Nespresso to Enter Colombian Market
Nespresso is to start commercial operations in Colombia for the first time, commencing later this year. Colombia is the most important source of green coffee for Nespresso – Colombian coffee can be found in 80% of Nespresso Grands Crus.
“Colombia is a country where coffee holds a very special place and we’re very excited that Colombian consumers will be able to discover the highest quality Nespresso Grand Cru coffees,” says Jean-Marc Duvoisin, CEO of Nestlé Nespresso.
Nespresso products will be available in Colombia from autumn 2014. The brand will also open a Nespresso boutique in Bogota, allowing customers to benefit from face-to-face service and expert advice in addition to the online and phone service it offers.
Consumers will still be able to purchase Nespresso coffees and machines through the Nespresso Club website, and via an exclusive customer service hotline.
Colombia was amongst the first nations to join the Nespresso AAA Sustainable Quality Program. The AAA Program, which was launched 10 years ago, is a partnership with farmers, coffee suppliers, the Colombian Coffee Growers’ Federation and NGOs in Colombia.
There are currently over 40,000 farmers in Colombia from whom Nespresso sources coffee on the AAA Program, up from 1,200 farmers in 2006.
By developing long-term relationships with Colombian coffee farmers through the AAA Program, Nespresso seeks to continue improving living and farming conditions amongst coffee growing communities. Through the AAA Program, Nespresso ensures that the quality of its coffee remains high while the environment and the wellbeing of coffee farmers are protected.
