Nestle’s Nescafe Partners’ Blend: The Fairtrade Decision (A) Harvard Case Solution & Analysis

Nestle was in the middle of decision making predicament during the initial stages of 2005. The choices were: whether or not the Fairtrade mark should be applied on Partners' Mix, a fresh instant coffee merchandise to be promoted in the growing UK 'ethical' coffee segment. Use of the Fairtrade mark on the Partners Blend merchandise means that Nestle must go against its historical standing of not offering minimal prices that are guaranteed to coffee farmers.

As an aspect of the firm’s deliberations, executives at Nestle must ponder over java sourcing application at the UK marketplace, their corporate social responsibility framework, corporate and Nescafe Nestle branding, large, and the possible consumer benefit or backlash that could result from releasing this type of product.

PUBLICATION DATE: March 06, 2006 PRODUCT #: 906A20-HCB-ENG

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Nestle’s Nescafe Partners’ Blend: The Fairtrade Decision (A)

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