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

Authors :           Niraj Dawar, Jordan Mitchell

Source :             Ivey Publishing

Case ID :            906A20

Discipline :        General Management

Case Length :    24 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

In early 2005, Nestle is in the midst of a decision: whether or not the Fairtrade mark should be applied on Partners’ Blend, a new instant coffee product to be marketed in the growing UK ‘ethical’ coffee segment. Application of the Fairtrade mark on the Partners Blend product means that Nestle must go against its historical position of not offering minimum guaranteed prices to coffee farmers. As part of their deliberations, Nestle executives must consider their coffee sourcing program at large, their corporate social responsibility framework, Nescafe and corporate Nestle branding, the UK market, and the potential consumer benefit or backlash that could result from releasing such a product.