No 30

Nespresso, Starbucks & Suntory Launch Regional Coffee Editions

April, 2014

OUR PARTNERS

Nespresso, Starbucks & Suntory Launch Regional Coffee Editions

Important companies have included in their product portfolio different presentations of coffee coming from specific Colombian regions, confirming the trend of bringing consumers closer to the origin of products.

Photo: Starbucks web site.

Café de Colombia’s regional Denominations of Origin win increasingly more room in the global market.

The multinational Nespresso, for example, has just launched to the market two new capsules of its most sophisticated line, “Terroirs”, with regional origins from Cauca and Santander. Starbucks has just re-launched its “Colombia Nariño” origin. And Suntory, the second largest beverage company in Japan, markets its flagship brand BOSS, a canned coffee ready to drink with beans from the Coffee Cultural Landscape (CCL).

The launch of these products confirms the interest of important players in the industry in developing the concept of connection with the origin, encouraged by Café de Colombia through regional Denominations of Origin since 2007 to diversify and increase opportunities of differentiation and positioning within the premium segment of the coffee category.

Nespresso AAA, 10 years in Colombia

The Switzerland-based multinational Nespresso made official the launch of its two new capsules with specialty coffees from Cauca and Santander within the framework of the 10th anniversary of the AAA Sustainable Quality Program in Colombia.

The launch of the limited edition “Colombian Terroirs” with capsules of Cauca and Santander also confirms the trend of bringing the consumer closer to the origin, where Café de Colombia outstands for quality, differentiation and added value. Nespresso presents Cauca specialty coffee as aromatic, with fruity-winey notes and a fine acidity, while Santander is presented as a balanced, round coffee with hints of toasted bread and caramel notes.

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Photo: Nespresso web site.

The Nespresso AAA Sustainable Quality program, one of the most successful and comprehensive of its kind, has been the core of the relationship between the Swiss firm and Colombian coffee growers.

The Nespresso AAA program directly benefits more than 40,000 farmers in the Antioquia, Caldas, Cauca, Cundinamarca, Huila, Nariño and Santander departments. More than 65% of producers participating globally in the Nespresso AAA program are in Colombia.

“Our program requires permanent and consistent access to the best coffee. Colombia produces coffee of the highest quality, has the model and local partners we need to move forward,” Nestlé-Nespresso CEO Jean-Marc Duvoisin acknowledged.

Starbucks re-launches ‘Colombia Nariño’

Aware of importance of unique origins and differentiation, Starbucks has just re-launched to the market its “Colombia Nariño” reference, with coffee coming from this region of exceptional climatic and soil characteristics (volcanic soil has a high percentage of organic material), allowing slow growth of coffee beans at high altitudes.

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Photo: Starbucks web site.

The company describes “Colombia Nariño” as an approachable, complex, medium-bodied coffee with a juicy acidity, herbal notes and a walnut-like taste, what makes it a favorite of coffee aficionados.

Suntory makes visible the CCL in Japan

Inclusion of the Coffee Cultural Landscape (CCL) in UNESCO’s World Heritage List in 2011, together with Café de Colombia’s efforts to increase its differentiated offer through diverse regional origins, has also attracted attention of important industry players such as Suntory.

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The second largest beverage company in Japan markets “Boss Colombia”, a canned coffee drink with beans from the CCL, which is distributed through vending machines and convenience stores, open 24 hours.


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