Juniper
Delighting Malaysian coffee lovers once again, Nestlé Malaysia unveiled a brand-new look for its NESCAFÉ Classic Kopi Kedah 2023 edition! First launched in 2020, this represents the third edition of the Company’s first-ever homegrown coffee product, made with 100% Malaysian coffee beans purchased through the NESCAFÉ Grown Respectfully Programme.
Embodying Nestlé Malaysia’s commitment to rejuvenate coffee farming in Malaysia and enhance the livelihoods of local farmers, the programme was first established in 2019 in partnership with the Federal Land Development Authority (FELDA), Kedah State Department of Agriculture (KSDA) and Kedah Economic Development Authority (KEDA), to guide local farmers with training and technical assistance on seeding propagation, field planting and maintenance, and post-harvest operations. Laying the foundation for a greener coffee farming ecosystem, the programme also helps farmers to transition to more environmentally-conscious agricultural practices such as regenerative agriculture.
Through NESCAFÉ Grown Respectfully Programme, Malaysian farmers are able to cultivate coffee seedlings with the utmost care and respect to produce high-quality coffee beans that offer a uniquely Malaysian taste and aroma. To date, NESCAFÉ Grown Respectfully has successfully trained around 270 farmers and provided support for the cultivation of approximately 270,000 coffee seedlings across 150 acres of land.
Mr Juan Aranols, Chief Executive Officer, Nestlé (Malaysia) Berhad, said, “Since 2019, we have been working hard with our local coffee farmers to revitalise coffee farming in Kedah, Perak and most recently, Kelantan. Reflecting our commitment to Environment, Social and Governance (ESG) best practices, this is part of our sustainability agenda to take action to mitigate the impact of climate change and protect food supply chains. We hope that this programme will help enhance the livelihoods of our local coffee farmers who will benefit from greater crop yields and diversification of income as we support them in adopting regenerative agricultural practices such as intercropping.”
“The return of NESCAFÉ Classic Kopi Kedah reflects our steady progress for the NESCAFÉ Grown Respectfully Programme, and we are delighted to share this taste of Malaysia with consumers once again,” added Aranols.
Mr. Raef Labaki, Business Executive Officer of the Coffee BU, Nestlé (Malaysia) Berhad, said, “Every cup of NESCAFÉ Classic Kopi Kedah reflects the care and respect that our NESCAFÉ Grown Respectfully farmers put into growing coffee. In the few years since the programme was established, we have seen encouraging progress. We will continue supporting the local coffee sector to create special coffee moments for Malaysians nationwide.”
This year, NESCAFÉ Classic Kopi Kedah is back with an all-new packaging featuring the traditional art of handcrafted weaving or ‘anyaman’ to celebrate Malaysia’s local heritage. The tin packaging also displays key milestones achieved through NESCAFÉ Grown Respectfully and puts the spotlight on one of the programme’s local coffee farmers, responsible for producing the high-quality beans that create the signature taste of NESCAFÉ Classic Kopi Kedah, made with care and respect.
