One of my earliest career adventures was discovering the awesomeness of Nescafe’s global influence on the coffee commodities market. With thousands of farmer relationships around the global, Nescafe truly had the ability to do real, sustainable good for both humans and environment.
I was so proud to be the designated marketer to bring Nescafe’s global plan to the US-market. This involved building an in-depth knowledge of our global supply chain, reach into coffee commodity markets, partnerships with third-party sustainability coalitions, connections with consumer sentiment, and, most importantly, our relationships with coffee farmers. Spending an incredible amount of time in foreign markets meeting these farmers, propelled new messaging and product innovation that brought new relevance to the Nescafe brand in the US.
P.S. This led to an increase in sustainable messaging across product, digital, social and print media. It also led to three new product platforms and a new partnership with Rainforest Alliance.