Journey to Cuba
Some places preserve their genuine spirit and stories of deep connection with the land. As part of the Ambassador Programme 2025, six of our co-workers went to Cuba, where they discovered an island struggling bravely to tackle today’s huge environmental challenges.
“The most valuable lesson I’ve learned is this: behind every single cup of coffee lies the work of countless people and an entire ecosystem working in harmony. It’s a realisation that will change the way I work forever.”
A heritage of traditions
The first stop on the journey was La Isabelica, a plantation whose history is intertwined with the exodus of the French colonialists from Haiti. It was they who, in the 18th century, introduced the first coffee plants to the country, along with innovative techniques such as the wet process, which is still what makes Cuban coffee unique to this day.
The journey then continued to Casa Dranguet, a cultural centre set up to explore and interpret the history of local coffee. Here, the group gained first-hand experience of the invaluable traditions that the community protects and promotes, transforming coffee culture into the beating heart of the country.
Tradition and sustainable innovation
The journey took the ambassadors deep into the heart of plantation country with a visit to La Carmita, a farm where they received a warm welcome from Florencio Fernandez Nuñez and Wilber Sánchez Carbonell, two producers of high-quality Arabica coffee. Together, they saw for themselves the farm's deep commitment to 100% organic production, in which all the work is performed by hand based on a deep understanding of the surrounding ecosystem.
“This journey has helped me realise that our pursuit of excellence goes beyond quality, becoming a real-world commitment to creating and supporting the work of local producers and their families.”
“I saw with my own eyes what I thought I would on this journey: our Group’s tangible support for local producer communities.”
Part of the farm’s production is reserved for the La Reserva de ¡Tierra! Cuba range of coffees, created with a special focus on the environment and made possible by the Lavazza Foundation's involvement in projects that protect biodiversity and fight deforestation. The coffee contained in this blend is also fully traceable via an integrated blockchain system.
Commitment to the environment goes hand in hand with a modern approach: on the Florencio estate, every plant is given a QR code to record its history, while the real-time data used to optimise operations is provided by a weather station.
“I was surprised by the level of innovation in Cuba. Driven by the constant pursuit of excellence, growers combine tradition and technology in unexpected ways. The most fascinating example is the attribution of a QR code to each plant in order to learn about its history.”
Research, collaboration and resilience
Aiming to reveal every secret about the Cuban coffee ecosystem, the itinerary included visits to key sites such as the Estación Experimental Agro-Forestal and the BioCubaCafé laboratories. The Agro-Forestal research centre develops plant varieties that are stronger, more resistant to disease and better suited to specific climates.
BioCubaCafé, a joint venture between the Lavazza Foundation, Grupo Agroforestal (GAF), HEI (Hecho en Italia) and other partners, aims to support producers and businesses in the coffee industry in their efforts to boost the market and encourage continuous innovation. The joint venture works to protect forests, help communities successfully negotiate the organic certification process, and improve the quality of the coffee they produce through special training courses.
“What struck me most about Cuba was seeing how our projects create a virtuous circle. Our aim is to improve the lives of people in the coffee industry, while ensuring respect for their culture.”
The final days of the journey took the group of Ambassadors to Havana to explore the contrasts of a city caught between past and future, whose spirit is revealed by its imposing architecture, its vibrant streets and the resilience of its inhabitants.
This journey wasn’t just about visiting places, but about engaging with the people, the natural environment and the stories that make coffee so much more than just a drink.
“My most profound take-away has been understanding the immense value of coffee for the communities that produce it. I learned that for them, the finest beans represent a vital source of sustenance and a treasure to share. This has given me a new perspective, one from which I now appreciate every single cup not just as a pleasure but as a privilege too.”
