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Sustainability
NESCAFÉ CLASSIC FIRST PICK: A tribute to Filipino coffee farmers
March 2009
RECOGNIZING the hard work of Filipino coffee farmers, NESCAFÉ has come up with a product that pays tribute to them— NESCAFÉ CLASSIC FIRST PICK.
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“This is our way of honoring Filipino coffee farmers. Whatever success that NESCAFE enjoys today, we owe in large part to the men and women involved in the planting, harvesting and processing of coffee,” says Bruno Olierhoek, Coffee Business Unit manager of Nestle Philippines, Inc., the makers of NESCAFÉ.
CLASSIC FIRST PICK, which is now available in leading supermarkets nationwide, uses coffee cherries handpicked by Filipino coffee farmers during the initial harvesting period.
Distinct and flavorful cup of coffee
“Through our partnership with Filipino coffee farmers, we learned that the coffee cherries harvested during the beginning of the harvesting season coupled with a special roasting process, can produce a distinct and flavorful cup of coffee,” reveals Olierhoek.
NESCAFÉ CLASSIC FIRST PICK is also a coffee that is distinctly and proudly Filipino. All the coffee cherries used in its production came from coffee farmers across the country. In fact, NESCAFÉ CLASSIC FIRST PICK has been stamped with the Kape Isla seal—a guarantee that it is made from 100% Philippine coffee.
Celebrating the first harvest
Apart from honoring the hard work of Filipino coffee farmers, NESCAFÉ CLASSIC FIRST PICK is a product that likewise takes part in an annual celebration observed across the globe--the welcoming of the first harvest.
From Asia to Europe, the first pick of any crop or produce is greeted by different cultures with reverence and exaltation. They see it as an event that honors their hard work and likewise ushers in a bountiful harvest for the entire year.
“In Beaujolais, France, they have the Beaujolais noveau wines, which make use of the grapes harvested in Autumn. The wines containing these harvested grapes are then made available to the public. Here in the Philippines, we have NESCAFÉ CLASSIC FIRST PICK, which uses coffee cherries from the first harvest of the season,” Olierhoek says.
And as the first harvest only happens once a year, NESCAFÉ CLASSIC FIRST PICK too, is only made available for a limited time.
“We are happy to report, though, that since it was first introduced in 2006, NESCAFÉ CLASSIC FIRST PICK has gained its share of loyal followers who eagerly look forward to its launch every January of each year. And the really good thing about it is that coffee lovers not only enjoy a product that is truly distinct, but they also appreciate the fact that it is a product that honors Filipino coffee farmers.” Olierhoek concludes.
And since NESCAFE CLASSIC FIRST PICK is available for a limited time only, why not go to your nearest supermarket now and enjoy the distinct flavor and aroma of this very special coffee? |
