Nescafé launches Grown Respectfully campaign

On 1 October, Nescafé launched the Grown Respectfully initiative to communicate the full breadth and depth of Nescafé Plan’s sustainability program, and its impact on people and the planet. Nescafé says Grown Respectfully encapsulates the work it has been doing since 1938 to help farmers grow more and better coffee via Nescafé Plan’s three pillars – respect for farmers, respect for communities and respect for the planet. “From the day Nescafé was invented 80 years ago, sustainability has been at the heart of our iconic brand,” says Mario Vera, Vice President, Global Communications, Beverages, Nestlé. “Consumers are increasingly interested in sustainably sourced products. They want to know where the coffee beans come from and how they are produced. “Through Grown Respectfully, Nescafé will convey real and inspiring farmer experiences. We will also bring to life the tremendous contribution farming communities make in providing quality coffee to consumers worldwide.” Grown Respectfully will feature in various channels, including Nescafé’s product packaging. Related stories: Nespresso invests in Zimbabwe coffee production The Nescafé Plan was first launched in 2010, and Nescafé will have invested CHF 350 million (approximately US$356 million) under it by 2020. With a network of more than 300 agronomists, Nescafé provides training and technical assistance on good agriculture practices to more than 100,000 farmers every year to improve coffee productivity and quality. It has also distributed 160 million coffee plantlets to renew ageing trees, support better farmer incomes and livelihoods, and aim to distribute 220 million by 2020.

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