Nespresso expands into Colombian market
By Kathryn Chiu, The China Post
May 13, 2014, 12:13 am TWN
TAIPEI, Taiwan -- A Nestle Nespresso executive recently announced the company's opening of commercial operations in Colombia, saying that Nespresso coffees, machines and accessories will be available to Colombian consumers this fall.
Jean-Marc Duvoisin, chief executive officer (CEO) of Nestle Nespresso SA added that the company will open a Nespresso boutique in Bogota, offering consumers a unique brand experience designed to meet their individual needs and preferences.
Nespresso machines will also be available for sale at exclusive retail partners in Bogota. In addition, consumers will be able to purchase their favorite Grand Cru coffees and machines through the Nespresso Club online and through the company's exclusive customer service hotline.
“The launch of Nespresso in the Colombian market symbolizes our confidence in the Colombian economy and the potential that we believe exists within the Colombian coffee market,”said Duvoisin. “Colombia is a country where coffee holds a very special place and we're very excited for Colombian consumers to discover the highest quality Nespresso Grand Cru coffees.”
While 95 percent of Colombian adults drink coffee and approximately 75 percent of coffee is consumed at home, the specialty coffee market is also demonstrating strong growth. “We believe that the potential for the Nespresso premium portioned coffee offering in Colombia is significant,” added Duvoisin.
Ten years ago, Colombia was one of the first countries to join the Nespresso AAA Sustainable Quality Program. The program, created in collaboration with the non-government organization (NGO) the Rainforest Alliance, is a unique partnership between farmers, the Colombian Coffee Growers' Federation, coffee suppliers and NGOs in Colombia to produce the highest quality coffee while protecting the natural environment and improving the lives of coffee farmers and their families.
Today, the company purchases Colombian coffee from over 40,000 farmers who are part of the AAA Program, up from 1,200 farmers in 2006. It has increased the amount of Colombian coffee purchased from the program eightfold since 2006. Colombian farmers represent about 65 percent of all AAA farmers from eight different countries.