NESCAFe BLEND BREW Strengthens Quality Coffee Strategy

Business Press Releases Monday June 26, 2017 15:58
Bangkok--26 Jun--ABM
Gives 10,000 Quality Coffee Plantlets to Southern Farmers to Help Ensure a Sustainable Future for Coffee

NESCAFÉ BLEND & BREW Pasom Kafe Kua Bod La-iad, Thailand's number-one coffee mix, is using a "Quality Coffee" strategy in a campaign to engage coffee lovers and reinforce the NESCAFÉ brand's high quality. The campaign features Pechaya "Min" Wattanamontri in a video clip unveiling the goodness of quality coffee with NESCAFÉ BLEND & BREW while inviting coffee lovers to share this video clip with others. For every share of the video clip, NESCAFÉ is donating one quality Robusta coffee plantlet to coffee farmers in Surat Thani province.

According to The Public Ledger, there is a growing global demand for quality coffee, with a 30% increase in consumer demand over the past 15 years. Thailand is one of the countries where quality Robusta coffee is grown, including hand-picked coffee cherries and a hand-sorting process. It is facing the challenge of less coffee being planted due to dedication required to nurture coffee plants, so farmers are turning to other crops. This led to the campaign by NESCAFÉ to reinforce its position as the coffee expert and provide assistance to coffee farmers under the NESCAFÉ Plan, a global initiative that supports sustainability through the responsible farming, production, and supply of coffee, with an aim to develop thriving and resilient coffee farmer communities and promote sustainable income.

NESCAFÉ recently introduced the "NESCAFÉ BLEND & BREW Quality Campaign" to reinforce that the quality of coffee is important and people can rest assured that they are drinking the highest quality coffee with NESCAFÉ BLEND & BREW, which offers the same experience as fresh coffee, also known as Kafe Sod.

Munin Supanurat, Marketing Manager - NESCAFÉ Mainstream Mixes, Coffee & Creamer, Nestle (Thai) Ltd., said, "The NESCAFÉ BLEND & BREW Quality Campaign has strengthened NESCAFÉ BLEND & BREW Pasom Kafe Kua Bod La-iad as the number one coffee mix in Thailand, made from the high-quality coffee enjoyed by Thai people from generation to generation for over four decades. Our brand ambassador, Pechaya Wattanamontri, was proud to take part in this campaign, inspiring Thai coffee lovers in a video clip that shows how NESCAFÉ BLEND & BREW is made with the highest quality from farm to cup. The video clip has received great feedback as it reached 11 million coffee lovers in Thailand through Facebook, YouTube, and other digital media channels. Viewers' comments about the campaign were positive, especially about the quality of NESCAFÉ coffee beans and NESCAFÉ's contribution to helping the coffee farmers.

"As a result of the many shares, we are able to donate 10,000 quality Robusta coffee plantlets to coffee farmers in Surat Thani. The campaign reflects our efforts as part of Nestle's Purpose of enhancing quality of life and contributing to a healthier future. We hope that our effort in this campaign will encourage Thai coffee farmers to grow more quality Robusta coffee to ensure a sustainable future for Thai-grown coffee," she added.

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