‘MY OWN BUSINESS’: Providing entrepreneurs with training and tools to manage their own enterprise. Nestlé has launched a new programme to encourage entrepreneurship in Central and West Africa.
The ‘My Own Business’ initiative is led by Nestlé Professional, the Nestlé business that supplies the food service out-of-home industry.
The programme aims to boost the Nescafé coffee brand in busy public areas such as open markets, stadiums and bus stops, while helping operators appointed by Nestlé Professional to manage their street-vending business.
It also creates job opportunities for unemployed youth in the country.
“The initiative is a great way to build entrepreneurial spirit and boost the lives of young people and their families, while getting closer to our consumers.” said G.G. Pillai, Country Business Manager of Nestlé Professional for the Central and West Africa Region.
Training and development
‘My Own Business’ gives operators the tools and expertise to run their own enterprise.
They are given training on sales, management, hygiene standards, safety requirements and quality levels.
Each operator recruits and employs about 8-10 street sellers from neighbouring communities.
Operators organise daily vending locations, set targets and working hours, manage payments, ensure product safety and maintain equipment.
Nestlé Professional also helps operators find safe and clean kitchen areas to run their business from.
‘Ambassador of brand’
“Each operator and street seller is an ambassador of the Nescafé brand,” said Richard Apaloo, Regional Branded Beverages Manager of Nestlé Professional in the Central and West Africa Region.
“The new programme allows operators to provide for themselves and their families by independently running their own business.
Sellers manage their own time and enhance their career prospects.”
The initiative is a great way to build entrepreneurial spirit and boost the lives of young people and their families, while getting closer to our consumers.G.G. Pillai, Country Business Manager of Nestlé Professional for the CWAR.
Move freely
Each Nescafé vendor is given a kit which includes a coffee dispenser they can strap on their back.
They receive Nescafé products, such as Classic and 3-in-1, hot water flasks, disposable cups, and a branded vest and hat.
The light and easy-to-handle Nescafé kits allow the street sellers to move freely through the busy streets.
Activities are overseen by Nestlé Professional who provides operators with equipment, guidance and extra training.
‘Simple yet effective’
A total of 58 operators have joined the programme in Burkina Faso, Côte d’Ivoire, Cameroon, Ghana, Nigeria and Senegal.
Over 500 new operators from other countries in Africa are expected to join by 2014.
About 450 recruits have joined and over 1,000 new recruits are expected to join by the end of the year.
“The coffee market is growing at a rapid pace in this emerging market,” added Mr Apaloo.
“We want to meet these demands by using a simple yet effective way to reach out to more consumers wherever they are.”
Complementary
The ‘My Own Business’ programme was created in summer 2011 to help Nescafé reach more consumers during peak times of the day.
It complements Nestlé’s successful ‘pushcart’ initiative which sees sellers use pushcarts to provide hot Nescafé drinks to consumers in local markets and neighbourhoods.
More than two-thirds of Nestlé Professional’s coffee beverages in the region are sold in this way.
Related information:
Nestlé Professional
Read more about Nestlé Professional:
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Nestlé Professional signs new acquisition in Scandinavia and Finland
Read more about Nestlé in the Central and West Africa region:
Nestlé opens first Shared Service Centre in Africa
Nestlé opens new CHF 87 million factory in Nigeria
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