Lavazza, official sponsor of the Salone del Gusto e Terra Madre 2014, unveils the brand’s 2015 Calendar during the event, produced with Slow Food to support the project “10,000 food gardens in Africa”. This year’s photographs by Steve McCurry are on sale for the first time to the public
Defending sustainability with passion, ethics and a focus on quality: this is the goal of the partnership between Lavazza and Slow Food, which has been a feature of the Salone del Gusto right from the outset in 1996 and will culminate in the tenth edition of this international fine food and wine event held in Turin from October 23rd to 27th.
It is here that the new 2015 Lavazza Calendar will be unveiled. The project, realised for the first time with Slow Food, will shine a spotlight on the African continent and the “Earth Defenders”, the people who every day defend their land and their projects in Africa with courage and devotion.
For the first time in a history spanning more than two decades, the Lavazza Calendar will be available for the thousands of visitors to the Salone del Gusto e Terra Madre 2014 to enjoy. The photographs by famous US photo reporter Steve McCurry tell the story of a journey to the African continent through the faces, landscapes and local products he found there. They will also be installed as an exhibition in the tunnel linking Lingotto Fiere and the Oval, the area that hosts the Terra Madre market. Lavazza and Slow Food have also launched a fundraising campaign to support the “10,000 food gardens in Africa” project, including the sale of a limited edition of the 2015 Lavazza Calendar. The visitors who buy the calendar at the fair will therefore also be supporting the Slow Food project, enabling Terra Madre communities to cultivate ten thousand food gardens in the schools, villages and city outskirts of 25 African countries.
Africa is the guiding thread for Lavazza’s presence at the Salone del Gusto and Terra Madre 2014, and the exclusive recipes that Lavazza will be presenting to the public will also draw their inspiration from the African continent. Created by Lavazza Training Center experts with ¡Tierra!, the coffee sourced from 100% sustainable plantations, and Kafa, the single-origin 100% arabica coffee from Ethiopia, the recipes presented embody the ethical and food sustainability promoted by Lavazza and its quest for excellence in the raw materials used.
Finally, once again this year Lavazza will be proposing a packed calendar of Coffee Workshops to give coffee-lovers an insight into the secrets of this drink that is a symbol of “Made in Italy” products:
Thursday 23 Oct, 2:30 pm – Ethiopian Kafa Coffee, the first coffee in history. A sensory journey to discover the coffee road. (Room 30)
Friday 24 Oct, 2:30 pm – Lavazza ¡Tierra! project: tales of a journey in sustainability through the aroma of coffee blends. (Room 30)
Friday 24 Oct, 5 pm – Italian espresso becomes a dessert. Simple, creative recipes to discover how to have fun and enjoy coffee in unusual ways. (Room 30)
Saturday 25 Oct, 12 noon – Coffee in all the world’s languages. Preparation and tasting according to traditions in different countries. (Room 30)
Saturday 25 Oct, 2:30 pm – First steps in coffee tasting as an expert taster. (Room 30)
Sunday 26 Oct, 2:30 pm – Italian regional coffee: classic recipes to taste and remember the pleasure they bring. (Room 30)
Sunday 26 Oct, 5 pm – Coffee Makers, a history, told and enjoyed by Lavazza and Enrico Maltoni, a scholar and collector of period coffee makers. (Room 30)
Monday 27 October, 12 noon – The authentic Italian espresso: the secrets of roasting, blending and extraction. (Room 30)
Lavazza at Salone del Gusto e Terra Madre 2014:
Pad. 2, J052 – H052
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