New generations are precious resources for the coffee sector: highly skilled, equipped to design innovative and sustainable solutions to build a better, fairer and more prosperous future for coffee
NEW YORK, October 1, 2021 / PRNewswire / – Sustainability, innovation, equity: three terms commonly used by new generations concerned with building a better future for people and their planet. illycaffè, the world leader in quality coffee, celebrates International Coffee Day in October 1 by paying tribute to the passion and talent of young people around the world who strive to create positive change for the coffee industry.
To this end, illycaffè today launched # Stand4CoffeeFuture, a campaign to give voice to future generations of the coffee industry and celebrate the key role they play in building a better world. The campaign features graduates of the Master in Coffee Economics and Science, founded by the Ernesto Illy Foundation, conveying through video the role of new generations in creating a better future for coffee. These talented young professionals effectively express the issues impacting the sector, from climate change to lack of access to information, and how they are helping to build a more sustainable, innovative and equal world.
illycaffè firmly believes that progress requires personal fulfillment, in terms of knowledge acquisition and self-fulfillment. This is why the company has invested in large-scale knowledge sharing programs such as the Università del Caffè, which now operates in 26 branches around the world. The study program of the Master in Coffee Economics and Sciences provides in-depth and multidisciplinary training for those who wish to work in the coffee industry, and more generally in the agro-food sector. The degree program covers the entire production chain, from culture to catering, retail, logistics and industrial processes.
“Young people are the future of coffee and have the power to shape it, comments Massimiliano Pogliani, CEO of illycaffè. – therefore training and knowledge–sharing are essential. Innovation and sustainability are the two pillars of our business model, which we transmit throughout our supply chain through the courses of the Università del Caffè and the master’s program as well as the field work conducted by agronomists. With # Stand4CoffeeFuture, we want to give voice to future generations, expressing our gratitude to all who have chosen to educate themselves and devote their skills to improving the future of the coffee sector, and encouraging others to follow their example. . “
The # Stand4CoffeeFuture communication campaign will be available today on the illy website –www.illy.com/stand4coffeefuture – and on illy social network platforms (Facebook, Instagram, LinkedIn, Twitter).
In some selected illy stores, the campaign will be staged. Customers will be able to make their voices heard and join illy Master students by creating their own message. Starting from Rome October 1 and closing in Trieste on 24 october, customers will be able to take a selfie in front of a backdrop with the campaign’s key visual. The best posts, using the hashtag # Stand4CoffeeFuture, will be published on illycaffè digital channels.
illycaffè is an Italian family business, founded in Trieste in 1933 and committed to delivering the best coffee in the world. illy is the world’s most global coffee brand, producing the unique illy 100% Arabica blend of 9 of the world’s best Arabica selections; every day, more than 8 million cups are consumed in more than 140 countries in the best cafes, restaurants, hotels, offices and homes. Thanks to its innovations, it contributes to the technological advancement of the coffee sector. With the granting of the first “Ernesto Illy Price of quality espresso coffee “in 1991 to Brazil, illy was also a pioneer in sharing know-how and paying a premium price for the best quality. Since 2016, through its “Ernesto Illy International Coffee Prize“, the company celebrates the producers of the best batches of sustainable coffee in the world. Since 2013, illycaffè has been regularly on the list of The most ethical companies in the world. In 2019, illy renewed its commitment to pursue a sustainable economic model combining environmental and social issues by adopting Società Benefit [benefit corporation] statute and to include this commitment in its statutes. In 2021, illy was the first Italian coffee company to achieve international B Corp certification thanks to its commitment to meeting the highest environmental and social performance standards. The company also founded its University of Coffee with the aim of promoting and disseminating its culture, providing comprehensive academic and practical training for coffee producers, baristas and coffee lovers to cover all aspects of the product. Everything “made in illy” is sublimated by beauty & art, which represent the founding values of the brand, starting with its logo – designed by an artist, James rosenquist – and including the famous illy Art Collection, made up of over 100 mugs designed by international artists. In 2020, the company employed 1,291 people and posted a consolidated turnover of 446.5 million euros. There are 261 illy single-brand stores and boutiques in over 40 countries. In 2021, Rhône Capital becomes a minority shareholder of illycaffè to support the company in its international development.
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