nespresso marketing campaign, sustainable coffee
DESCRIPTION
Nespresso Marketing Campaign pitch for AAA Nespresso sustainable espresso. This presentation was prepared for Nespresso in Costa Rica in 2007.TRANSCRIPT
“People are the value chain”
Presented by The GrindersSeptember 8, 2007
Katrin JamartSebastien JarpLauren Jeter
Costantino Petroccia
Defining Sustainability
Sustainable development is defined as balancing the fulfillment of human needs with the protection of the natural environment so that these needs can be met not only in the present, but in the indefinite future.
Acknowledgement
Adaptation
Involvement
Impact
Short term - long term
Invest - harvest
Profits - Resources
Environment Economics
Ethics
People
Sustaining our Future
• Ensuring long term profitability for farmers
• Reducing farmer’s risk
• Establishing long term relationships
• Equitable share of value
• Increasing quality of life both farmers and workers
Higher price paid for quality
Premiums paid for quality coffee, increasing income
MemberFarmers
People are the Value Chain
Virtuous circle Create value Share value
Closing the GapProduction Side
Farmer
Member
Sponsored by
Grand CruGrand CruCooperativeCooperative
Institutes of Sustainable Quality
Cup of Excellence• Hosted annually at local NISQ
– Invited to Grand Cru Co-op
• Gives farmers recognition• Sources high quality supply• Promotes local regions
– Example: Tarrazu coffee
Sponsored by
Securing Excellence
• Cooperative for the best of premium coffee farmers
• Better coffee, better prices• Reinvests in the community
– Schools– Reforestation efforts– New Milling Equipment
• Assures long-term supply of premium coffee – Price– Community Involvement
Grand CruGrand CruCooperativeCooperative
Increasing Efficiency
• Year Round Staff– Agronomists– IPM Specialists– Waste Management Team– 24 hour Technical Support– Seminars
• Education/Technology:– Increases Yield and Quality– Ex. CATIE Research
Closing the GapConsumer Side
Farmer
Member
Consumer Education
• Awareness through product descriptionsMontezuma is a Costa Rican blend par excellence with a strong character, intense body and long, exquisite after-taste. Its thick, smooth crema remains to the last sip. It is sourced from the steep mountains of Costa Rica. The biodiversity of these mountains are bountiful and adds to the complexity of every coffee bean
AAA Club Specials• Grand Cru Spotlights• 100% AAA coffee• Two Shipment per year
Member Limited Edition
Communication
• Production blog• Leave comments
about your favorite capsules
• Tracking your coffee– Regional blends – Trace origin
• Local wildlife – Gatekeepers of the
region
People are the value Chain
Thank you for your time