Lavazza, the famed Italian coffee maker are an industry and national institution. They have represented Italy across the world and they continue to give a voice to causes that should have bigger media attention.
Over the years they have done this through their partnerships and community initiatives. However, since 1993 they have produced a calendar to highlight the issues through stunning photography and the one for 2018 is set to be another hit, especially as its title is; 2030 – What Are You Doing?
This year, the calendar – 2030: What Are You Doing? – illuminates key players working to achieve the United Nations’ 17 Sustainable Development Goals (SDGs) set for 2030. These global goals were adopted in 2015 by all 193 member states to work together towards a safer and more prosperous world for all.
Speaking to Forbes Magazine, Francesca Lavazza, spoke of how she created the project out of her passion for the arts and in recent years it has become an artistic megaphone for sustainability issues. “We want to popularize the universal commitment to 2030,” she explains. “This is the only way we can mobilize people. We want to carry the message of a positive revolution, to inspire and reawaken a sense of community, so that we can be the change we would like to see in the world.”
Food sustainability is championed by our favourite chef, Massimo Bottura who opines, “Basta bullshit” when it comes to food waste reduction. Andre Agassi can be seen championing children’s education whilst Alexandra Costeau advocates ocean conservation.
The calendar has been handed to world famed photographer, Platon, famous for his “piercing TIME covers” photographing the Obamas to Muammar Ghadafi. His style is direct and uses cultural figures to tell the story that statistics can’t.
“With the Lavazza Calendar ‘2030: What Are You Doing?’ we want to put under the spotlight a new group of cultural heroes, giving them all the authority they deserve,” recounted Platon. “In my role as cultural provocateur, with this project I have tried to ignite a respectful debate about moral compass, and the importance of good leadership. Because here there’s no negativity, no blame is laid, there’s just energy and passion: and so it’s a positive revolution. These are 17 extraordinary stories, which could be a source of inspiration and become the force leading a community of responsible global citizens, driven by compassion and a deep respect for service.”
Carlo Petrini (father of the Slow Food movement) and Massimo Bottura are two of Italy’s most influential names in food and are the featured leaders of the Lavazza 2018 calendar. Bottura has worked with Lavazza on numerous projects including the famed refettorio of Milan, London and Rio whilst Petrini has become a leading cultural icon to Italy and the world in food sustainability. Their inclusion in the magazine is no coincidence as according to the Food and Agriculture Organization of the United Nations, a third of food produced goes to waste.
When millions die every year from hunger, surely there has to be a better way and the Lavazza calendar is trying to show the people that can highlight the issues in their own, unique way.
This calendar would be the perfect gift, but alas, it’s not for sale. Instead, 30,000 collectible copies will be selectively handed out by Lavazza although you can browse the images and stories online.
PS. Lavazza, we would love one and provide a donation to the fund if you’re at all interested!