Nabob Coffee is trying to have a positive societal impact—one cup of coffee at a time—by producing its premium coffee with beans harvested using sustainable farming practices.
To support the company’s commitment to the environment and to respond to consumer demand, Nabob Coffee is now using coffee beans sourced from Rainforest Alliance-certified farms, said Dana Somerville, director of premium coffee for Kraft Canada.
“[Canadians are] starting to make changes in their daily routines, as it relates to environmental changes,” she said. “We think…[the certification] taps into consumer’s mindset and trends and focuses on social, economic and social responsibility.”
Though the premium coffee brand will continue to source its beans from Brazil and Colombia, said Somerville, the beans will only come from farms that meet a comprehensive set of criteria that promotes and guarantees improvements in agriculture and forestry:
• Environmental: protection of wildlife, conservation of natural resources, protection against deforestation and maintaining a variety of native plants to support the local ecosystem;
• Social: healthy work environment with access to medical care, education and decent housing for farmers and their families;
• Economic: earnings increase as a result of more efficient farm methods, allowing farmers to invest in improved infrastructure and provide better wages for workers.
Currently, 30% of Nabob’s beans are from Rainforest Alliance-certified farms, but Kraft wants 100% of its beans to be certified in the next two to three years, said Somerville.
The launch is being supported with print, online, sampling and point-of-sale materials, developed by DDB Canada. MediaVest handled the buy.
The coffee is also now available in can made of at least 50% recycled material and weighs 34% less than those before it, which is equivalent to taking 5,000 cars off the road each year, said Somerville. The can also boasts the Rainforest Alliance logo.
“For the over 25 million people who depend on growing coffee for their livelihood, this is great news,” said Rainforest Alliance president Tensie Whelan, in a release. “This commitment from Nabob Coffee will allow more coffee farmers, workers and their families to improve their standard of living and produce coffee in a sustainable manner.”
