Tuesday, August 31, 2010

Nestlé invests CHF 500 million in coffee projects, doubling direct purchases

Vevey, 27 August 2010 - Nestlé today launched the Nescafé Plan in Mexico City, bringing under one umbrella Nestlé’s commitments on coffee farming, production and consumption. The Nescafé Plan contains a set of objectives which will help Nestlé further optimize its coffee supply chain. In addition to the CHF 200 million invested over the past ten years, Nestlé will invest CHF 500 million in coffee projects by 2020. This includes an investment of CHF 350 million for the Nescafé Plan and CHF 150 million for Nespresso. The Rainforest Alliance, an international non-governmental organization, will support Nestlé together with other partners of the Sustainable Agriculture Network (SAN) and the coffee association, 4C, in meeting the Nescafé Plan objectives related to farming.

Over the next five years, Nestlé will double the amount of Nescafé coffee bought directly from farmers and their associations, eventually purchasing 180,000 tonnes of coffee from around 170,000 farmers every year. With the support of the Rainforest Alliance and the 4C Association, all directly purchased green coffee will meet the internationally-recognized 4C sustainability standards by 2015. In addition, 90,000 tonnes of Nescafé coffee will be sourced according to the Rainforest Alliance and Sustainable Agriculture Network (SAN) principles by 2020.

Under the Nescafé Plan, Nestlé will distribute 220 million high-yield, disease-resistant coffee plantlets to farmers by 2020. This helps farmers to rejuvenate their plantations, thus multiplying the yield on existing land and increasing farmers’ income. Through partnerships with public and private institutions in a number of countries, including Mexico, Thailand, the Philippines and Indonesia, Nestlé has already distributed over 16 million coffee plantlets over the past ten years. Nestlé is also expanding its technical assistance programmes, in which Nestlé agronomists provide advice on farming and post-harvest practices, to over 10,000 coffee farmers a year. The Nescafé Plan comes on top of the Cocoa Plan, launched in October 2009, a CHF 110 million investment to improve the quality of cocoa which includes the distribution of 12 million high-yield, disease-resistant cocoa plantlets by 2020.

Nestlé CEO Paul Bulcke said: “We are proud that Nescafé, the world’s leading coffee brand, gives its name to this global initiative which creates value across the coffee supply chain, from farmers to consumers to us. Creating Shared Value is an integral part of our business strategy. For a company to be successful in the long term, it needs to create value at the same time for its shareholders and the communities in which it operates.” Tensie Whelan, President of the Rainforest Alliance, added: “The Nescafé Plan is about looking ahead, to the future of coffee farming. We see this collaboration as an exciting opportunity to bring sustainability tools to thousands of farmers, including many who have not had the benefit of training and technical assistance.”

The webcast of the press conference is available live and on-demand on www.nestle.com/events. Please visit http://www.nestle.com/ for more details.

Monday, August 9, 2010


I’m glad that ad agency McCann Erickson recently launched a second version of Nestle’s Coffeemate television commercial with the young married couple having an afternoon snack.

This time, it’s the husband doing the same nonverbal communication to his wife, signaling his approval of sticking to coffee with Coffeemate instead of the rich merienda choices on the table.

Of course, the first frames highlighted the husband’s "coughing out" his disapproval of his wife’s starting on totally calorific snack options. Many term this an "ehem," a subtle attempt of calling someone’s attention.

I especially like the apparent readiness of the wife whose attention is being called to modify her actions, even if her palate vehemently disagrees.

Before this new second version appeared on TV last week, a number of my friends articulated their husbands’ feeling that the husband in the first commercial seemed overly cowed by the wife to acquiescence.

Precisely because the creative device was to communicate the classic goodness of Coffeemate without having to utter a word, what first tumbled out was the unspoken "Makuha ka sa tingin!" (You better know what’s good for you just by looking at me!). Ooops, dangerously offensive to the male ego, if you ask me.

Then, last week, we all interpreted that it was apparently part of McCann’s strategy of husband and wife’s intimate perfect communication without the need for words. It was great that we now have two versions, where wife and husband alternate with sender-of-message roles. It would be good to regularly bicycle the two versions. That’s a great Nestlé strategy of appropriate marital wellness, you might say.

Director Lyle Sacris of production house Abracadabra and Director Henry Frejas of Filmex must themselves be used to employing nonverbal communication in their own life scenarios, considering their hectic lifestyles. It’s generally more difficult to send a message without the use of words and I must congratulate the two directors for good timing and pacing, and catching the precise facial expressions of both the sender of the message and the receiver of the message.

In real life though, let’s enrich one another’s lives with grabbing and maximizing every opportunity for great loving communication. It’s amazing how we can heal hurts or revive and enliven an otherwise drab day for family and friends. "It is the vitality of faith that tells us that the place of communicating, for loving, for sheltering, for trying, is right where we are."

Hot cups of coffee and Coffeemate are indeed beautiful companions for extended stimulating conversations specially during these days of pouring rains.

Credits. Client-company, Nestlé Philippines: Sandra Puno, director for communications; Eugene David, business executive manager; Joey Quimbo and Pyrus de la Cruz, CMM. Advertising agency, McCann Erickson: Dadi Santos, deputy executive creative director; J.C. Javellana, associate creative director; Arjun Almonte, art director; Cecile Gabutina-Velez, client service director; Laura Dorotheo, group account director; Coco Carreon, account director; Benny Songco, account manager. Production house, Filmex (first version, breakfast): Henry Frejas, director; Ric Galing, assistant director; Dindo Martinez, DOP; Omar Mendoza, production design; Toti Treichler, editor; Liza Apuyan, production manager; Mila Tanteco, executive producer. Abracadabra (second version, merienda): Lyle Sacris, director; Larry Manda, DOP; Adelina Leung, production design; Christine Blando, assistant director; Lisa Apuyan, production manager; Cris Dy-Liacco, producer; Alec Humphries, assistant producer.

Source: Ads And Ends by Nanette Franco-Diyco, BusinessWorld
E-mail the author at nanettediyco@yahoo.com


Friday, August 6, 2010

Nestle Philippines Teaser: Nestle Fruit Selection Yogurt "Yogurt With Jelly Teaser"


Check out more Nestle Philippines videos and TV Commercials at the Nestle Philippines YouTube Channel at http://www.youtube.com/nestleph

Nestle Philippines Audio Visual Presentation: Nestle M.I.L.E.

Nestle Management Immersion for Leadership Excellence (M.I.L.E.)

Grace De Castro -- Course Director, MILE 2009 and 2010

What is Nestle MILE?

"MILE is the Management Immersion for Leadership Excellence program. This year is the second year that we are running the MILE program. It's 4 days in business school meets what we like calling Creating Shared Value, which is really the Nestle difference, what makes us unique as an organization."

What to expect from the Nestle MILE program?

"It's pretty much 4 days of sessions, talks, a lot of fun activities. Along with student leaders, you'll have senior executives. So, you'll have a whole range of people that you'll be working with. Really just to expose you to how the #1 Nutrition, Health and Wellness company does business."

How different is Nestle MILE 2010 from the pioneer run?

"We're definitely bigger now. We are going nationwide. Last year, we concentrated on Manila. It's been very successful. So, we're looking at sharing the joy! Sharing the happiness with all our student leaders in Visayas and Mindanao."

What can the MILEEs expect?

"Ah MILEEs, that's what we call our MILE folks: the MILE Elite. What can they expect for 2010? In October, it would be more food! Definitely more freebies! More activities! A lot of interaction with the mentors and a lot of learning from each other. So, a lot of time with other student leaders and Nestle leaders as well."

Who is Nestle looking for?

"Who is Nestle looking for? People like you! So that would be student leaders who do well in school; Good academics; Strong leadership potential; People who want to experience something different and who want to see how we do business."

Message to potential Nestle MILEEs 2010

"Good luck! I hope to welcome the new batch of MILEEs, the bigger, better, bolder in 2010. That should be very fun and very interesting. So, I'll see you in October!"

MILEEs 2009

CMTs Batch 2010

"Hi, we're batch 2009, the first batch of MILEEs ever. See the Nestle Difference! Join our race to excellence!"

To learn more, visit us at www.nestle.com.ph/corpsite/careers/MILE

Apply now!

Check out more Nestle Philippines videos and TV Commercials at the Nestle Philippines YouTube Channel at http://www.youtube.com/nestleph

Nestle Philippines TV Commercial: Nestle Fruit Selection Yogurt "Stars DSLR Camera"


Check out more Nestle Philippines TV Commercials at the Nestle Philippines YouTube Channel at http://www.youtube.com/nestleph

Thursday, August 5, 2010

Nestle Philippines TV Segment: Unang Hirit "Business On Wheels"


Business on Wheels
Unang Hirit
Airing date: Dec 22, 2009

VO: Likas na sa ating mga Pinoy ang pagiging masipag. Mapaanong trabaho o negosyo, panigurado lagi may pagkakakitaan. Kaya naman magandang oportunidad ang Business on Wheels ng Nestle.

Sunny Yu: Ang BOW ay isang programa from Nestlé called Business on Wheels. Ito ay may dalawang objectives. Number one, ito ay isang paraan para idistribute o ibigay o ioffer ang mga produkto natin sa Nestlé sa mga accounts natin tulad ng carinderias at kapihan. Pangalawa, ito ay isang livelihood program para sa kapwa nating mga Filipino so that they can find a way to improve their lives, para gumanda ang kabuhayan nila.

Ronnie Dacuag: Dati po isa akong kundoktor, nagtatrabaho ako sa isang bus company. Meron maganda talagang nangyari dito sa BOW, ako na mismo ang boss ko.

Cresante Besas: Masasabi ko na lahat ng pangarap ko, dito talaga matutupad sa BOW program ng Nestlé.

VO: Sa Business on Wheels, hanggat kaya makapagmaneho ng motor, pamilyar sa lugar, may sipag at pagpupursigi, kayang-kaya mo itong gawin.

Cresante Besas: Dito konting tiyaga lang, sa umpisa medyo may kahirapan talaga pero pag nagiging gamay mo na ang mga suki mo, kikita ka talaga dito.

VO: Basta't may determinasyon, siguradong magtatagumpay ka. At sa tulong ng Nestlé, madali mo itong makakamit.


VO: Filipinos by nature are hard-working, whether physical labor or a business, as long as it's a source of income. This is why Nestlé's Business on Wheels is a great opportunity to earn.

SUNNY YU: BOW is short for Business on Wheels, and it has 2 objectives: First is to distribute and offer Nestlé products to accounts such as small eateries. Second, BOW is also a livelihood program for our brothers & sisters, a way to improve their lives.

RONNIE DACUAG: I used to work in a bus company as a fare collector. It is a different experience as a BOWer. Here, I am my own boss.

CRESANTE BESAS: I can honestly say that all my dreams can come true because of Nestlé's BOW program.

VO: In Business on Wheels, as long as you can drive a motorbike, is familiar with the area and is determined and hard-working, you too can succeed.

CRESANTE BESAS: All you need is patience and perseverance. You learn what works with your patrons, which can result to bigger income.

VO: As long as you have determination, you will surely succeed. And with Nestlé's help, success can't be too far behind.

Check out more Nestle Philippines TV Commercials at the Nestle Philippines YouTube Channel at http://www.youtube.com/nestleph

Nestle Philippines TV Segment: Unang Hirit "Nestlegosyo"



VO: Mga jeep sa kalsada, si mamang sorbetero at ang magtataho. Ilan lamang ito sa mga simbolo ng kulturang Pinoy. At siyempre, mawawala ba naman ang sari-sari store? Bukod sa nakapagbibigay ito ng dagdag kita sa pamilya, malaing ginhawa din ito at malaking tulong sa buong barangay. Salamat sa Nestlegosyo na tumutulong sa mga sari-sari stores na higit na mapaunlad ang negosyo.

Lita Feño (store owner): Di na kailangan ng matagalang seminar upang matutunan ang Nestlegosyo. Natutunan ko na hindi mahirap magbenta, maraming tips na naibigay sakin upang mas mainam akong makapagtinda sa loob ng isang araw.

Elbert Sheng (Channel Manager -- Small Store Format): Maraming tindahan ngayon na nais umangat sa iba. Sa simpleng pagdisplay ng maayos, ito ay nakakaattract ng customers at sa pamamagitan ng complimentary selling, halimbawa kapagbumili ng tinapay pwede nilang alukin ng kape. Sa gayon nadodoble nila ang kanilang transaction at mas malaki ang kita ng tindahan. Pangatlo, dapat ipresyo ng tama ang produkto nasa presyong abot kaya. Importante din na hindi sila nauubusan ng stocks at higit sa lahat, siguruhing malinis at bago ang paninda. At iyan din ang ilan sa mga natututunan nila sa Nestlegosyo.

Lita Feño: Malaki talaga ang naitulong sakin ng Nestlegosyo sa aking kita at kabuhayan. Dahil sa practical tips, natutunan ko ang Nestlegosyo, naayos ko ang tindahan ko. Ngayon, lagi itong malinis, maayos ang display at laging bago ang mga produktong tinda ko. Mas dumami ang suki ko at mas lumago ang sari-sari store ko.

VO: Basta't may sipag at pagpupursigi at sa tulong ng Nestlegosyo, di malayong makamit ang pagunlad.


VO: Jeeps on the street, the iconic ice cream street vendor, and the soy pudding vendor. These are just a few of what symbolizes Pinoy culture. The list wouldn't be complete however, without the variety store? Aside from providing income to families, it also provides convenience to the entire community. Thanks to Nestlégosyo that helps variety stores improve their business.

Lita Feño (store owner): There's no need for long seminars to understand how Nestlegosyo works. I learned that it isn't hard to sell. I get plenty of tips on how to sell more everyday.

Elbert Sheng (Channel Manager -- Small Store Format): There are plenty of stores that want to succeed above the rest. Simple things like putting up neat displays attract more customers. Complimentary selling also helps, like when a consumer buys bread, store owners can offer coffee. This way, they can double their transaction and earn bigger income. Another tip is store owners should sell their products at an affordable price. It's also important to have stocks on hand and most importantly, fresh and clean stocks. These are just a few of what you can learn in Nestlégosyo.

Lita Feño: Nestlégosyo is really a big help to my business. I was able to fix my store, thanks to the practical tips I learned from Nestlégosyo. Now, my store is always clean, the display is orderly and my stocks are always fresh. I now have loyal consumers and my store has expanded.

VO: With hard work, determination and Nestlé's help, success is possible.

Check out more Nestle Philippines videos and TV Commercials at the Nestle Philippines YouTube Channel at http://www.youtube.com/nestleph