On May 22, as the core initiator of the "Carbon Reduction Friendly Action", Nestlé and Alibaba launched the "88 Carbon Reduction Day" in Pu'er, Yunnan, and launched the first "Yunnan Beauty Coffee Traceability Tour" in Yunnan's coffee production area. The live broadcast of the theme, with the theme of "remind every day, refill every cup", provides consumers with a choice of plastic-reducing and low-carbon products, encouraging and driving consumers to reduce carbon at will.
In July 2022, Nestlé, together with Alibaba and other consumer goods brands, jointly launched the "Carbon Reduction Friendly Action" to cooperate in three scenarios including low-carbon products, low-carbon marketing, and low-carbon logistics. The initiating brand explores, excavates and builds carbon reduction scenarios through its own practice, encourages consumers to develop carbon reduction habits, and provides reference for more consumer brands to reduce carbon emissions. "88 Carbon Reduction Day" is a heavyweight carbon reduction action that provides low-carbon products directly to consumers and conveys the concept of carbon reduction.
On this "88 Carbon Reduction Day", Nestle took advantage of the resonance of the dual platforms of Tmall flagship store and Tmall Supermarket to launch a live broadcast of Yunnan coffee origin traceability. Show it to coffee lovers, and demonstrate Nestle's plastic reduction and low-carbon actions, calling on the younger generation of consumers to develop sustainable habits. At the same time, Nestlé also distributed "green gifts and gift boxes" to consumers to help the sustainable development of Yunnan coffee. During the carbon reduction day, consumers can participate in the carbon reduction interaction by searching "Nestlé 88 Carbon Reduction Day" through mobile shopping. On the day of the event, Nestlé also started a new round of shade tree planting locally.
From the coffee field to the coffee showroom, the 15-hour live broadcast not only intuitively shows the charm of cloud coffee, but also successfully activates consumers' perception of sustainable concepts through immersive scenes, further encouraging and driving more people to practice green and healthy A balanced new way of life. Nescafé has formed an atmosphere of good interaction and communication with the new generation of young consumers, which has further enhanced the low-carbon consumption mentality of the majority of young consumers and expanded the low-carbon consumption of the coffee industry.
He Wenlong, senior vice president of Nestle Greater China's coffee business, said: "Carbon reduction is the top priority of sustainable development, and the biggest difficulty and challenge in carbon reduction in the food industry lies in the long upstream and downstream value chains. This is not a company. It can be done independently. It is often said that from the field to the tip of the tongue, this requires companies in the entire industry to join hands with consumers in the entire link to do a good job."
Sai Meng, General Manager of the Strategic Customer Department of Alibaba Holding Group Headquarters and the person in charge of the Carbon Reduction Friendly Action, said: "Working together to break through the brand carbon reduction problem is our original intention for launching the 'Carbon Reduction Friendly Action'. Alibaba and Nestlé have already launched low-carbon products The three core scenarios of low-carbon marketing, low-carbon logistics and low-carbon logistics have made a lot of progress. The '88 Carbon Reduction Day' is to reduce the planting, production and product plasticity of Nescafé coffee through all-weather live broadcast and the resonance of domestic and foreign shopping. The low-carbon action is intuitively presented, calling on consumers to develop sustainable habits, and forming a product-efficiency synergy during the 618 period, which is another innovative progress in carbon reduction in the consumption field."
In order to contribute to Nestlé’s 2050 net zero carbon emission goal, Nestlé has committed to achieve more than 95% of its packaging design to be recyclable by 2025, and its long-term goal is to make 100% of packaging materials recyclable Usage is reduced by a third. It is noteworthy that 30 Nescafé products entered Alibaba’s 88 carbon account through plastic reduction actions, including star products such as Nescafe Alcoholic Coffee, Nescafe Gold Medal Coffee, Nescafe Ready-to-Drink Coffee Silky Latte, etc. Sustainable packaging actions such as recycling design and reducing the use of virgin plastic.
In addition to reducing plastic packaging, Nescafé is also practicing the concept of sustainable development throughout the value chain. Since 2015, 100% of the coffee beans purchased by Nestlé in Yunnan have been certified by 4C. The case of Nestlé's contribution to the sustainable development of the coffee industry in Yunnan won the 2022 Golden Bee Corporate Responsibility "ESG Competitiveness·Responsible Procurement" award, and this case was also selected into the "2022 Golden Bee Responsible Competitiveness Case Collection". In addition, as part of Nestlé's global reforestation plan, Nestlé plans to plant and cultivate 1.3 million trees in Yunnan by 2026. As of the end of 2022, in the coffee fields of Pu'er, Yunnan, China, with the help of Nestlé, coffee farmers have planted a total of more than 60,000 trees in batches. The trees include not only local species such as camphor trees, but also economically beneficial fruit trees such as mango, jackfruit, and avocado, which are not only beneficial to the protection of soil and biodiversity, but also help coffee farmers increase their sources of income.
Source: Nestlé (China) Co., Ltd.
