An Italian coffee company founded in Turin in 1895, Lavazza, has entered the metaverse with the goal of expanding its sustainable projects into the virtual space.
The virtual space, named “Lavazza Arena,” was launched on Roblox and boasts a deforested soccer field that represents the size of an area of the Amazon rainforest that is destroyed every 30 seconds.
The Lavazza Arena will be reforested as more people play, and this will aid Cesvi and the Lavazza Foundation in their efforts to plant 1000 walnut trees in the Amazon rainforest.
In Peru, the Lavazza Foundation is collaborating with the Peruvian Ministry of Environment, local and indigenous communities, and Cesvi, a non-profit organization, on a territorial reforestation effort. This initiative has two major goals: to support the protection of existing forest heritage through direct management of indigenous populations, who thereby become “guardians of the forest,” and to plant new plants in degraded areas.
Landing on the metaverse and employing new technologies that have already gathered a large community appears to be the proper thing to do in order to sensitize and involve many other people in its long-term mission.