Produced under the creative direction of Armando Testa, the 2016 Lavazza Calendar “From Father to Son” explores, through the 13 photographs, shot by Joey L., the rites and customs of the new generation of earth defenders in Central and South America. The young men and women are portrayed with their “fathers,” who every day, drawing on lessons handed down from one generation to the next, defend biodiversity and their plants and crops without wasting resources, for the benefit of the local community. Lavazza and Slow Food invite everyone to stand with them.
The company’s corporate image director, Francesca Lavazza says: “Innovating while respecting tradition. This is the recipe of thousands of young farmers in South America, Africa and the world over, who have accepted the baton passed on to them by their fathers and now hold the future of the earth in their hands. “As Lavazza – she continues – we are proud to be working side-by-side with Slow Food and these modern day heroes of the planet on a project which goes beyond photography, one that acts as sounding box, with the help of our Calendar, for a far-reaching social message”.
The Lavazza Calendar “From Father to Son” looks ahead to the initiative Terra Madre Giovani – We Feed the Planet and represents a practical way to support the Slow Food project. Carlo Petrini, the Slow Food President and Founder, says that: “We have to go back to the roots and pick up the hoe once more, put on fishing boots again, plough abandoned fields, rediscover native breeds and local varieties. This is what we are taught today by the young Earth Defenders in South America, Africa and the rest of the world. To preserve what we received from the past in order to imagine a promise of quality tomorrow.”
The Italian company Lavazza is the retail leader in home market with a market share of about 45%, according to Nielsen’s data and reached sales of about 1,344 million euro in 2014, with a growing presence in North America. The company has five manufacturing plants, and markets its products in more than ninety countries, through wholly owned subsidiaries and distributors. In 2015, in partnership with Argotec and the Italian Space Agency, Lavazza became the first company to serve authentic Italian espresso in outer space with the ISSpresso capsule system. Lavazza has exclusive coffee partnerships at five of the world’s top tennis tournaments (Wimbledon, Roland Garros, US Open, BNP Paribas Open, and Rogers Cup) and is the official partner of the Solomon R. Guggenheim Foundation and its New York museum.