I’m sure that all of you, at least once in your life, have entered a soccer stadium and been surprised by its size. Now think that every minute the Amazon Rainforest loses an area equivalent to 3 soccer fields. Every minute.
Sometimes it is difficult to think that something that happens on the other side of the world can have an impact on our lives, but it does. Every tree cut down, every meter of green uprooted is time stolen from the life of the Earth, and therefore also from ours.
Wild deforestation is one of the many problems Lavazza is trying to tackle. In particular, thanks to its collaboration with the Cesvi Foundation, since 2018 the leading Italian company has been supporting over 800 indigenous communities to reforest part of the Peruvian Amazon Forest.
Today, on the occasion of Earth Day, Lavazza has worked together with Pantone Color Institute to create a new color inspired precisely by the vegetation of the Amazon Rainforest. To underline its fragility and precariousness, the new shade has been called The Vanishing Color, thus becoming a symbol of the fight against deforestation.
Let’s save The Vanishing Color, let’s save the Earth.