Nescafe launches limited-edition coffee collection
Nescafe has launched its limited-edition “Nescafe Red Cup Grown Respectfully Collection” containing coffee that offers full flavour and rich aroma, the company announced in a press release on Thursday.
The collection has 12 different package designs, each featuring a portrait of an actual Thai coffee farmer taken by Chamni Tipmanee, one of Thailand’s leading photographers. The collection showcases Nescafe’s Grown Respectfully programme, a global initiative to help farmers sustainably grow better coffee to improve their well-being and quality of life.
According to the company, Nescafe Red Cup offers the full flavour and rich aroma of finely ground roasted coffee. By featuring 12 Thai coffee farmers on its packages, “Nescafe Red Cup is highlighting how they put their hearts into growing quality brew for Thai coffee lovers”. Chamni’s photos capture the spirit of these farmers, who strive to provide quality coffee beans to Nescafe, the firm added.
“Thailand’s pure soluble coffee market has grown by 10 per cent so far this year,” Nescafe Red Cup senior marketing manager Thanatorn Punpanishgul said.
The soluble coffee market is worth an estimated Bt4.7 billion, according the company.
“Nescafe Red Cup is a leader in this market. We are pleased to introduce the collection to further support growth and show how much we appreciate the value of coffee farmers who have been behind Nescafe’s success in Thailand over the past 46 years. We hope that the Nescafe Red Cup Grown Respectfully Collection will encourage coffee lovers to take a moment to think about their fellow Thais who put their hearts into growing the finest coffee beans. This is a great way to nurture a stronger bond between the farmers and coffee lovers,” Thanatorn added.
Nescafe Red Cup is also launching an integrated marketing communications campaign. The introduction of the collection will be supported by marketing activities including a two-minute video commercial titled “A story from the farmer’s heart to the drinker” that will air on digital media, besides in-store promotions across the country.
The Grown Respectfully programme’s three platforms are respect for farmers, respect for communities, and respect for the planet, the company said.
The programme currently involves more than 2,500 farmers in five key coffee-growing provinces: Chumphon, Ranong, Surat Thani, Nakhon Si Thammarat and Chanthaburi.
Nescafe has given away more than 1.6 million free coffee plantlets to farmers under the programme, while educational efforts by the company’s agronomists have improved the yearly average of Thailand’s coffee yield to 1.45 tonnes per hectare, compared to the previous 0.9 tonnes, according to the firm.
Nescafe has been collaborating with the Department of Agriculture since 1999 to conduct research and develop Robusta coffee.
