![NESCAFE Elevates Local Coffee Beans with the Launch of “NESCAFE RED CUP ORIGIN SELECTION SURATHANI”]()
Bangkok--23 Jul--ABM connect
NESCAFE RED CUP is building on the success of its previous Origin Selection product line by elevating coffee beans from Surathani province with the launch of new, limited-edition NESCAFE RED CUP Origin Selection Surathani, a single-origin coffee made from award-winning Robusta beans grown respectfully by a coffee grower in Surathani to delight coffee lovers throughout Thailand.
The new single-origin coffee is made from award-winning, high-quality Robusta coffee beans chosen during the NESCAFE Robusta Contest 2020, the first contest in Thailand to find the country’s best Robusta coffee beans. They were grown respectfully with love and care by Mr. Pongsak Balmuang, a coffee grower from Surathani, then went through a special dark roasting process using NESCAFE’s proprietary MRC (Micronized Roasted Coffee) technology.
New NESCAFE RED CUP Origin Selection Surathani has a smooth taste with a strong body, plus a rich nutty aroma that suggests a hint of dark chocolate, offering a unique and delightful experience to coffee lovers like never before.
It was co-created for Thai people who crave authenticity while caring for the community. According to recent research by Kantar on Food & Beverage Trends, the micro-localization trend has been increasing in Thailand over the past few years. Thai consumers now look for products and services that are sustainable and locally sourced, with traditional and local ingredients given a modern twist and format, as a way to support their local communities.
Mr. Jojo Dela Cruz, Business Executive Officer – Coffee and Creamer Business Unit, Nestle (Thai) Ltd., said,
“This latest coffee innovation is truly the pride of Surathani and Thai people as NESCAFE joins together with a local coffee farmer to co-create a new product. With the selected, finest-quality Robusta coffee beans grown with love and care by Mr. Balmuang then processed using NESCAFE’s advanced MRC technology, we can offer Thai coffee drinkers the unique experience of a great cup of single-origin Robusta coffee with new NESCAFE RED CUP Origin Selection Surathani.”
“This new product is part of NESCAFE Grown Respectfully Program, a global initiative to help farmers sustainably grow better quality coffee to improve their well-being and quality of life. We are sure new NESCAFE RED CUP Origin Selection Surathani will delight coffee lovers while helping to elevate the Robusta coffee standard and strengthen the reputation of Thai coffee growers while uplifting their quality of life. This is our way of nurturing stronger bonds with Thai coffee growers and coffee lovers through local innovation,” added Mr. Dela Cruz.
For the NESCAFE Robusta Contest 2020, held earlier this year, samples of Robusta coffee beans from 25 coffee growers nationwide were submitted and judged using the 4C Common Code of Conduct for the Coffee Community and the NESCAFE coffee standard to determine four finalists. Due to their outstanding quality and marvelous taste, all judges unanimously chose Mr. Balmuang’s Robusta beans as the winner.
Mr. Thanatorn Punpanishgul, Senior Marketing Manager – NESCAFE RED CUP, NESCAFE GOLD, Nestle COFFEE-MATE and NESTEA, Nestle (Thai) Ltd., said, “Thailand is known for its quality Robusta coffee grown in the Southern region. We are very pleased to find a hidden gem with these high-quality Robusta coffee beans grown in Surathani by Mr. Balmuang. What we love about his Robusta beans is their unique coffee flavor that you won’t find anywhere else. It’s exceptionally smooth with a strong coffee body and nutty aroma accented by a hint of a dark chocolate note. These beans are perfect for new NESCAFE RED CUP Origin Selection Surathani, which I know will be well received by Thai consumers nationwide. It’s only available for a limited time, from now until the end of October, so don’t miss out.”
The launch of new NESCAFE RED CUP Origin Selection Surathani will be supported by a digital communications campaign including three animated videos highlighting the concept of quality coffee from the “Grown Respectfully” approach, showing the journey of love and nurturing coffee beans by farmers, and production using the winning beans from the NESCAFE Robusta Contest 2020; a series of digital documentaries; bumper videos; and other digital content on NESCAFE’s Facebook page and by social influencers to create mass awareness.
Enjoy special limited-edition NESCAFE RED CUP Origin Selection Surathani, available in two sizes: a 45-gram pack for 39 baht and a 90-gram pack for 79 baht, at leading supermarkets and hypermarkets nationwide and online shopping platform (https://bit.ly/2CxHyvZ) from now until October 2020.
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Bangkok--23 Jul--ABM connect
NESCAFE RED CUP is building on the success of its previous Origin Selection product line by elevating coffee beans from Surathani province with the launch of new, limited-edition NESCAFE RED CUP Origin Selection Surathani, a single-origin coffee made from award-winning Robusta beans grown respectfully by a coffee grower in Surathani to delight coffee lovers throughout Thailand.
The new single-origin coffee is made from award-winning, high-quality Robusta coffee beans chosen during the NESCAFE Robusta Contest 2020, the first contest in Thailand to find the country’s best Robusta coffee beans. They were grown respectfully with love and care by Mr. Pongsak Balmuang, a coffee grower from Surathani, then went through a special dark roasting process using NESCAFE’s proprietary MRC (Micronized Roasted Coffee) technology.
New NESCAFE RED CUP Origin Selection Surathani has a smooth taste with a strong body, plus a rich nutty aroma that suggests a hint of dark chocolate, offering a unique and delightful experience to coffee lovers like never before.
It was co-created for Thai people who crave authenticity while caring for the community. According to recent research by Kantar on Food & Beverage Trends, the micro-localization trend has been increasing in Thailand over the past few years. Thai consumers now look for products and services that are sustainable and locally sourced, with traditional and local ingredients given a modern twist and format, as a way to support their local communities.
Mr. Jojo Dela Cruz, Business Executive Officer – Coffee and Creamer Business Unit, Nestle (Thai) Ltd., said,
“This latest coffee innovation is truly the pride of Surathani and Thai people as NESCAFE joins together with a local coffee farmer to co-create a new product. With the selected, finest-quality Robusta coffee beans grown with love and care by Mr. Balmuang then processed using NESCAFE’s advanced MRC technology, we can offer Thai coffee drinkers the unique experience of a great cup of single-origin Robusta coffee with new NESCAFE RED CUP Origin Selection Surathani.”
“This new product is part of NESCAFE Grown Respectfully Program, a global initiative to help farmers sustainably grow better quality coffee to improve their well-being and quality of life. We are sure new NESCAFE RED CUP Origin Selection Surathani will delight coffee lovers while helping to elevate the Robusta coffee standard and strengthen the reputation of Thai coffee growers while uplifting their quality of life. This is our way of nurturing stronger bonds with Thai coffee growers and coffee lovers through local innovation,” added Mr. Dela Cruz.
For the NESCAFE Robusta Contest 2020, held earlier this year, samples of Robusta coffee beans from 25 coffee growers nationwide were submitted and judged using the 4C Common Code of Conduct for the Coffee Community and the NESCAFE coffee standard to determine four finalists. Due to their outstanding quality and marvelous taste, all judges unanimously chose Mr. Balmuang’s Robusta beans as the winner.
Mr. Thanatorn Punpanishgul, Senior Marketing Manager – NESCAFE RED CUP, NESCAFE GOLD, Nestle COFFEE-MATE and NESTEA, Nestle (Thai) Ltd., said, “Thailand is known for its quality Robusta coffee grown in the Southern region. We are very pleased to find a hidden gem with these high-quality Robusta coffee beans grown in Surathani by Mr. Balmuang. What we love about his Robusta beans is their unique coffee flavor that you won’t find anywhere else. It’s exceptionally smooth with a strong coffee body and nutty aroma accented by a hint of a dark chocolate note. These beans are perfect for new NESCAFE RED CUP Origin Selection Surathani, which I know will be well received by Thai consumers nationwide. It’s only available for a limited time, from now until the end of October, so don’t miss out.”
The launch of new NESCAFE RED CUP Origin Selection Surathani will be supported by a digital communications campaign including three animated videos highlighting the concept of quality coffee from the “Grown Respectfully” approach, showing the journey of love and nurturing coffee beans by farmers, and production using the winning beans from the NESCAFE Robusta Contest 2020; a series of digital documentaries; bumper videos; and other digital content on NESCAFE’s Facebook page and by social influencers to create mass awareness.
Enjoy special limited-edition NESCAFE RED CUP Origin Selection Surathani, available in two sizes: a 45-gram pack for 39 baht and a 90-gram pack for 79 baht, at leading supermarkets and hypermarkets nationwide and online shopping platform (https://bit.ly/2CxHyvZ) from now until October 2020.
