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Lavazza launches premium 100% Arabica blend iTierra! Colombia in India
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Wednesday, 12 December, 2018, 15 : 00 PM [IST]
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Our Bureau, Mumbai
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Italian coffee brand Lavazza launched iTierra! Colombia, a premium blend of coffee carefully designed and crafted from 100 per cent Arabica, for the away-from-home segment in India. iTierra! Colombia rides the current trends in the world of coffee - sustainability and a focus on provenance and product preparation.
The product is a blend of fine washed arabica coffee beans, featuring aromatic harmony with a smooth taste enhanced by a characteristic sweetness and a rich body.The blending of in-cup excellence and design lies at the heart of a taste profile appreciated by lovers of 100 per cent Arabica coffee, as well as by more eclectic consumers who are always on the lookout for trending varieties.
Available in 1kg packs, Lavazza iTierra! Colombia 100% Arabica has a delicate, gentle roast, thanks to the use of the traditional drum system. It is ideal for espresso, because it preserves the aromas and ensures a persistent flavour.
Lavazza has created thisblend ofarabica coffees to offer its own take on Colombian varieties. ¡Tierra!Colombia contains sensory profiles typical of coffees from the various regions in Colombia:the fruity aroma typical of the Cordillera Occidental and southern regions, combined with the full body typical of the Meta area. The notes of tropical fruit are accompanied by the fragrance of lime zest and jasmine flowers, with a sweet liqueur-like aftertaste.
The beans for ¡Tierra! Colombia is sourced from the fertile and uncontaminated Meta growing region, situated at the foot of Cordillera Oriental mountains in the South American country, where coffee was not grown for many years due to the existing conflict.
Since 2013, with the end of the armed struggle involving FARC forces, the government has provided farming families with land that was previously used to grow illegal crops, with the aim of encouraging the coffee plantations.
The sustainable coffee projects, promoted by the Lavazza Foundation and developed jointly with the Rainforest Alliance NGO (non-governmental organisation), have helped over a hundred Colombian farming families to rebuild their coffee plantations after the period of guerrilla warfare, creating sustainable working conditions, improving coffee quality and increasing the productivity of the plantations through sustainable growing standards.
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