Both Coffee Supplies Direct and Kenco truly believe in making a difference. Kenco is helping young people in Honduras gain a chance at a better life, by training them to become coffee farmers. Teaching them the necessary techniques to grow and harvest coffee beans. Some of the World’s best coffee is grown in Honduras, and coffee farming is a major part of the Honduran economy. But too often young people are lured away from traditional work with the promise of status and easy money, offered by gang culture.
By providing them with the skills to become successful entrepreneurs and support they need to run their own coffee farms. Kenco is helping these young indivduals make a living for themselves and provide for their families. This 11-month programme is a more secure way to build a better future and gain the respect and notoriety they are looking for.
Sustainability has always been an exceptionally important part of the Kenco brand DNA, and over the years it has been at the heart of our consumer communication too. Research shows us that, as a result, Kenco has carved out a clear and differentiating positioning as the coffee brand that champions fairness & ‘cares for the people that care for the bean’. The move away from RA was driven by a desire to have a more progressive approach to sustainable supply - we wanted to BE sustainable rather than just BUY sustainable. As we have bought together our two businesses, this is a core principle we take forward into our sustainable sourcing strategy as JDE
In the above video Kenco is showcasing the work it does to steer young people on Honduras away from a life of crime and into farming with the above new advert. The 60-second video clip features a young man who is on the brink of being involved in gang activity before being given the opportunity to train as a coffee farmer. It was first aired on ITV and has been run across all major TV channels and in cinemas.
Juan is 18 years old and lives with his mother. Living in an area where gang culture is rife, he left school at twelve and has been supporting his family selling vegetables. Although, this work has proved difficult, he is looking forward to developing skills in his new career. So to help him chase his dream.For more information on Coffee vs. Gangs please visit: