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NESCAFÉ amplifies sustainability efforts as it celebrates 85 years

NESCAFÉ amplifies sustainability efforts as it celebrates 85 years

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In honour of International Coffee Month, NESCAFÉ will be amplifying its commitment to sustainability with a new "NESCAFÉ Make Your World" campaign. The campaign aims to harness the coffee brand's 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.

Done in tandem with its 85th anniversary, the campaign aims to showcase NESCAFÉ’s responsible sourcing journey, which ensures that carefully selected, sustainably grown coffee beans from coffee-growing regions across the world, go into every cup of NESCAFÉ, it said in a statement.

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In line with its global direction, the brand will also be supporting Malaysian farmers during the transition to regenerative agriculture through the NESCAFÉ Grown Respectfully Programme (NGR). First launched in Kedah in 2019, the programme has uplifted the lives and livelihoods of local coffee farmers, according to NESCAFÉ.

“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," said Raef Labaki, business executive officer for Coffee at Nestlé (Malaysia) Berhad.

"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 NESCAFÉ, they are helping us get closer to realising our vision of a greener, more sustainable future for coffee,” he said.

Labaki added that NESCAFÉ has always committed to a green coffee supply chain. Beyond this, its efforts have also enabled it to create its first-Malaysian made NESCAFÉ Classic Kopi Kedah, made with Robusta coffee beans grown through the NGR programme.

He explained that the farmers that NESCAFÉ works with in local communities are critical to its 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,” he said.

Alongside the campaign, the coffee brand will also be releasing limited-edition collectible NESCAFÉ mugs. The mugs are adorned with colourful and diverse designs that pay tribute to Malaysia's rich cultural tapestry, as a symbol of unity in making the world a better place with each cup of NESCAFÉ.

This move comes in line with a slew of initiatives to celebrate International Coffee Month, such as Ascott’s “For The Love Of Coffee” programme. The programme will span coffee activations and collaborations across its Citadines properties in Singapore, Malaysia, Indonesia and the Philippines, to name a few.

The Singapore Citadines properties will also feature coffee-inspired paintings by coffee artist Vivian Lee that will engage guests in both a visual and aromatic sensorial experience for the celebrations.

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