Challenge

Jacobs Douwe Egberts was willing to solve a very specific issue : how to better  bridge the disconnect between coffee production in origin countries and companies that process coffee in Europe, or JDE staff at 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

Showing how coffee is being produced in Uganda created a deeper connection for new recruits to JDE and made coffee trainings more efficient. The video was shared with participants and all team or business units within JDE.