Nespresso’s Sustainability

Initiatives
Ecolaboration™ Programme
Nespresso has launched Ecolaboration™, a consolidation of all of its sustainability efforts
in coffee, capsules, machines and across its entire operation into one concerted
programme. Within the Ecolaboration™ framework Nespresso has made the following
three commitments by 2013:
• To source 80% of its coffee from the Nespresso AAA Sustainable Quality™ Coffee
Program, including Rainforest Alliance certification of the farms;
• Nespresso will put systems in place to triple its capacity to recycle used capsules to
75%
• To reduce the carbon footprint of a cup of Nespresso by 20% taking into account the
whole operation from the farm to cup Nespresso pioneered the concept of portioned
coffee with the goal of providing the very highest quality coffees with maximum
convenience.
Cup of Excellence
• Hosted annually at local NISQ
• Invited to Grand Cru Co-op
• Gives farmers recognition
• Sources high quality supply
• Promotes local regions
Grand Cru Coop.
• Cooperative for the best of premium coffee
farmers
• Better coffee, better prices
• Reinvests in the community
Schools, Reforestation efforts, New Milling
Equipment
• Assures long-term supply of premium coffee
• Community Involvement
The Positive Cup
The Positive Cup reinforces the way the Nespresso model creates shared value. It
ensures our activities deliver economic value for the company, preserving the
environment for future generations while supporting social progress for all
stakeholders
• Ensure sustainable coffee sourcing, contributing to improve the livelihoods of
farmers and the resilience of their communities
• Unlock solutions for the circular use of aluminum with a focus on sourcing and
recycling
• Take actions on climate change mitigation and adaptation, improving our
environmental performance
• Engage everyone in our company, our partners and our consumers, in the benefits
of sustainable production and consumption
 Nespresso’s Crisis Management Plan
Application of Story Crafting Framework

Storyteller Content Censorship

• Address the video • The first response • Nespresso should
immediately after should be on create their brand
the meeting with • Social Media Facebook as the • Focus and personality as a • Do not delete hard
Solidar on Executive would highlight on the Sustainable Brand questions &
video was shared negative comments.
Nespresso’s official be the best option via that platform sustainability and connect with
Facebook Page to speak initiatives customers Instead,
acknowledge them
Platform & Social Brand and respond
Timing
Packaging Voice