In 2012, Nespresso coffee experts scoured the world for the most exclusive coffees and created original blends for consumers and Club Members. The company's unique business model continued to guarantee rigorous quality management of the coffee from farmers to consumers, allowing Nespresso to manage innovation while delivering the highest quality coffee that is the company's hallmark.
New Grands Crus included Naora, a Limited Edition using a pioneering "late harvest" know-how inspired by oenology; Crealto, a long-roast coffee, inspired by high gastronomy; and Hawaii Kona Special Reserve, a highly exclusive Grand Cru composed of one of the most precious and rare coffees in the world.
The company further complemented its machine range offering, launching two new machines - Maestria and U - that combine cutting-edge technology, design and simplicity to guarantee consumers the best in-cup quality when used with authentic Nespresso capsules.
In 2012, an increased number of tailor-made services to consumers, including designated Pick-up zones in boutiques and Recycling@Home initiatives, were rolled out in various markets to support greater Club Member convenience and strengthen our direct consumer relationships.The business-to-business sector also continued to grow in 2012, with innovations, customer service advances and strategic partnerships with high-end restaurants and hospitality establishments driving a double-digit growth in sales. Meeting sustainability commitments As part of its Ecolaboration™ commitment to sustainability and value creation, Nespresso strengthened its sustainability initiatives across its business. As the company prepares for the 10 th anniversary of its AAA Sustainable Quality™ Program, more than two thirds of its green coffee is sourced from over 52'000 farmers taking part in the program. Nespresso surpassed its 75% capsule recycling capacity commitment one year ahead of plan, with a global recycling capacity of over 76%. At the end of the year, over 20'000 collection points for used capsules were in place in 21 countries worldwide, in complement to the Green Dot system in Germany, Sweden and Finland. Strong foundation for future success