There are few aromas more enticing in the morning than that of a good cup of joe. The simple ritual of grinding the beans, setting up the coffee machine and brewing your coffee is, for many, a necessary moment of mindfulness before the intensity of the day. But with coffee beans being a finite, natural resource that rely on prime growing conditions to survive, it’s more important than ever that we safeguard their survival.

This is the idea behind illy’s new campaign, #MindTheCoffeeCup. Every morning millions of people wake up with a cup of coffee, but in order to ensure we can enjoy it tomorrow, we need to start regenerating the earth today. For illy Coffee, this change has already begun, with the launch of its new Arabica Selection Brazil Cerrado Mineiro, produced entirely through regenerative agriculture certified regenagri®, which guarantees the lowest environmental impact and at the same time regenerates soil fertility.

To celebrate the launch and help you be part of the positive change, illy Coffee are giving one lucky reader the chance to win an X1 Anniversary coffee machine and a year’s supply of illy regeneratively farmed coffee, so you can start your day knowing you’re doing some good for the earth.

For more information visit illy.com