Tell us about the Good People Deserve Coffee campaign. What is the concept?
In 2020, we created ’Good People Deserve Good Coffee’ which his embodied by the following narrative: reward the good people who keep our nation going with a good cup of coffee, made with respect. When it comes to valuing staff and customers, it is often the little things that can make a big difference to their day – like a decent cup of coffee from a brand they know and love.
This master brand OOH narrative was developed to position the NESCAFÉ brand in a more independent, engaging and compelling way to connect with our audiences. It is a brand narrative that helps us to communicate that NESCAFÉ is a workplace beverage essential, highlighting the range of excellent benefits that stocking NESCAFÉ in wholesale for workplace decision makers to purchase can provide at every stage of the sales journey.
Through Good People Deserve Good Coffee we also support brand partnerships that we believe embody this narrative, such as NESCAFÉ Original being a proud official sponsor of Macmillan Cancer Support’s Coffee Morning. Nestlé Professional sought to bring workforces together and encourage as many teams as possible to host their own Macmillan Coffee Morning with NESCAFÉ Original in September. As a result of the total money raised by NESCAFÉ Original and Nestlé Professional, over 10,000 hours of Macmillan nurses can now be funded to offer vital support to those with cancer1.
How can wholesalers do more to promote the role of coffee in the workplace?
We know that 70 percent2 of employees agree that they feel more valued in workplaces where there is a good quality coffee offering, and in turn 68 percent2 of employers agree that they provide coffee for staff and customer wellbeing and happiness. The value of good coffee in the workplace cannot be underestimated, providing wholesalers with an impactful story to tell their customers as part of their sales journey.
Hot beverages are a powerful facilitator of planned and unplanned interactions in the workplace. For many, they are the social glue in the office, bringing people together to create and innovate while being a far easier and more cost-effective way of promoting both individual focus and collaboration between the right parties in the workplace.
In response to this insight and understanding, we developed the Smart Coffee campaign which helps businesses engage staff in the workplace for the benefit of productivity, highlighting the role that coffee can play in this journey. Our Smart Coffee insight hub has a wealth of information on how workplace productivity can be facilitated, and how hot beverages, including coffee, can play its part.
What are the challenges faced in creating that ideal work atmosphere?
Challenges associated with physical space can be an issue for many organisations. For example, in large spaces and organisations, and equally some much smaller ones, it’s often logistically impossible to plan seating around every single need for teams and individuals to interact.
Productive team working requires a solution that can promote the right cross-pollination between each team, and foster repeat interactions. But as team locations are often an afterthought in office design, teams that would benefit from working together are frequently seated away from one another, sometimes even floors apart. That said, many workspaces moved to an open-plan format in recent years to increase the opportunity to collaborate, but this set up has shown to have a more detrimental impact on concentration, innovation and collaboration, with only 10% of office communication occurring between employees with desks 500 metres apart3. It is a careful balance.
Distractions can also be a challenge, especially as people settle into a hybrid model of working, with 71 percent4 reporting frequent interruptions in the workplace. Employees need to be provided with the time, space and environment to settle into tasks that require committed concentration, and it is important that this ‘flow’ is not broken. Breaks are instrumental to facilitating this ‘flow’, and hot beverage stations can be used to stage ‘strategic interventions’, rather than ‘unplanned interruptions’ to optimise outputs and avoid a setback in flow-state productivity.
The Smart Coffee hub and Smart Thinking On Productivity Playbook are insightful resource to help managers make the most of their workplace for the benefit of their team members.
Why should wholesalers stock NESCAFÉ products?
We have been making great coffee since 1938, when the NESCAFÉ brand was born, and today, NESCAFÉ is enjoyed in over 180 countries and has become the world’s favourite coffee5.
The NESCAFÉ name makes people feel at home wherever they are. Consistently high quality and roasted to perfection, with a choice to suit every taste. NESCAFÉ Original has a full and bold flavour. NESCAFÉ Gold Blend has a rich aroma and a smooth taste to savour. NESCAFÉ Azera is designed for those curious to try new coffee experiences – perhaps unsurprisingly, over 5,500 cups of NESCAFÉ coffee are drunk every second5.
What has NESCAFÉ done to reduce energy consumption and emissions?
Nestlé UK and Ireland has been working to reduce operational greenhouse gas emissions for over a decade and has achieved a 61% reduction per tonne of product since 2007 as a result of a combination of energy efficiency improvements and the transition to renewable energy.
In 2016, Nestlé UK and Ireland factories and offices transitioned to 100% renewable grid-supplied electricity by investing in the development of new wind power capacity. The company has also invested in renewable technologies to generate its own green energy, such as solar panels, hydropower, anaerobic digestion and biomass.
In addition to the work that Nestlé UK and Ireland is doing to reduce its energy consumption and emissions, Nestlé has plans at a global level to reduce its impact on our planet, too.
• Nestlé plans to achieve its net zero ambition by 20506. It has an extensive plan that sits behind this ambition and involves educating growers, supporting the supply chain and scaling up to name just a few.
• Nestlé is already working with over 500,000 farmers and 150,000 suppliers globally to support them in implementing regenerative agriculture practices. Such practices improve soil health and maintain and restore diverse ecosystems. In return, Nestlé purchases farmers’ goods at a premium, buying bigger quantities and co-investing in necessary capital expenditures. Nestlé expects to source over 14 million tons of its ingredients through regenerative agriculture by 2030, boosting demand for such goods7.
• Nestlé is also scaling up its reforestation programme to plant 20 million trees every year for the next 10 years in the areas where it sources ingredients. More trees mean more shade for crops, more carbon removed from the atmosphere, higher yields and improved biodiversity and soil health. The company’s primary supply chains of key commodities, like palm oil and soy, will be deforestation-free by 2022. Through efforts like these, Nestlé is building longer term partnerships and providing farming communities with greater certainty and improved livelihoods7.
• In its operations, Nestlé expects to complete the transition of its 800 sites in the 187 countries where it operates to 100% renewable electricity within the next five years. The company is switching its global fleet of vehicles to lower emission options and will reduce and offset business travel by 2022. It is also implementing water protection and regeneration measures and tackling food waste in its operations7.
• Within its product portfolio, Nestlé is continuously expanding its offering of plant-based food and beverages and is increasing the number of ‘carbon neutral’ brands it offers to give consumers the opportunity to contribute to the fight against climate change.
How does NESCAFÉ ensure its products are responsibly sourced?
The key elements are supply chain transparency and traceability, and an independent and credible third-party process to check that the right social and environmental conditions are in place. We work with partners to monitor and track where our coffee comes from and work directly with our suppliers and farmers to improve sourcing practices.
The Plan has several components and responsible sourcing is just one element of it. Through the Responsible Sourcing Programme, we want to ensure that farmers are following a set of practices and behaviours which are in line with our business principles and ethics. In addition, our coffee is responsibly sourced and certified through established and internationally recognised partners: 4C, Rainforest Alliance and UTZ, and our milk is responsibly sourced through our Milk Plan8 which is a partnership with First Milk, the UK’s largest farmer owned Dairy Cooperative.