Juniper
Celebrating International Coffee Month, the world’s favourite coffee brand, NESCAFÉ, is putting the spotlight on its commitment to sustainability with its latest campaign, “NESCAFÉ Disemai dengan kasih, dinikmati sepenuh hati” (NESCAFÉ Grown with respect, savoured with love).
Showcasing the sustainable journey of a single coffee bean from farm to cup, the campaign highlights the immense care NESCAFÉ takes to ensure the quality of every bean used in its products to satisfy coffee lovers. Going beyond delivering a great cup of coffee to consumers, this is part of the brand’s commitment to create a sustainable coffee ecosystem, founded on respect for farming communities and for the planet.
NESCAFÉ has already fully transitioned to using only 100% 4C certified coffee beans for all its products produced in Malaysia. The 4C Code of Conduct is an internationally recognised sustainability standard for the entire coffee sector, aimed at driving sustainability in coffee supply chains. Today, all of NESCAFÉ Malaysia’s coffee beans are ethically sourced and meet the 28 principles under the 4C.
Mr Juan Aranols, Chief Executive Officer, Nestlé (Malaysia) Berhad, said, “Nestlé’s purpose is to unlock the power of food to enhance the quality of life for everyone, today and for generations to come. NESCAFÉ is fully living up to this purpose. As we celebrate International Coffee Month, we are pleased to highlight NESCAFÉ’s sustainability journey. In Malaysia, our coffee beans are all sustainably and responsibly sourced from the best coffee growing regions in the world. We are committed to deliver the best-tasting coffee to all Malaysians while ensuring care and respect across our entire supply chain, starting from the farmers.
In addition, NESCAFÉ is also actively improving sustainability across its value chain. In 2019, NESCAFÉ Malaysia launched the NESCAFÉ Grown Respectfully programme aimed at reviving coffee farming in Malaysia, starting with Kedah. To date, the programme has benefited more than 100 farmers and foundations are in place to accelerate this progress in the coming years.
Mr Othman Chraibi, Business Executive Officer for NESCAFÉ, said, “Our objective is to ensure the future of great quality coffee is sustainable, while enhancing the livelihoods of local farmers and rural communities. From helping farmers grow better crops to protecting the environment through sharing best agricultural practices, our latest campaign in conjunction with International Coffee Month demonstrates how NESCAFÉ is grown with respect, to be savoured with love by Malaysians.”
Starting July 2020, all NESCAFÉ Malaysia product packaging will feature the Grown Respectfully logo, assuring consumers on the brand’s commitment to nurture a sustainable coffee supply chain.
