Nestle said it will harness the Nescafe brand’s global reach to put a spotlight on its efforts to cultivate a sustainable coffee ecosystem.
PETALING JAYA: Nestle (M) Bhd
will be leveraging its coffee brand, Nescafe, to amplify its commitment to sustainability.
In a statement, the food and beverage giant said it is embarking on its new “Nescafe Make Your World” campaign in conjunction with the international coffee month.
Nestle said it will harness the Nescafe brand’s global reach to put a spotlight on its efforts to cultivate a sustainable coffee ecosystem, founded on respect for farming communities and for the planet.
“The campaign showcases Nescafe’s responsible sourcing journey, which ensures that carefully selected, sustainably-grown coffee beans from coffee-growing regions across the world, go into every cup.”
Globally, Nestle said the Nescafe brand upholds sustainability in its supply chain by supporting the adoption of regenerative agriculture to help conserve and restore farmland and its ecosystems.
“To date, a total of 125,000 farmer trainings on regenerative agriculture has been conducted, reaching 31,000 women and 21,000 youths worldwide.
“Additionally, 1.4 million trees have been planted in and around coffee farms to capture and remove carbon dioxide from the atmosphere.”
In line with the global direction, Nestle said the coffee brand is also supporting Malaysian farmers in the transition to regenerative agriculture via the Nescafe Grown Respectfully programme.
“First launched in Kedah in 2019, the programme has uplifted the lives and livelihoods of local coffee farmers,” it said.
In the same statement, Nestle business executive officer for coffee, Raef Labaki, said he is hopeful that the “Nescafe Make Your World” campaign will inspire consumers to join the company and “make the world a better place”.
“As we celebrate our 85-year journey during the international coffee month, we continue to be driven by our commitment to a sustainable supply chain for coffee.
“With every cup of Nescafe, they are helping us get closer to realising our vision of a greener, more sustainable future for coffee.”
