Bengaluru: NESCAFÉ Sunrise has launched a campaign to celebrate coffee farmers and honour their dedication and relentless efforts in growing coffee. The campaign pays a tribute to the love and commitment with which these farmers work in their fields, to grow high quality coffee. It also highlights their association with Nestlé agronomists, who work closely with these farmers, as a part of the NESCAFÉ Plan.
The NESCAFÉ Plan, introduced in India in 2012 goes beyond coffee. It aims at developing good agricultural practices, sustainable management of landscapes, and enhancing biodiversity in coffee farms. It blends the valuable traditional knowledge of coffee cultivation with modern scientific practices to aid sustainable growth of coffee in the region. Nestlé India works closely with around 5,000 coffee farmers in Karnataka, Tamil Nadu, and Kerala through the NESCAFÉ Plan.
Talking about the campaign, Mr. Sunayan Mitra, Director, Coffee and Beverages business, Nestlé India, said “Behind every delightful cup of Nescafé, there are coffee farmers whose hard work and dedication contribute to the exceptional taste of our coffee. On this International Coffee Day, we pay tribute to these remarkable farmers by sharing their stories on our jars and through this beautiful campaign crafted with love by our teams at Nestlé and Dentsu Creative Webchutney. The coffee farmers are the backbone for our NESCAFÉ Plan. They have helped us gain immense consumer love and trust for our brands by upholding the safety and quality of our products. This campaign is a homage to their perseverance and dedication, and I hope that it will be appreciated by our consumers.”
