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Introducing Dhjana: the first 100% AAA Limited Edition Grand Cru


A taste for sustainable quality

You can taste quality, but can you taste sustainability in coffee? That was a question a journalist asked Nespresso when the company launched its AAA Sustainable Quality™ Program in 2003.

At Nespresso, quality and sustainability go hand-in-hand. Dhjana, the Nespresso first Limited Edition Grand Cru sourced 100% from the Nespresso AAA Sustainable Quality™ Program, is the latest example of this commitment. While Dhjana marks the Nespresso first AAA Limited Edition, both Rosabaya de Colombia and Volluto are also 100% AAA Grands Crus.

Nespresso handles an extraordinary global coffee crop, which the AAA Program helps protect, enhance, and improve,” said KarstenRanitzsch, Head of Green Coffee at Nespresso. “Dhjana provides an engaging way to experience first-hand the taste of quality that the AAA Program delivers.”


Demonstrating AAA quality


Only 1-2% of the world’s coffee offers the exceptional quality, taste and aroma profiles required by Nespresso. The Nespresso AAA Program aims to secure this highest quality coffee for our consumers, while protecting the natural environment and improving coffee farmers’ livelihoods.

“Through our AAA Program, Nespresso is deeply committed to building strong and long-lasting relationships with farmers to produce highest quality coffee sustainably. Dhjana is one of the many concrete results of such an approach that benefits the coffee growers and consumers,” said Guillaume Le Cunff, International Marketing & Strategy Director in charge of sustainability.


Long-term engagement towards the farmers


Nespresso launched its AAA Sustainable Quality™ Program in collaboration with the Rainforest Alliance. This international non-profit organisation works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behaviour. Today, 40 000 farmers globally receive support, training and technical assistance through the program. This helps them produce highest quality coffee more sustainably, while increasing their productivity and thus their net income.

Nespresso currently sources over 60% of its green coffee from the AAA program, including Rainforest Alliance certification. By 2013, it aims to increase this to 80%.

“Small producers in our region have benefitted enormously from the AAA Program,” said Oscar Daniel Sanchez, agronomist at the Alto Occidente Coffee Growers Cooperative. “We are happy to work for a company that is so concerned with sustainability, as well with the social and economic welfare of the farmers”, concludes Luis Roberto Múnera, the mayor of Jardín, Colombia.


Related story:

Coffee farmers celebrate the Nespresso AAA Sustainable Quality™ Program in Colombia