- By RAI Amsterdam
- In SustainableCSR
- Posted: September 22, 2017
RAI Amsterdam serves Lavazza’s most sustainable coffee
This year’s IBC (International Broadcasting Convention), the largest international trade exhibition held in the RAI Amsterdam, saw the introduction of the new sustainable Alteco Premium Blend by Lavazza. The RAI is the first convention centre in Europe to serve this internationally certified 100% organic and UTZ-certified coffee to guests on such a large scale.
Alteco is Lavazza’s most sustainable coffee and distributed very selectively due to its limited availability. The name Alteco means ‘high ground’ and refers to the mountain tops in Central America where Lavazza blends arabica coffee from the highest altitudes with a selected robusta variety, both grown in non-polluted areas. The beans originate from plantations which practice organic agriculture in accordance with UTZ’s sustainable environment principles.
RAI Amsterdam uses approx. 30% of the entire production of the sustainable Alteco beans available per year via its five restaurants, 45 mobile catering points and seven vending locations. In contrast to other sustainable coffee brands, Alteca has a rounded flavour that develops slowly and lasts longer. This also makes it ideally suitable for milky coffees such as cappuccino.
The move underlines RAI Amsterdam’s ambition to stimulate sustainable growth and the development of people, markets and the environment. Partner Bluespresso, distributor of Lavazza in the Netherlands for the small-scale business market and professional catering, describes it as a new step in sustainability. “The use of a 100% organic bean of this quality and on this scale is unique,” says Maayk de Poorter, director of Lavazza - Bluespresso. “Internationally Lavazza has a very progressive sustainability policy via various major projects. The use of Alteco in the RAI is a prestigious move of which we are very proud.”
The contract was signed by Maurits van der Sluis (Chief Operating Officer RAI) and Maayk de Poorter (Director Bluespresso) in the presence of Jules Broex (Director Operations RAI) and Willem-Jan Kleijn (Country Sales Manager Benelux Lavazza).