As part of Nestlé’s commitment to Creating Shared Value in the coffee sector, Nestlé announced its global NESCAFÉ Plan at a press conference in Mexico City on Friday 27 August 2010, attended by CEO Paul Bulcke, Luis Cantarell, Executive Vice President Zone AMS, and Juan Carlos Marroquín, Market Head Nestlé México. The NESCAFÉ Plan brings together responsible coffee farming and production practices throughout the value chain, from farmer to consumer. Supported by important external partnerships, this global initiative will help Nestlé optimise its supply chain and reach significant targets over the next ten years.