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Halli Berri coffee embarks on CSR programme to counter grower challenges
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Monday, 06 July, 2015, 08 : 00 AM [IST]
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Nandita Vijay, Bengaluru
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fiogf49gjkf0d Halli Berri, a single origin gourmet coffee, which is RainForest-certified, has now devised a corporate social responsibility (CSR) programme known as ‘Be Berri Conscious’ to counter the various challenges that impact the growers.
Halli Berri coffee is grown on Baba Budangiri, a range of the Western Ghats in Chikkamagaluru district in Karnataka.
“Under the Be Berri Conscious CSR programme which still is in its inception phase, the key intent is to uplift the growers from the local communities through various initiatives. The programme is designed to enable nutritional checks and adoption of good farming practices. There are also wealth management schemes adopted at our plantations to help generate the required financial capital resources for the employees. Education systems are put in place to attract and retain labour force to work within our plantation and yet allow their children and families to ensure quality standard for living,” stated Tejini Kariappa, founder and managing director, Halli Berri, while interacting with FnB News on email.
According to her, major issues impacting coffee plantations in the country are shortage of labour due to migration to urban centres for employment, low, unpredictable and untimely rainfall, drought conditions, climatic changes due to global warming and infestations of berry borers.
The RainForest-certified Kambihalli estate, which grows Halli Berri coffee, ensures that its plantations spanning 220 acre have high environment sustainable standards in terms of soil conservation, availability of natural fertilisers and implementation of water conservation methods. “Also, Halli Berri has adopted conservation norms to uplift the local community and provide them with benefits of employment, nutritional requirement and higher standard of living conditions to ensure hygiene, and reduction of various epidemics that affect the region through its initiatives,” she said.
The Halli Berri brand has been retailed for the past three years. Currently it is sold at its flagship store ‘Coffee Barn Café’ in the Kambihalli plantation. It won the Excellence Certificate honour instituted by TripAdvisor for the third year consecutively. Moreover, Halli Berri is mainly positioned as a premium brand for high-end consumers and is on the shelves of Nature’s Basket and Mumbai’s Bagel besides can be bought on the e-commerce platform Amazon.in. The product is priced at Rs 245 for a 200 gram packet.
Kariappa concluded, “The brand is now gearing up to expand to pertinent markets where demand of gourmet and south Indian filter coffee is high.A visible trend is the competition from international brands which are seen to dominate local and national markets as they have deeper pockets to penetrate the same. Moreover there is ignorance by local consumer about indigenous coffee.”
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