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Retail

Mondelez To Step Up Coffee Sustainability Marketing

By square1
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Mondelez To Step Up Coffee Sustainability Marketing

Mondelez Internatinal are hoping to make coffee drinkers more aware of their impact on sustainable supply chains by rolling out marketing campaigns for it's top brands.

The 2014 marketing campaign will promote its pledge to invest a minimum of $200 million to empower one million coffee-farming entrepreneurs by 2020.

The “Coffee Made Happy” strategy, launched earlier this year, has been pushed internally to date, and aims to capitalize on the rising demand for quality roasts.

The business says it plans to give a more “tangible” feel to its latest sustainability effort, which just last week announced an agreement with the Indonesian Coffee and Cocoa Research Institute (ICCRI) and suppliers Armajaro and Olam to promote sustainable Indonesian cocoa farming.

Mondelez gave few further details but said it would involve on-pack activity to showcase the quality of its coffees. It is also looking to beef up its one year-old Kenco Rewards loyalty programme ahead of the move.

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Coincidentally, it was one year ago today that Kraft Foods Inc. became Mondelez International, Inc. after spinning-off its North American grocery business.

The company is celebrating its first anniversary as a new company with month-long festivities and volunteer activities for its 110,000 employees around the world.

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