlitity py py y y y pypy y py py py pyy py pyppppppprojrojrojrojrojrojrojojjjjjectectectectectectectecectectecctctctccctttttttttththththththttthtthttttthhhatatat ataimaimaimaimaaimaaaaaaaaimaaaa s ts ts tsts tss ts ts ts tssss ts ttoo ooooooo oo ioooooo oooooooo imprmpmprprprprrovoveoveooveveveveveththtthhhhhhhhhhee e sese se se seee sssssoooociociociociooocooooo alalalalalaalaalalalalllll
andandndndnndddddddddddeneneneneneeneneneenenenennnnnnnnnvirvirvivirvirvvvirvvvvirviriirirronmoonmooonmoomentententententental alaaaaconccoccconcocconconditditditditditditiititttionioiioniioonononononononoonnss os oss os osoofff cf cf cfcccccoffoffoffoffoffffffffffffffffee-eeeeee-e-e-e-e-ee-e-e-e-eeee-eeegrggrogrgrogggrogroggroggrggrogrogggrogrorororooooooowiwiwinwwwinwwinwinwinwwwwwinwinwinwwwwininnng cgg commomommmmmmmmmmuniuniununiuniununiuniuunnnnnnnintietietietietietiettietietietieieesss.sss.ssLavLavazza locallylyroroooastastastastsss¡s ¡s ¡s ¡TTieTieTieTiTierrrrarrara!! B! razzzzil i
andan CoColomlombiabiaddididisstrstrribibuibuuutedtedtededdiniininAuustrstralia..beanscenemag.com.au 61revitalising coffee production.
Cristiano says the successful project
has produced coffees that bring something
new to Lavazza.
“We’ve been using Colombian coffee
for a long time, but this was our first blend
of only washed Arabica from Colombia,”
he says. “In terms of flavour, it was
different to our usual coffee. We found it
had a nice acidity, with fruity notes and
flowery jasmine.
“At the same time, we wanted to
maintain our traditions, giving a full body
to this coffee. In Italy, we are selling
espresso, and in a country like Australia,
90 per cent of coffee is consumed with
milk. You need a coffee with body or
it vanishes.”
Cristiano says ¡Tierra! Brazil, on
the other hand, represents the best of
what consumers have come to expect
from Lavazza.
“¡Tierra! Brazil is a combination of
natural and semi-washed coffee that
results in tasting notes of dark chocolate,
dried fruit, and sugarcane,” he says. “We
developed this blend for a quintessential
Italian taste. It’s been a great success
through all our markets and is perfect
when paired with milk. This is why it was
one of the blends we chose to roast in
Australia.”
¡Tierra! Brazil sources some of its
Arabica from the Lambari Sustainability
Project, where Lavazza – in partnership
with Hanss R Neumann Stiftung – has
increased the income of small-scale coffee
farmers by supporting climate change
adaptation and good agricultural practices.
This is paired with a carefully chosen
Robusta that Cristiano says provides the
finishing touch.
“We looked through Brazil to find
the right Robusta to bring out the best
potential for this blend. We found a
particular coffee called Conillon using the
semi-washed process, which gave us the
exact flavour we wanted,” he says.
“When we proposed roasting some
of our ¡Tierra! coffees in Australia, we
wanted to offer blends which would
complement each other. One like ¡Tierra!
Brazil, which is closer to what people
expect from Lavazza, and another –
¡Tierra! Colombia – which speaks to a
country like Australia that celebrates the
aromatic and acidic elements of a coffee.”
Cristiano says roasting the coffee
specifically for Australia has allowed
Lavazza to cater to the market’s
preference for the freshest coffee possible.
“With so many local roasters,
Australians are used to receiving coffee
within a certain time from the roast
date,” he says. “While our processes and
packaging ensure the quality of the coffee
we are sending out from Italy, roasting
in Australia means we can meet the
demands of the remote market.“Lavazza had never roasted its blends
for the professional channel outside of
Italy due to our strict quality control
standards and we wanted to see if it
could work roasting in different regions.
Australia is a bit of an experiment, which
is working for us so far.”
Once the decision was made to roast in
Australia, Lavazza’s focus turned to how
to maintain consistency with the coffee it
produced in Italy.
“Since we put the Lavazza name on
it, we needed to follow the same rules
we’ve established in Italy,” Cristiano
says. “All the coffee we import meets
the same standards we’ve set at origin
and then undergoes the same chemical
analysis once it reaches our facility.
So, not only do we follow the same
procedures, but the composition of the
blend and the origins are exactly the same
to guarantee the same experience to our
customers.”
He adds that this ensures the
message of ¡Tierra! is shared across
different audiences.
“It’s the same coffee so we don’t want
to tell a different story,” Cristiano says.
“The coffee we roast in Australia stays in
Australia, but if someone at the Australian
Open drinks ¡Tierra! Colombia, then has
it again at Wimbledon, we want them to
have the same experience.”
In the case of ¡Tierra!, he says it was
also important to adapt the recipe to suit
the reduced volume produced Down
Under.
“We use a different roasting machine
to Italy, so to start, we needed to trial and
adjust different roast profiles to achieve
the same result,” Cristiano says. “Because
the operations and roaster are smaller
in Australia, you are automatically more
involved. You’re really there, seeing the
coffee go into and out of the drum. You
really get to know the roaster and what
to expect.”For more information, visit
http://www.lavazza.com.auTTi! u iina att ii r et
n mene aaa iiii sss os oo co ee g mmmm ..LavL azza locallyyrorooastasts ¡¡ e a! zzili
andan Coolomlombibiadididitr uededdiinAuu alia.