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Sustainability

Artists join NESCAFÉ Classic First Pick celebration
December 2009

FILIPINO coffee farmers toil all-year round to give us the coffee that we enjoy everyday and it’s only but fitting to celebrate and honor them with a product that captures and celebrates the work that they do.

Ethnic music filled the air to stress the local color

Such is the testimonial of the artists who performed in the recent launch of the NESCAFÉ Classic First Pick at Market Market and Trinoma. NESCAFÉ Classic First Pick is a special limited edition coffee that NESCAFÉ introduced three years ago, and since then makes available every first quarter of the year after Filipino coffee farmers have harvested the coffee cherries of the first harvest season.

Jaya, Nyoy Volante, Paulo Contis and Sheryn Regis said they were all proud to be part of an event that celebrates Filipino coffee farmers.

Honoring Filipino coffee farmers

Belter Sheryn Regis also joined the celebrations

“I’m happy to know that we are using our own coffee for this product. And I’m happy that NESCAFÉ helps and honors these men and women,” said Jaya, who also said that she has always been a coffee drinker.

Nyoy added, “As soon as you realize it, you feel better.  It’s nice to know that the coffee you’re drinking everyday is not just the result of machinery, but comes from the hands of people who you may have probably met or seen at one time.”

Paulo echoed the two singers’ sentiments.  “I’m a coffee drinker, malakas ako uminom ng kape and it’s nice to know that by drinking coffee, you also help our farmers.  I’m very proud of their hard work,” he said.

Sheryn, for her part, observed that it’s great to have manufacturers like NESCAFÉ helps in the livelihood of thousands of coffee farmers.  “If there are no manufacturers like them, there might not be coffee farmers at all.”

Distinctly Filipino

Acoustic singer Nyoy Volante serenades the audience with all time hits

For the coffee farmer, the harvest is a reason to celebrate

NESCAFÉ Classic First Pick uses 100 percent Filipino coffee cherries.  It is in fact stamped with the Kape Isla seal, a guarantee that all the coffee cherries used in its production are sourced from Filipino coffee farming communities.

NESCAFÉ currently sources its coffee from around 100,000 Filipino coffee farmers and hundreds of thousands of workers who are in some way involved in the planting, harvesting, processing and trading of coffee.

“NESCAFÉ Classic First Pick is a product that is not only rich in symbolism, it is good coffee as well,” said NESCAFÉ marketing and promotions manager Eileen Rose Bangcoro.

She explained that first pick coffee cherries contain a distinct flavor and aroma that NESCAFÉ brings out trough its unique roasting process.

“But since the first pick can only happen once a year, NESCAFÉ Classic First Pick is made available for a limited time only,” Bangcoro added.

So if you want to enjoy good coffee that likewise seeks to honor the men and women behind the beverage that we get to enjoy everyday, get yourself a jar of NESCAFÉ Classic First  2009 Limited Edition now.

Coffee & Wellness