From seed to cup
Client: Jacobs Douwe Egberts
JDE is a subsidiary of JDE Peet’s, the world's leading pure-play coffee and tea company, headquartered in The Netherlands. Today, JDE unleashes the possibilities of coffee and tea in more than 100 countries, through a portfolio of over 50 brands including L’OR, Jacobs, Senseo, Tassimo, Douwe Egberts, OldTown, Super, Pickwick, and Moccona.
Services: scripting, filming, and editing.
Challenge
Jacobs Douwe Egberts wanted to solve a very specific issue: how to better bridge the disconnect between coffee production in origin countries and JDE staff around the world that process or work with coffee at an internal level.
Solution
To develop a video, titled “Seed to Cup”, showing the whole process of coffee production in Uganda from planting seeds, harvesting, drying, packaging, and exporting. Highlighting not only the coffee but also the people behind it - in this case, a family to represent different homesteads of different coffee growers and how they work together as a family.
Positive impact
Understanding how coffee is being produced in Uganda created a deeper connection for new recruits at JDE and made coffee training more efficient. The video was shared with all teams or business units within JDE.
