Dhjana, the first Limited Edition entirely sourced from the AAA Program
On Sunday 25th September 2011, hundreds of coffee farmers and their families came together in Jardín, Colombia, to celebrate a Nespresso first: Dhjana. Six years after bringing out its first Grand Cru coffee to be sourced entirely from its AAA Sustainable Quality™ Program, Nespresso launched Dhjana.
The latest Nespresso Limited Edition is the first to be sourced entirely from the Nespresso AAA Sustainable Quality™ Program. The blend includes coffee from this small town in Antioquia, one of Colombia’s main coffee growing regions, as well as from three other countries: Costa Rica, Brazil and India.
Coffee farmers belonging to the Nespresso AAA Sustainable Quality™ Program enjoyed the result of their hard work during a tasting of Dhjana. “For us farmers, it is quite an emotional experience to welcome the launch of Dhjana to Jardín. It is a great honour and it is with a lot of pride that we celebrate this launch,” said José Rodrigo Giraldo, a AAA farm owner.
A performance from the regional ballet troupe and a carnival showcasing decorated floats marked the celebrations.
A long-term engagement with the farmers
“People here in Jardín work hard and are passionate about growing the best coffee in the world,” Juan Carlos Ardila, Director of Expocafé, a Colombian coffee growers’ co-operative export body, told Nespresso managers at the event. “Through the AAA Program, Nespresso has proved the company’s long-term engagement with the coffee farming community. We are convinced that this partnership will be long lasting.”
“The support from Nespresso will allow us to continue producing highest quality coffee for consumers throughout the world,” added Luis Roberto Zapata, a AAA coffee farmer.
“Through the AAA Program, Nespresso works to improve the farmers’ quality of life. There is no doubt that this is the best program we have here for the farmers,” said Carlos Alberto López, Manager of the Anserma coffee Cooperative.
Nespresso honoured by the local farming community
In recognition of the commitment by Nespresso to Jardín, the town made our company an Honorary Citizen as part of the ceremony. Guillaume Le Cunff, International Strategy and Marketing Director of Nestlé Nespresso SA, symbolically received the keys to the town on behalf of the company.
Nespresso is a key partner in the building of a community milling centre on the outskirts of the town one year ago. The central mill is expected to double the volume of coffee that meets the quality standard required by Nespresso, with the aim of helping farmers increase their net income by up to 30%. These benefits will improve the quality of life of farmers and their families in the region.