Nestlé's Nespresso brand has launched 'Reviving Origins', a new programme aimed at restoring coffee farming in regions where it is under threat.
Using its AAA Sustainable Quality programme, Nespresso is working with farmers in conflict-struck regions, or those that are facing economic hardships or environmental disasters.
Over the next five years, the company is investing CHF 10 million to revive the coffee industries in selected countries with the aim of encouraging rural economic development.
The Reviving Origins programme is part of Nespresso's overall commitment to invest CHF 500 million in its sustainability programme, The Positive Cup, between 2014 and 2020.
"Through our Reviving Origins programme, 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.
The announcement comes alongside the launch of new single-origin coffees from Eastern Zimbabwe and Caquetá, Columbia.
These rare coffees are virtually unknown, and have been slowly disappearing for decades.
As a result of Nespresso's investment and the commitment of partners, coffee farmers in these two regions are starting to rebuild sustainable livelihoods, restore their local economies and bring much needed development to their rural communities, the company said.
"This project is not only bringing back some of the world’s best coffee – it is bringing back economic opportunities in Zimbabwe’s hard-hit rural areas," said William Warshauer, president and CEO of TechnoServe.
"As a non-profit that takes a business approach to reducing poverty, TechnoServe is excited to partner with Nespresso and the farmers of Zimbabwe to build a brighter and more prosperous future."
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Helen Galgey. Click subscribe to sign up to ESM: The European Supermarket Magazine.