NESCAFE

Introduction: It’s deeply breathing in the delicious scent from your mug, let-up you into
another day. The dark, rich color. The “ahhh” moment of your first sip. For many people, coffee
transcends the level of average beverages to something much more meaningful

Summary
Coffee was first discovered in Northern Africa in an area we know today as Ethiopia. Coffee
berries were transported from Ethiopia to the Arabian Peninsula, and were first cultivated in
what today is the country of Yemen. From there, coffee traveled to Turkey, where coffee beans
were roasted for the first time over open fires. The roasted beans were then crushed and boiled in
water, creating a simple version of the beverage we enjoy today.

Coffee was declared the national drink of United States by the Continental Congress, in protest
of the excessive tax on tea levied by the British crown. Contribution in coffee was considered an
expression of freedom.
Today, half of all American adults start their day with a cup of coffee. And those with a sharp
taste choose a quick cup of NESCAFÉ, full with a rich, full-bodied flavor, a combination of
NESTLÉ and café. We first introduced NESCAFÉ in Switzerland on April 1, 1938.

According to research, 54 percent of adults in the United States enjoy coffee every day, and
another 25 percent drink it irregularly. Coffee’s effects help both the body and mind work better.
This is describing as under:

According to report by the National Coffee Association (2006)

“More and more people are recognizing the mental boost they’re getting from
coffee. Studies show it improves cognitive function, short-term memory and
concentration, so you’ll be able to understand and process new information
quickly”
 Coffee not only helps to improve mental performance, but it also help to improve
physical performance. In different review of studies on caffeine, researcher found that
caffeine improved physical performance by at least 10percent. Even small amounts of
caffeine proved beneficial to exercise, sometimes as little as 90 mg. (One cup of coffee
usually contains 50-120 mg.)

So whether you’re doing your duty, running a mile or just taking a break, coffee will be there to
help you along.
Foods vast Nestlé has recalled about 250,000 jars of coffee after a customer found metal
shavings in one of them the problem affects 100-gram jars of Nescafé Original with a £1.89 price
label on the lid.

According to the National Coffee Association (National coffee drinking trends 2006) [who
can drink coffee]

“Many people who limit the amount of coffee they drink do so out of concern about their
caffeine intake. Fortunately, you can switch to decaf and get the same antioxidants,
relaxation and other great-tasting perks that come with a great cup of coffee.”

Nestlé said the shavings had since been found in a small number of other jars of Nescafé coffee
so an entire day's production had been recalled. The affected jars of Nescafé are marked with a
best before date of 01.2003 and the production code 1025.

A spokeswoman for Nestlé said that although the company believed the problem was confined to
a few jars, the entire batch was being recalled.

“Customers with the affected jars were advised to dispose of the product carefully and
claim a refund by sending labels with the relevant best before date and code to Nescafé
100g Original Recall, PO Box 205, York, YO91 1XY. “BBC NEWS (Wednesday, 25 April,
2001, 12:49 GMT 13:49 UK)

New Nescafe ice java coffee syrup from nestle delivers coffee house taste and quality without
the lines, attitude, or the price, according to PRNewswire. This summer, consumers can cool
down and enjoy the refreshing taste of iced coffee anytime,anywhere.with a per serving price of
$0.45,consumers can enjoy up to 20 servings of Nescafe ice java for a suggested retail price of
$3.49,nearly the price of one coffee house ice coffee

As said by Amanda Steele, marketing manager Nescafe nestle USA (june6 2009):

“Having Nescafe ice java on hand means you can enjoy the great taste of coffee house iced
coffee on the spur of the moment and without the inconvenience and expense of making a
coffee house run”

Nescafe ice java chill out lounge is the tour will include two refurbished1967 travel trailers;
Complete with a coffee house lounge atmosphere where all are welcome to sit back, chill out and
enjoy a refreshing Nescafe ice java.it is available in three flavors:

1. Chocolate mocha
2. Coffee cooler
3. French vanilla café

Nescafe also support the in indigenous coffee farmers, its support to Bukidnon farmers by gifting
them with superior coffee planting materials and free training and support on coffee growing. It’s
also provide free coffee farming training to three representatives of each tribe at the Nestle
Experimental and Development Farm (NEDF) in Tagum City. After the training, Nestle
agronomists will also do actual visitations to ensure that techniques learned are properly applied
in their respective farms.

Our main objective is to empower our local coffee farmers to become self-sufficient,
According to Edith de Leon. (Agriculture business week july10 2009)
“We would want them to share techniques in decision making on how to increase their
productivity as well as the quality of the coffee they produce. In the future, because of these
empowered farmers, the Philippines can become self-sufficient in coffee.”
Nescafe, through its efforts in promoting the local coffee farming industry, not only delivers
good quality coffee, but also is a socially responsible brand

One such group is Green Minds Inc., a development NGO which does organic farming training
and farm development help with focus on the local people and farmers across the country.
Green Minds, led by horticulturist Datu Gil Lomarda, -built a 220-square meter coffee nursery in
Malitbog, North Bukidnon last June: He did it with the help of 18 tribesmen who completed a
coffee training course in NEDF. Today, local farmers in the area await the production of its first
seed
Nestle is launching a £43m marketing campaign to support Nescafe, the largest spend in
the brand's 70-year historys. (Gemma Charles marketingmagzine september2009)
It will introduce the strap line, ‘Coffee at its Brightest', in a bid to address ‘misconceptions' about
the quality of instant coffee.

To coincide with the campaign's launch, the company is also rolling out a new sub-brand called
Nescafe Green Blend. Nestle claims it will be the first coffee brand to combine green coffee
beans and rich roasted coffee The campaign, which starts this week, will span TV and multimedia
.and aims to raise its profile among 18 to 30-year-olds. It is expected to run until the end of 2010.

Conclusion
Coffee is the second largest commodity in the world, but at NESCAFÉ, we believe that quality is
far more important than quantity. After all, a cup of coffee is only as good as its taste. Flavor,
aroma and body wedded together in perfect agreement to create a deeply satisfying experience.
Achieving this delicate balance is as complex and as rich as the flavor in your cup.