Every journey has a beginning and an end, it starts from one place and the path travelled leads to a new destination. There are also journeys which lead back to the origins, to the soul of stories, territories and people. The taste of the Lavazza Single Origin journey starts from a cup of coffee and travels back to the distant lands of Brazil and Peru, where the particular climatic and soil conditions meet specific methods of cultivation and craftsmanship, creating an experience of extraordinary taste: Cereja Passita and Selva Alta.
The two fine selections of coffee varieties 100% Arabica Certified Rainforest Alliance™, are part of Lavazza's traditional range of ground coffee, that has made it the ambassador Premium Roast & Ground and evolution of the Moka 2.0, which are becoming increasingly popular, diverse and aimed at a young target market. All in compliance with the vital parameters of environmental sustainability with certified origins, that enable consumers to discover the continents of coffee through the specific aromatic notes. Cereja Passita, produced in a small region of the sandy plateau of the Cerrado in Brazil, and Selva Alta, from the foothills of the Peruvian Andes, bring with them the singularity of their respective countries of origin. Like a real journey, each cup reveals an astonishing aroma made even more unique by the limited availability of these coffees, which are the fruit of just one harvest a year.
The special grinding makes Cereja Passita and Selva Alta excellent single origins that are also “open” to other consumption trends and coffee preparation methods: in addition to the classic moka pot, an Italian tradition, synonymous with home, rituals and sharing, coffee and its new themes are rediscovered in Single Origins, to create the most intimate coffee experience, either filter, Chemex or plunger extraction method.
“Product innovations have been part of Lavazza's historical expertise in coffee for more than 120 years. The Single Origin now represents the flagship of our Premium Roast & Ground product, and the new face of Lavazza in a market which, like Italy, is still extremely important, and which views us as leaders.” says Alexandre Lourdeaux, Head of Home Roast & Ground at Lavazza. “Lavazza wants to use these products to communicate ground coffee in a new way, integrating brand innovation with the increasingly premium and fashionable experience of the moka pot, in line with contemporary lifestyles, which combine innovation and tradition, speed and ritual, globality and origin. The users will be the youngest consumers, lovers of good food and travel, curious, and aware of environmental impact, which we want to achieve with the quality and sustainability of Cereja Passita and Selva Alta.”
Single Origin is available with special pack technology: a soft, 200g resealable pack with a label on the back and a special valve to preserve freshness and to retain the full aromas. Both the precious mono-origins are also available in capsule form for A Modo Mio home espresso systems.