“RRReach” wins Nespresso AAA Summer Campus Competition
Student group “RRReach” was named the winner of the AAA Nespresso Summer Campus competition and, as the grand prize, is invited to attend and participate in the Second Nestlé Nespresso AAA Sustainable Quality™ Coffee Forum to be held in Costa Rica 14- 15 November 2007.
The international group comprised of students Emma Arvidsson (Sweden), Jana Edlinger (Germany), Carolien Van Merksteijn (The Netherlands) and Thibaut Vonthron (France) and which named themselves ”RRReach” focused on key themes of environmnent, awareness, cooperation and humanism, and called for Nespresso to take what they do to the “next level” and apply AAA-inspired ideals throughout its corporate culture.
The group “RRReach”, picked by an expert jury, was selected because they best met the criteria established for the competition and set out in the student Nespresso AAA Summer Campus CourseBook, which included:
1 Evolution of Thinking – Internalisation of Campus learnings to evolve the definition of sustainability – Team integration and application to the assignment challenges and issues
2 Clarity of Response – Ability to simplify the supply / value chain – Identification of key value creation opportunities
3 Business Focus – Understanding of the next stage and evolution of the Nespresso AAA Sustainable Quality™ Program – Recommendation to inform change within wider Nestlé group – Recognition of the opportunity to position sustainability in the context of today’s lifestyle overall.
Of all of the groups, they mapped out the value chains via economic, ethical, and economic flows most intricately and accurately, and then spoke about the opportunities for the company that they saw in such a complex system
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. Their list of recommendations started by helping out the farmer, and ended with a continued shift in the corporate DNA of Nespresso.
“All of the groups presented very well thought-out ideas and therefore, it took the jury panel approximately an hour to deliberate,” said H.-Joachim Richter, Director Corporate Communications, Nestlé Nespresso. “It wasn’t an easy choice for us because we felt there was sharp thinking and valid recommendations in all of the presentations . However, in the end the jury reached a unanimous decisión that RRReach best answered the questions posed. We look forward to welcom ing them to our Forum in November in Costa Rica where they will present their project and work alongside key stakeholders as we futher discuss the topic of sustainable quality.” The five groups, made up of four students each, made presentations to the jury panel on the last day of the Summer Campus in Costa Rica. The presentations were based on the groups’ synthesis and perspectives taken from a culmination of lectures, field work and small-group discussions which took place during the two-week field experience in which 20 students from across Europe and the USA learned more about highest quality sustainable coffee practices.
The jury panel included: – Joke Aerts, European Network Coordinator Sustainable Agriculture Division, from The Rainforest Alliance, a leading NGO dedicated to improving the sustainability of agricultural production; – Demetrio Polo-Cheva, Associate Director CLACDS (The Latin American Centre for Competitiveness and Sustainable Development) from INCAE, Latin America’s leading business school; – Jeff Jones, Director, Geographic Information Systems, and John Beer, Director of Agriculture and Agroforestry, from CATIE, a regional scientific knowledge centre for agriculture and the management of natural resources; – Carlos Alfaro, Managing Director of Operations from ECOM Costa Rica; – H.-Joachim Richter, Director of Corporate Communications, from Nestlé Nespresso; and – Pete Askew, Partner from GoodBrand & Company.
During the Summer Campus, students had a myriad of experiences, from visiting several coffee farms to learn more about the everyday life of a Costa Rican coffee farmer, to working alongside these farmers and learning how Nespresso agronomists and The Rainforest Alliance take the farmers through the TASQ farm assessment process, to class lectures at INCAE to learn more about the economics of coffee, to viewing turtles and in their natural habitat to learn more about the bio diversity of Costa Rica.
Further information: www.nespresso.com
