THE PER­FECT BREW

The Peak (Malaysia) - - Contents - LEFT Ge­of­frey Dalziel, Busi­ness Ex­ec­u­tive Man­ager of Ne­spresso Malaysia.

Ge­of­frey Dalziel, Busi­ness Ex­ec­u­tive Man­ager of Ne­spresso Malaysia, talks about the brand’s TheChoices WeMake cam­paign, which high­lights its ef­fort­less to not only pro­duce high-qual­ity cof­fee, but also the im­pacts it has on the com­mu­ni­ties Ne­spresso works with.

Ge­of­frey Dalziel, Busi­ness Ex­ec­u­tive Man­ager of Ne­spresso Malaysia, talks about the brand’s The Choices We Make cam­paign, which high­lights its ef­forts to not only pro­duce high-qual­ity cof­fee, but also the im­pacts it has on the com­mu­ni­ties Ne­spresso works with.

Tell us more about this pro­gramme. The Ne­spresso AAA Sus­tain­able Qual­ity Pro­gramme, cre­ated in 2003 with the Rain­for­est Al­liance, fo­cuses on 70,000 farm­ers in 12 coun­tries. For this The Choices We Make cam­paign, we wanted to show­case our be­lief that qual­ity comes by choice, not chance. That is why we wanted to show one con­crete ex­am­ple that is hap­pen­ing in Colom­bia around the cre­ation of a wet mill. We be­lieve this will help con­sumers un­der­stand the type of im­pact the pro­gramme can have and how it can change the lives of the farm­ers in­volved.

How does it work? The Choices We Make is the brand new cam­paign from Ne­spresso, fo­cus­ing on the amaz­ing sto­ries be­hind the cof­fee farm­ers in Colom­bia. The idea is not just Columbia. The Wet Mill in Jardin in north-west Colom­bia is just one il­lus­tra­tion of all the choices we make in the world and, through AAA, to bring high qual­ity cof­fee to our con­sumers.

The aim of the cam­paign is to tell an au­then­tic, hon­est tale of part­ner­ship that has led to more than a unique cup of cof­fee – all be­cause of the right choices. This cam­paign also aims to tell the story of the con­se­quences the pro­gramme has on the per­sonal lives of the farm­ers and in the com­mu­nity we live in. This im­pact shows the tan­gi­ble ef­fect ev­ery sus­tain­able choice, whether big or small, has on the qual­ity of our cof­fee and the farm­ers we work with.

What have been the ben­e­fits for cof­fee farm­ers? As you’ll see from the sto­ries, the time saved by the farm­ers has al­lowed for im­prove­ments that di­rectly af­fect the com­mu­nity, for ex­am­ple, ad­di­tional time with their fam­i­lies and to vol­un­teer at the lo­cal fire ser­vice. For the first time in a global cam­paign, we’re telling the per­sonal story of farm­ers. These farm­ers use the com­mu­nity mill, en­abled by the Ne­spresso AAA Sus­tain­able Qual­ity Pro­gramme and the lo­cal co­op­er­a­tive, to process their cof­fee beans in a sus­tain­able and best prac­tice way.

What are Ne­spresso’s cri­te­ria for pre­mium cof­fee? To en­sure best sus­tain­abil­ity and qual­ity prac­tices are picked up by farm­ers, agron­o­mists use what we call the Tool for As­sess­ment of Sus­tain­able Qual­ity, or TASQ. We de­vel­oped TASQ as the tool to im­ple­ment AAA with farm­ers who have the po­ten­tial cof­fee qual­ity we need. It works like this: First, we hold in­for­ma­tional work­shops dur­ing which farm­ers can regis­ter their in­ter­est. Next, an AAA rep­re­sen­ta­tive vis­its the farm and signs it up as a ‘can­di­date’.

Once signed on, a can­di­date farm has one year to for­mally en­rol in the pro­gramme. Upon en­rol­ment, an agron­o­mist vis­its the farmer to do an ini­tial as­sess­ment, map­ping the farm and its prac­tices. With this, the farmer gets to work on the Ne­spresso Core Mo­d­ule: a stan­dard com­prised of 39 cri­te­ria (13 on

qual­ity, 16 on sus­tain­abil­ity and 10 on pro­duc­tiv­ity). They have three years to com­ply with these cri­te­ria, three of which are pre­req­ui­sites, or zero tol­er­ance (child labour, forced labour and worker ha­rass­ment/ abuse). Farm­ers who want in must demon­strate their com­pli­ance with these and will­ing­ness to ad­dress is­sues where they are lack­ing.

Once they’ve com­plied with all 39 cri­te­ria, they move to ‘ad­vanced’ or ‘cer­ti­fied’ sta­tus. There are many more mod­ules farm­ers can choose to work on after­wards but, by fo­cus­ing on dif­fi­cult core prac­tices first, we’ve learned the rest be­comes eas­ier. At the end of the day, it’s about mak­ing it pos­si­ble and worth­while for farm­ers. Sig­nif­i­cantly, this jour­ney of con­tin­u­ous im­prove­ment is trav­elled to­gether with the agron­o­mist. We give farm­ers much sup­port through reg­u­lar vis­its, train­ings, field in­vest­ments where ap­pro­pri­ate and plan­ning.

How does Ne­spresso main­tain a steady sup­ply of pre­mium cof­fee? This is why we cre­ated the Ne­spresso AAA Sus­tain­able Qual­ity Pro­gramme: we wanted to help en­sure we can get the qual­ity of the cof­fee we were look­ing for, while im­prov­ing farm­ers’ liveli­hoods and in­creas­ing the up­take of sus­tain­able prac­tises.

Ne­spresso has a wide range of cof­fees. How does it de­cide what to of­fer con­sumers? At Ne­spresso, we are in di­rect con­tact with our con­sumers, and we try and un­der­stand their needs and wants when it comes to cof­fee. For ex­am­ple, as we know many cof­fee drinkers pre­fer their cof­fee with milk, we de­signed our first ever cof­fees specif­i­cally de­signed to be drunk with milk: the Barista Lim­ited Edi­tion. We also rely on our cof­fee ex­per­tise and our cof­fee teams who are con­stantly look­ing for new flavours, new aro­mas to bring to our cof­fee-lovers all around the world.

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