Nestlé to build Nescafé Coffee Centre in China
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Nestlé S.A. /
Nestlé to build Nescafé Coffee Centre in China
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Nestlé is helping to accelerate the development of China's coffee industry with
the construction of new facilities that will provide farmers with training in
improved growing techniques, at the same time as promoting the beverage to more
consumers.
The company has signed a memorandum of understanding with the local government
in Pu'er, Yunnan province, agreeing to invest in a Nescafé Coffee Centre in the
region that will include a coffee farming institute and a 'consumer experience
centre'.
The institute, which will be the largest of its kind in China, will provide
training to 5,000 farmers, agronomists, and coffee business professionals every
year.
The experience centre will be used to raise the profile of coffee grown in
Yunnan province among consumers from China and the rest of the world.
The site will also provide much-needed infrastructure to support rapidly
expanding coffee production in the region. It will offer modern warehousing
facilities and a quality testing laboratory that will help to set local
benchmarks against international standards.
Marking 25 years
"We have worked with farmers and the local authorities in Yunnan province for
25 years to develop the region into a world-class coffee growing district," said
Heiko Schipper, Managing Director of Nestlé's Food and Beverage Division in the
Greater China region.
"Over that time, our agronomists have provided more than 8,500 farmers with free
agricultural assistance and training in improved growing techniques.
"This new centre is a continuation of our long-term investment in the future of
coffee production and consumption in China," he added.
Promoting coffee
The Nescafé Coffee Centre in Pu'er will give consumers the opportunity to learn
about the origins of coffee growing in the region and to sample different
blends.
It is a continuation of Nestlé's efforts to promote coffee to Chinese consumers.
In 2012 the company launched a new version of its Nescafé 1+2 Original instant
coffee, based on extensive research that found Chinese consumers now expect a
richer, more aromatic taste with more balanced, milky flavours.
"People in China originally began drinking coffee simply as a 'pick-me-up'," Mr
Schipper continued. "Today, more and more Chinese consumers are regarding coffee
as a social drink.
"They are increasingly taking time to savour the experience of drinking it in
and out of home."
Long-term partnership
Nestlé efforts to help farmers successfully grow coffee in Yunnan province were
recognised with a World Business and Development Award last year.
The company has set up buying stations to procure coffee directly from farmers,
helping them obtain better prices and a steady income. In turn, this has helped
Nestlé obtain a regular supply of quality coffee.
In 2011, the company extended its support for local farmers in Yunnan with the
introduction of the Nescafé Plan. The ten-year, worldwide, CHF 350 million
initiative brings together Nestlé's commitments on coffee farming, production,
supply and consumption.
It will see the company double the amount of coffee it buys directly from
farmers and their associations by 2015.
Nestlé purchased 10,500 tonnes of coffee during the last season in Yunnan
province, or about 20% of the region's total crop. The company's coffee buying
programme directly supports the livelihoods of up to 20,000 people.
In total, Nestlé's commitment to developing coffee growing in the region has a
positive impact on the livelihoods of about 80,000 members of the wider farming
community.
Latest investments
Nestlé announced its investment in Yunnan province just two days after it said
it would continue with the second phase of its five-year, 500 million Yuan (more
than CHF 70 million) investment in its ice-cream business in China.
The company completed the first phase of the investment last year with the
installation of new equipment at its ice cream cones factory in Guangzhou
province.
This will increase production capacity to over two million per day, making the
factory Nestlé's largest ice cream cone manufacturing facility in the world.
Related information:
Nestlé China www.nestle.com.cn/
Read more stories about Nestlé in China:
Nestlé awarded for efforts to help farmers grow coffee in China
www.nestle.com/Media/NewsAndFeatures/Yunnan-award-China
Nestlé leads dairy development in China with new training institute
www.nestle.com/Media/NewsAndFeatures/Shaungcheng-milk
Nestlé strengthens research and development capability in China
www.nestle.com/Media/NewsAndFeatures/Nestl%C3%A9-strengthens-research-and-
development-capability-in-China
Media enquiries
Tel: +41 21 924 2200
Email: mediarelations(at)nestle.com
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Source: Nestlé S.A. via Thomson Reuters ONE
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Datum: 02.04.2013 - 11:21 Uhr
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News-ID 244859
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