Lavazza has launched La Reserva de Tierra Selection, a new coffee positioned as the first professional-focused blend sourced from farms certified under the Rainforest Alliance’s Regenerative Agriculture Standard.

The product builds on a more than 20-year partnership between Rainforest Alliance and Lavazza, and is intended to demonstrate how regenerative agriculture can be implemented and verified at farm level rather than remaining a broad sustainability goal.

The Rainforest Alliance’s Regenerative Agriculture Standard provides a certification framework covering soil health, biodiversity, water management, climate resilience and farmer livelihoods.

The system is independently audited and designed to measure progress against defined environmental and social indicators.

The launch comes as the coffee sector faces ongoing pressure from climate volatility, soil degradation, biodiversity loss and economic challenges for producers. The Rainforest Alliance positions regenerative agriculture as a method to improve farm resilience and support long-term supply stability.

Initial implementation has focused on Honduras, where more than 70 farms have achieved certification under the standard with support including technical training and operational guidance.

The project is intended to move regenerative practices from pilot stages into commercially available products.

Lavazza said the new blend will be available in international markets from June 2026.