Nespresso’s latest advertising campaign shines a spotlight on the women behind its coffee, sharing the stories of its female agronomists in Ethiopia.
The stories reveal how Nespresso is helping female agronomists[1] to train in quality sustainable coffee farming techniques through its AAA Sustainable Quality Program, and the impact their work is having on coffee quality and local communities.
As well as helping to improve gender imbalance in the traditionally male-dominated coffee industry, many of the women are supporting their families financially and acting as role models to other girls and women in their rural communities.
This follows last year’s global Nespresso campaign, which focused on the personal stories of three Colombian coffee farmers it works with, sharing the consequences of the company’s choice to ensure a sustainable coffee economy.
“Nespresso is proud to be leading the way in creating initiatives that encourage more women to participate in coffee farming. Not only are these women improving coffee production, they’ve become role models for other women. We wanted to bring their stories to coffee drinkers in New Zealand to help them understand what is behind the coffee they enjoy every day. In the end, we believe that we are the choices we make," said John Ciaglia, Nespresso New Zealand Country Manager.
[1] Agronomists are experts in soil management, environmental conservation and crop production.HELPING WOMEN IN COFFEE SOURCING COUNTRIES FEEL EMPOWERED
Empowering women in coffee farming can have a positive impact on the economic and social development of millions of people. Women play an important role in coffee farming, so it’s crucial that they have access to the same knowledge, training and tools as men.
It is why Nespresso has made educating women in rural African communities a key priority of the NespressoAAA Sustainable Quality Program.
A unique approach that combines a focus on quality and sustainability to produce benefits for farmers and their communities, the program was launched in 2003 in collaboration with the Rainforest Alliance. Through the program, Nespresso works directly with farmers to help introduce sustainable coffee farming practices which are essential to building an economically viable business and improving the quality of their coffee.
To strengthen the role of women in coffee farming, Nespresso has developed tailored recruitment initiatives to ensure women have equal access to training and opportunities.
Technoserve, a non-profit organization in Africa, is just one of the partners Nespresso works with around the world to help ensure women have equal access to its AAA training and support offerings.
Through its research, Nespresso has been able to identify gender sensitive approaches that work for individual communities. For example, increasing the presence of female agronomists in certain areas has, in turn, boosted the participation of female farmers in training programs, which suggests women in these communities feel more comfortable being trained by other females.
Nespresso has a network of farm advisors – also known as agronomists – who give training and support to the farmers who grow its coffee. Women represent 31 percent of Nespresso agronomists globally, which is double the global average.
By improving women’s access to agronomist training, Nespresso is helping more farmers learn techniques to improve the quality of their coffee and increase the productivity of their farms, meaning they earn a higher income, year on year.
THE WOMEN BEHIND NESPRESSO’S ETHIOPIAN COFFEE
Ethiopia, the birthplace of coffee, is one of the regions benefitting from Nespresso’s AAA Sustainability Quality Program, which is providing more job opportunities to women in these rural communities. As a result, Nespresso is able to source the highest quality Ethiopian Arabica coffee beans, handpicked from Sidama and other Western regions are hand-picked to create its popular coffees Bukeela ka Ethiopia and Vivalto Lungo.
Not only do these women ensure these delicate coffees are perfect, cup after cup, they have a positive impact on their communities:
Aynalem Mutage, 21, from Ethiopia is an agronomist who teaches farmers ‘selective picking’ which ensures the quality of their harvests. Her positive impact goes even further. One of the farmers she has supported has been awarded prizes by both the government’s agricultural department and Technoserve for his ‘model farm’. He’s also been able to buy his son a ‘badaj’, which is a three-wheeled car.
Adanech Tumsido, 27, from Ethiopia trains farmers to improve the quality of Ethiopian coffee. She teaches a technique called ‘stumping’ which revives old coffee trees and results in growing yields. Her positive impact goes even further. The extra productivity helps farmers support their children through education.
Emmush Kasa, 25, from Ethiopia teaches farmers intercropping techniques to help diversify farmers’ income while nourishing naturally the coffee trees. Her positive impact goes even further. This nourishment improves both the quality and quantity of coffee grown, creating extra income that farmers use to support their families and enjoy more comfortable lives.
Abinet Chebude, 26, from Ethiopia is an agronomist who teaches farmers modern coffee farming techniques to improve the quality of Ethiopian coffee. Her positive impact goes even further. The training also increases the quantity of coffee grown, and this creates extra income that farmers use to build homes and start businesses.
Hundatu Ayana, 31, from Ethiopia trains farmers in modern harvesting techniques that enhance the quality of Ethiopian coffee. Her positive impact goes even further. The improvements generate extra income that the community is investing in infrastructure and transportation.
Abinet Delume, 32, from Ethiopia travels around her local community teaching modern coffee farming techniques which ensures the quality of Ethiopian coffee. Her positive impact goes even further. The improvements in both quality and quantity generate extra income that the community is investing in schools.
