Our favourite NESCAFÉ drink in a new guise, from a sustainable source

By: Trademagazin editor Date: 2024. 08. 28. 10:33

One of Nestlé’s biggest brands, NESCAFÉ has a completely revamped packaging. NESCAFÉ’s inspirational new slogan, “Make Your World” expresses the brand’s global commitment to sustainable coffee production and encourages consumers to make a positive difference by drinking their favourite beverage.

Careful planning, targeted action

One in seven cups of coffee consumed worldwide is NESCAFÉ. The brand – which Hungarian consumers know and love very much – has a fresh new look. This new look also reflects NESCAFÉ’s commitment to sustainable coffee farming. In 2011 the brand launched the NESCAFÉ Plan to improve the livelihoods of coffee farmers, which has achieved impressive results by now.

Did you know? One in seven cups of coffee consumed in the world is NESCAFÉ

Sustainable coffee farming for better yields

In 2023 more than 20% of the coffee processed by NESCAFÉ came from farmers using regenerative, soil-regenerative farming practices certified by the Rainforest Alliance. Thanks to regenerative agricultural practices, NESCAFÉ suppliers worldwide have increased coffee productivity per hectare by 5-25% compared to 2022. Among other things, this increase was achieved through optimised fertilisation and mulching, which reduced greenhouse gas emissions per kilogram of coffee by 15-30%. In 2023 the NESCAFÉ Plan will distribute 21 million coffee plants to farmers to help rejuvenate coffee plantations.

In 2023, more than 20% of the coffee consumed by NESCAFÉ came from farmers using regenerative farming practices certified by the Rainforest Alliance

A young generation of conscious coffee farmers

In 2023 more than 140,000 coffee farmers in 16 countries received comprehensive training and technical assistance on soil regeneration practices. The NESCAFÉ Plan doesn’t stop here: the next target is to use only responsibly sourced coffee in NESCAFÉ products globally by 2025, and to source 50% percent of coffee used worldwide from plantations with regenerative agricultural practices by 2030.

The achievements of NESCAFÉ’s regenerative agriculture programme are also featured on the packaging of its renewed products. The new package design carries the message “100% responsibly sourced coffee” across Europe.

More information about the brand and its sustainability efforts is available at www.nescafe.com/hu. (x)