Sustainability is a business imperative for us: we rely on high quality raw materials to deliver the perfect coffee experience for our consumers. Only 2% of the world's coffee crop meets our rigorous quality and aroma requirements. We believe that the best way for us to protect the acquisition of these rare coffees is to ensure the environment protection where our coffee is grown, given that a more sustainable farming increases the ability to produce consistent quality coffee, in the long term, and provides a more sustainable and equitable outcome for farmers.
We began implementing sustainability into our value chain in 2003, with the launch of our unique approach to coffee acquisition, Nespresso's AAA Sustainable Quality Program™. Later, in 2009, we implemented sustainability into the entire coffee value chain of our business.
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