MILAN – Nestlé Costa Rica has recently unveiled its new Nescafé Ground Coffee. It’s the first Nescafé product in the region made from 100% Costa Rican Arabica beans, cultivated and harvested in the best coffee growing areas of the country and selected and produced under the highest standards.
The Swiss company announced an investment of more than US $ 1.5 million in the development and marketing of this new product, which will be exclusive for the national market.
Sandra Jiménez, general manager of Nestlé Costa Rica, explains that: ‘the Costa Rican, in addition to consuming 48% of the ground coffee from Central America, has a unique profile in the region. He is an informed consumer, in terms of food and beverage trends, and receptive to innovation.
Therefore, Costa Rica is a very important market for the company, since it allows us to learn about new product lines for all of Central America and, at the same time, constantly challenges us to innovate and invest to be at the forefront.’
In addition, Jiménez expressed that she is very pleased to launch a development like Nescafé Ground Coffee in the midst of the current situation, ‘for Nestlé Costa Rica it is a pleasure to announce the launch of a product that represents investment and fresh sources of income for national producers. As a company we are convinced that this is the best way to contribute to the economic reactivation of a country’.
The selection of the new Nescafé Ground Coffee beans is made through local partners that indirectly impact the lives of more than 3,000 families, working hand in hand with coffee growers to promote mutual benefits such as increased quality of its production, the transparency and the fair price in each harvest, and the traceability of the chosen coffee.
On the other hand, roasting and packaging is done by the Cooperativa de Caficultores y Servicios Múltiples de la Coordillera Alta de Tilarán y Abangares R.L. (COOPELDOS R.L.), a cooperative that brings together more than 350 national producers.
Consumers can purchase the new NESCAFÉ Ground Coffee in the country’s main supermarkets and convenience stores. It is available in three different roasting intensities: dark, medium and soft, in presentations of 250 and 500 grams.