Nestlé wants to teach the Chinese to drink coffee | RetailDetail

Nestlé wants to teach the Chinese to drink coffee

Nestlé wants to teach the Chinese to drink coffee

Swiss food group Nestlé will invest at least 100 million yuan (12.6 million euro) in the construction of a coffee centre on the Chinese mainland. Its target is to strengthen ties with local coffee farmers and increase coffee consumption on the huge Chinese market.

Coffee centre in the centre of coffee

The new coffee centre, the biggest of its kind in China, is planned in Pu’er in the south-western province of Yunnan and will be used to train 5000 coffee professionals each year. Yunnan is the epicentre of coffee in China: the past two years Nestlé bought about 22.000 tons of coffee beans in the province.

 

The new building can also be used as a starting point to increase coffee consumption in China, which currently stands at only four cups per person, while this number is between 100 and 150 cups in Hong Kong and Taiwan.

 

The country is currently the second most important market for Nestlé with sales exceeding six billion Swiss francs, about 4.9 billion euro. Since 2010 the Swiss company has created a joint venture for bottled water and it bought controlling interests in candy producer Hsu Fu Chi and drinks producer Yinlu. It also took over the child food division of Pfizer in China.

 

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