The Nescafé Classic 2g sold in Cameroon will now be produced with Cameroonian coffee beans and filled locally at the Bonaberi factory.
The launch of this new product was hosted on Thursday 29th January under the guidance of the Minister of Mines, Industry and Technology Development, together with the Minister of Agriculture and Rural Development.
This initiative allows Nestlé Cameroon to be an important player in developing local communities. This is aligned with the governmental strategies for the development of the coffee industry, with the objective of having products with high added value.
“Beyond its impact on economic growth, the implementation of our project will create direct and indirect employment and will give more value to Cameroonian coffee production”, said Bruno OLIERHOEK, Country Administrator of Nestlé Cameroun.
In Cameroon, Nestlé has created 491 direct jobs and generated 2300 indirect ones. This new initiative has allowed the creation of 28 new jobs in our production chain. The coffee market is rapidly growing in our country, with approximately 720 Nescafé sellers spread across the country.
“Nestlé’s initiative is important not only for our industrial environment, but also for our local producers who will have access to a market. Moreover, the consumers will now be enjoying locally-produced coffee”, said Essimi Menye, Minister of Agriculture and Rural Development.
Nestlé is committed to creating value not only for its shareholders, but also for communities where it operates. This approach, called Creating Shared Value, is the company’s approach to business as a whole. « In the long term, healthy populations, healthy economies, and solid business performance are mutually reinforcing », said Bruno OLIERHOEK.
Being the leader in the soluble coffee segment and the first global buyer of green coffee, Nestlé wants not only to delight its consumers with the best quality product, but also make coffee farming a steady source of income for farmers.
In addition, Nescafé encourages local entrepreneurship through MYOWBU (My Own Business), a programme mainly supporting women entrepreneurship. Currently, 212 women operators are able to take care of their family through the direct sale of coffee to consumers.
