Nespresso to invest US$9.8m in new strategy to revive coffee industry

USA – Nespresso has announced that it is investing US$9.8 million (CHF 10 million) in a new strategy to revive the coffee industries in selected countries across the globe.

The company has launched the Reviving Origins programme geared at restoring coffee farming in regions where it is under threat, as well as foster rural economic development in those countries.

As part of the AAA Sustainable Quality™ Program, Nespresso is working with farmers in regions that have been blighted by conflicts, economic hardships or environmental disasters.

The Reviving Origins programme is part of Nespresso’s overall commitment to invest CHF 500 million (US$492.8 million) from 2014-2020 in its sustainability program, The Positive Cup.

“Through our Reviving Origins program, we have an opportunity to bring back forgotten coffees, boost economic development in regions where there has been significant adversity and share a completely new taste experience with consumers,” said Jean-Marc Duvoisin, CEO of Nespresso.

This also builds on its AA programme launched in Zimbabwe and Caquetá region of Colombia as well as plans to revive coffee farming in Puerto Rico after 80% of its coffee farms were destroyed by hurricanes in 2017.

Bringing back lost coffees

Nespresso first discovered the potential of reviving a forgotten coffee when it ventured to South Sudan in 2011.

According to the company, the limited edition Suluja ti SOUTH SUDAN became the country’s second export after oil and helped to diversify the economic base of the world’s youngest nation.

Nespresso has launched new single-origin coffees from Eastern Zimbabwe and Caquetá, Colombia, a variety that is regarded to be virtually unknown and have been slowly disappearing for decades.

TAMUKA mu Zimbabwe and ESPERANZA de COLOMBIA will be available from May 2019 in 18 countries.

“Through our Reviving Origins program, we have an opportunity to bring back forgotten coffees, boost economic development in regions where there has been significant adversity and share a completely new taste experience with consumers,” said Jean-Marc Duvoisin, CEO of Nespresso.

TAMUKA mu ZIMBABWE offers fruitiness and zesty, bright acidity, with notes of cranberry to red berries, and currant to grape; features sweet notes of caramel and toffee, making it ideal for a Latte Macchiato.

ESPERANZA de COLOMBIA is a mild coffee that is very light in acidity and has aromas of yellow fruits with a hint of a cereal note.

The program looks to address challenges such as climate factors and economic instability which affects coffee production.

For instance, in Zimbabwe, coffee farmers produced over 15,000 tons of coffee in the late 1980s, but by 2017, production levels were at less than 500 tons.

Coffee production in Colombia is impacted by 50 years of conflict but Nespresso is working with farmers and the Colombian National Coffee Growers Federation to boost productivity.

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