gerard berssenbrügge, ceo nestl é nespresso honoree rainforest alliance gala dinner new york, 16...
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Gerard Berssenbrügge, CEO Nestlé Nespresso
Honoree Rainforest Alliance Gala Dinner
New York, 16 May 2007
An Introduction to Nestlé Nespresso
Nestlé Nespresso is a globally managed business
Number 1 premium portioned coffee
CHF 1 billion sales in 2006 (Ø annual growth rate 30%)
B2B and B2C business with 3.1 Million Club Members
Represented in more than 50 countries around the world
Over 80 boutiques in major cities
50% of sales via www.nespresso.com
Founded on our unique trilogy:
Perfectly portioned Smart and easy Personalised service highest quality to use machines 24/7 for our Club Grand Cru coffees Members
The Unique Nespresso Trilogy
Our Vision
To be preferred and respected as the leading quality coffee company for portioned coffee and become the icon of perfect coffee worldwide
Four factors led to the creation of our AAA Program
1. The potential shortfall in the availability of highest quality coffee
Competition with other roasters for these coffeesThe need to build loyalty in farming communities
2. Building on and developing Nestlé’s corporate sustainability commitment
The Nestlé Shared Value approach to corporate responsibilityEnsuring the value created by Nespresso is shared across the value chain
3. Embedded within our vision and mission statements
Continuous improvement of our business in all aspects
4. It’s the right thing to do
What Have We Done?
Engaged multiple stakeholders
Formed a partnership with Rainforest Alliance to verify our program
Developed and tested the Tool for the Assessment of Sustainable Quality (TASQ™)
Involved 14 000 farmers in 9 regions in 5 countries
Currently 30% of all our coffee sourced through the AAA Program
Target 50% by 2010
A unique sustainable quality assessment tool tailored to our business model
Co-developed with the Sustainable AgricultureNetwork
Flexible for the varying needs of individual regions
Based on Rainforest Alliance sustainability indicators and Nespresso quality indicators
AAA creates economic value for farmers and their communities
Improved farmer income
TraceabilityIncreasing farmer percentage of export valuePrice premium
Improved crop quality and yield
Lower rejection rates
Loyalty and long term relationships
Investment in training and projects to develop region’s quality coffee cultivation
Specific skill transfers e.g our partnership with TechnoServe
Financing the costs of assessment and verification
Co-financing with multilaterals
The Benefits: For Nestlé Nespresso
Builds on and develops our quality commitment
Safeguards the long-term supply of highest quality coffee
Drives operating efficiencies
The first step to creating direct relationships with farmers leading to loyalty
Inspires and motivates our club members, customers and employees
The Benefits: For Our Club Members
Further substantiation of our premium and reason to believe
A proactive position as ethicality becomes a higher expectation
Direct contribution to the sustainable development of farming communities
Connects the consumer with the producer and reveals the human story
Nespresso Communication to Club Members
Nespresso AAA Summer Campus 2007
The Nespresso AAA Program Micro Website
Bid for the future!
Thank you…
…to Rainforest Alliance for accompanying us on our journey towards sustainable quality…
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