In a media roundtable event held at the Desert Palm hotel today, Nespresso Middle East Africa and Caribbean celebrated the introduction of Dhjana, the first limited edition coffee sourced entirely from its AAA Sustainable Quality Program. This is a major milestone for Nespresso, the pioneers of premium portioned coffee and one of Nestlé’s fastest growing billionaire brands which is committed to a goal of sourcing 80% of its coffee from the AAA program by 2013.
Nespresso launched the AAA Sustainable Quality Program in 2003 in collaboration with Rainforest Alliance to help protect the future of the world’s highest quality coffees and secure the livelihoods of the farmers that grow them. Currently the company works with over 40,000 small hold farmers in Central America, Africa and beyond, providing training, technical assistance and community development programs to encourage sustainable coffee development practices and paying a premium to farmers involved in the program.
“We are very excited about the launch of Dhjana as it marks a major milestone in building the AAA Sustainable Quality Program. The AAA program is based around the pillars of quality, sustainability and productivity. The economics of the coffee industry are complex and small holding farms are often not well placed to participate. Many factors, including processing, can have a negative effect on the value of their crop by reducing its quality and hence their market earnings. Through the AAA Sustainable Quality Program, Nespresso is committed to long term partnership with these farmers, working with them to improve the quality and yield of their crops, enabling them to earn around 30 to 40% above the average coffee price,” commented Jean-Marc Dragoli, Market Director Nespresso Middle East Africa and Caribbean.
In addition to its permanent range of Grand Cru coffees, Nespresso introduces two extraordinary and rare Grands Crus for a limited period each year. The latest Limited Edition Dhjana, a rich, complex and multi-faceted coffee, is a blend that allows our Club Members to savour a unique coffee entirely sourced from the Nespresso AAA Sustainable Quality Program. Both intense and balanced, Dhjana harmoniously reveals the aromatic character of each of its four constituent origins. From the luminous hills of Mogiana in Brazil, it takes its balance and intensity from the region’s finest Arabicas. The Arabicas grown at the heart of the luxuriant tropical forests of Costa Rica gives it a velvety texture with subtle milky notes, while its refreshingly fruity notes arise from the naturally misty skies of the Colombian Andes. From the heart of the undergrowth sheltered by tall trees, Indian Robusta brings to it full body and power, nuanced by a fine bitterness
Creating the highest quality Grand Cru coffees is one of the key growth drivers which form the base of highly successful Nespresso business model, earning around CHF 3 billion in global sales in 2010, present in over 220 boutiques across 150 cities in 40 countries including 9 boutiques in the Middle East region. The limited edition Dhjana is available from Nespresso boutiques across the region now, through our website and by telephone to our customer care centers.