Nespresso answer to Solidar Switzerland


We all know about the George Cloony Nespresso Commercial. The same day we published the “shocked Nespresso” video in our publiation (Secret George Clooney VIDEO Commercial in Internet shocked Nespresso: we got a Twitter message from Nespresso with a link. As we can see Nespresso continues with information about their product sources.
Now we are going to publish the answer of Nespresso with a short video reportaje from Columbia. Furthermore we give you information about the meeting holded in September with the producers of the “shocked Nespresso” video.

See the secret George Clooney VIDEO Commercial “shocked Nespresso”:

Nespresso Statement and Video from Columbia

Solidar Switzerland has recently launched a campaign against Nespresso questioning its commitment to responsible coffee sourcing. Many of you enjoyed the humour of the film, called “The secret Clooney Commercial, Nespresso wants to forbid…”. We would like to let you know that at no point did we try to block or prevent the right of any organisation to express their opinion. Although we understand the underlying concerns of the campaign regarding fair labour and safe working conditions on coffee farms, we totally oppose the way Solidar Switzerland is pursuing it and we totally contest its statement. Since years, we have been committed to responsible coffee sourcing and we intend to defend Nespresso’s integrity and reputation.

Nespresso takes the responsible coffee sourcing very seriously and we welcome any constructive contribution to the debate and initiatives to improve the situation of coffee growers in producing countries.

Many of you have asked us about what we are doing in the field with farmers and you can be sure we will answer your questions fully.

On this page we are grouping together the most frequently asked questions and some additional information relevant to the discussion. For those that will not have time to deep dive further we can reassure you that the premium price paid by Nespresso is 30%-40% above the New York market price for standard quality coffee and 10%-15% above similar highest quality coffees. This is considerably more than the Fair Trade minimum price.

(spanish with english subtitles | total 00:35min | streamed from nespresso channel)

Jimena Nino, Director of ACDI VOCA, an NGO promoting economic growth and higher living standards in low-income countries, would like to share her views on Nespresso contribution through Nespresso AAA Sustainable Quality program in Colombia.

Nespresso met with Solidar Suisse in Bern

Nespresso reaffirms merit of AAA Sustainable Quality Program and rejects Fair Trade Call
Invites Solidar Suisse to review AAA Program in Colombia

Nespresso met on September 9th, 2011, with Solidar Suisse in Bern in an effort to better understand each other’s positions following the launch of Solidar’s online campaign about Fair Trade sourcing.

“We reject the Solidar campaign’s allegations about our farmer relationship and the care and integrity with which we treat them. Nespresso wants to make it very clear that we have nothing to hide. We invite all stakeholders to learn about what we have achieved with coffee farmers on the ground through the AAA program, including Solidar to join us in Colombia”

said Guillaume Le Cunff, Director, International Marketing and Strategy, for Nespresso.

Nespresso formally reasserted its strong conviction that the AAA Sustainable Quality Program, co-developed with the Rainforest Alliance, is the right approach for Nespresso and its partner farmers. The AAA program was specifically developed to meet the needs of securing the highest quality coffee in the world, while building a future for partner farmers based on long term profitability, enhanced environmental and social outcomes, and genuine sustainability.

It became clear in the discussion that the central issue of Solidar’s campaign are the differing benchmarks between the Fair Trade and the Rainforest Alliance labels.

Nespresso notes Solidar’s concerns about the social dimensions in the Rainforest Alliance standards. Nespresso is confident in all aspects of Rainforest Alliance standards, which are international, expertly informed and independent set. Nonetheless, Nespresso undertook to share these concerns, including a proposal for a third party standards review, with Rainforest Alliance for response.

It is important to note that in Bern, in February this year, the major label schemes, Fair Trade, UTZ and SAN/Rainforest Alliance issued a joint statement:

“We respect each other’s missions and the unique focus each brings. We appreciate diversity in our approach, which enables producers, buyers and consumers to make a choice as to which certification best helps them meet their goals.”

Additionally, for more than 10 years, the Fair Trade Labelling Organisation, (FLO) and Rainforest/SAN, together with others, have been working to harmonise principles and unify standards across all programs. Nespresso supports this industry level dialogue and encourages its acceleration. This will lead to less confusion for both farmers and consumers.

Nespresso, as a leading coffee company and reference for the portioned coffee segment, actively manages its business based on values which include collaboration with all the actors of the coffee value chain and sharing the value created. These values reflect the identity of our company and our brand for our employees, our customers and also our long term farmer partners with whom we work a on a daily basis.

Nespresso notes that Solidar agreed that the title of its parody movie wrongly suggested that Nespresso sought to restrict the viewing of the movie. Nespresso at no time, in public or in private, sought to restrain Solidar from sharing its point of view. As a result, Solidar today changed the movie title on YouTube and its website.

Joint Statement Fairtrade, SAN/Rainforest Alliance & UTZ CERTIFIED … 2011-02_joint-statement-FLO-RA-UTZ-Final.pdf

About the author


Norberto Moreau is co-owner of the group Allied Management Ltd (Hong Kong, London, Valencia). The group and his associates have activities in Yachting, Properties and IT.