Our favourite crop - coffee - has a rocky history. Over the centuries, it's been smuggled by monks and naval officers, threatened by frost, banned by royalty, and loved by the people. When climate change and political instability joined the ranks of attackers, we wrote the NESCAFÉ® Plan as the first chapter in our attempt to fight for coffee.
The plan was all about respecting farmers, respecting communities, and respecting our planet. Sometimes that respect looked like joining the farmers in researching their crops to make them more resilient. At other times, respect meant inspiring the next generation of coffee farmers with upskilling programs. And, at its most basic, respect always means being able to trace the bean back to the farm and guaranteeing your partners in the field a sustainable income. After 10 years, that plan's become part of our DNA.
"From Colombia to Kenya and Java to Jamaica - it's the ones who make their living from the soil who know how to grow their coffee respectfully. When your whole crop depends on the climate, you care more. No one has to convince these farmers to make choices that protect their coffee and look after the planet. When you know that one day you'll hand your farm over to your sons and daughters, you care more about the kind of tomorrow you're creating. These farmers make choices that respect people - their communities - the next generation of coffee farmers."
We've worked with the ones who make choices taste better for over 80 years now. Because of our proximity and collaboration with the farmers across the world's coffee belt of origins, we get to join the dots. The good choices one farmer makes in Brazil to prevent deforestation can help the farmer across the world in Ethiopia do the same. When one farmer in India creates greater biodiversity by intercropping, the coffee grower in Guatemala stands to gain. Our role is to be a catalyst for sharing best practices between the hundreds of thousands of farmers we work with across 15 countries. Now that's a network of know-how that tastes better!
We have a community of 300 NESCAFÉ® coffee-growing experts partnering with more than 700, 000 farmers around the world. It's about joining together to share best practices through training in business and advanced agricultural skills.
Growing other crops alongside the coffee trees is a good idea for the coffee and a good idea for diversifying farmer income. Paying a good price for these coffees means there's money left over to invest in building up other income sources too.
The farmers love coffee. We love coffee. That's why we're all in this together in the endless pursuit of finding new ways to make sure our farming communities are thriving and inspiring the next generation of coffee farmers.
We now have eight new and improved varities of coffee plants - they yield a bigger crop and can defend themselves better against pests and diseases in the field.
Some of these new coffee varieties need a lot less water. That means they can thrive in drier conditions where water is scarce.
Think of it as a renovation. The farms are more efficient when we join with the growers in planting new coffee trees. Those younger, healthier trees produce a lot more coffee - and it tastes better too.