Wake up and smell the future

Meet Cesar Ernesto Buezo, a child of a coffee farming family, who spent his whole life surrounded by the coffee plants on his family’s farm, but until recently, hadn’t thought to stop and appreciate the coffee flavour or his prospects as a coffee farmer. Then he took part in NESCAFÉ^®’s Youth initiative, and his attitude changed. “The biggest breakthrough for me was the simple act of noticing the cup of coffee that I was producing,” he says. “Testing it, tasting the different flavours, studying colours and texture… this was all entirely new”.

 

Not a young person’s preferred profession, less than 5% of coffee farmers fall under the age of 35 worldwide. With a growing global generational gap engaged in coffee production, NESCAFÉ^® set about presenting young people with good reasons to stay on the farm and embrace a coffee future of their own.