Malaysia’s favourite coffee brand, NESCAFE is celebrating its 85-year legacy by amplifying its commitment to sustainability.
Embarking on its new campaign, ‘NESCAFE Make Your World’ the brand is harnessing its global reach to put a spotlight on its efforts to cultivate a sustainable coffee ecosystem, founded on respect for farming communities and for the planet.
The campaign showcases NESCAFE responsible sourcing journey, which ensures that carefully selected, sustainably-grown coffee beans from coffee-growing regions across the world, go into every cup of NESCAFE globally.
NESCAFE upholds sustainability in its supply chain by supporting the adoption of regenerative agriculture to help conserve and restore farmland and its ecosystems. To date, a total of 125,000 farmer trainings on regenerative agriculture has been conducted, reaching 31,000 women and 21,000 youths worldwide. Additionally, 1.4 million trees have been planted in and around coffee farms to capture and remove carbon dioxide from the atmosphere. In line with the global direction, the brand is also supporting Malaysian farmers in the transition to regenerative agriculture through the NESCAFE Grown Respectfully Programme (NGR). First launched in Kedah in 2019, the programme has uplifted the lives and livelihoods of local coffee farmers.
Raef Labaki, Business Executive Officer for Coffee, Nestle Malaysia Bhd said, “As we celebrate our 85-year journey during International Coffee Month, we continue to be driven by our commitment to a sustainable supply chain for coffee. Through the ‘Make Your World’ campaign, we hope to inspire consumers to join us on this journey to make the world a better place. With every cup of NESCAFE, they are helping us get closer to realising our vision of a greener, more sustainable future for coffee. In Malaysia, our commitment to a green coffee supply chain is reflected in our high-quality products made with care using 99% responsibly sourced coffee beans. Beyond this, our efforts have also enabled us to create our first-Malaysian made NESCAFE Classic Kopi Kedah, made with Robusta coffee beans grown through the NGR programme. The farmers that we work with in local communities are critical to our sustainability efforts and ensuring a stable supply of sustainable raw ingredients. As we continue to build our legacy of a sustainable coffee supply chain, we remain committed to supporting farming communities and the planet.”