Corporate Image Director, Francesca Lavazza

Corporate Image Director, Francesca Lavazza

“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, we are proud,” says the Company’s Corporate Image Director, Francesca Lavazza, “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. It doesn’t matter whether they grow beans or harvest salt, chili peppers or coffee, the young Earth Defenders, as captured in the photographs by an equally young photographer, Joey L., teach us that we can feed the planet in a fair and sustainable way, without wasting resources, while encouraging the economic development of local communities at the same time.”
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. “We have to get back to the soil, by picking up the hoe once more,” explains Slow Food President and Founder Carlo Petrini, “putting on fishing boots again, ploughing abandoned fields, rediscovering native breeds and local varieties. It is a return to the land that speaks of departure. It is about looking back to find a new, creative and satisfying path. This is what we are taught today by the young Earth Defenders in South America, Africa and the rest of the world: preserving what we receive from the past in order to imagine a promise of quality tomorrow. That is why it was almost a duty for us to rally them here in Milan during EXPO 2015. I am proud that 2,500 young farmers, herders, fishermen, chefs, students and activists from 120 countries worldwide have answered our call. They will breathe life into Terra Madre Giovani – We Feed the Planet and pay back the hospitality of hundreds of families in the Italian region of Lombardy, by sharing their ideas and innovative solutions for feeding the planet as we move into the future.”

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Corporate ,Image, Director, Francesca, Lavazza