Nestle Maggie Coconut Story by 365dgs

A COCONUT

STORY

The Coconut Tree has been referred to as the “Tree of Life”; the “Jewel of the Tropics”; “the King of Trees”; “Tree of Abundance”; “Tree of Heaven” and the “Signature Tree of The Tropics”. In Sanskrit, coconuts are called “Kalpa Vriksha”, which means: “the tree that gives all that is necessary for living”.

A COCONUT

STORY The coconut story is a story of journeys; of seafarers exploring new territory and stumbling upon a strange and new fruit of the gods, of currents and waves that connect lands long separated through a tiny fruit that bobs its way to new shores, enriching new soil as it once gave to the land of its origin. The coconut story is also the story of a journey made, over the years, into the hearts of people - through food savoured, and hands that love making meals with the knowledge of the goodness and diversity of the coconut that is centuries old. The coconut story starts here.

ONCE UPON A TIME… Spanish and Portuguese explorers who found their way across the ocean to tropical sands saw, for the first time in their lives, the coconut palm and fruit.

In the 15th century, when Portuguese explorers found this fruit growing on Indian Ocean islands, they thought that the coconut, because of its 3 dark holes at the base of the fruit, made it look like the hairy smiling face of a monkey.

First mentioned in English print in 1555, the word ‘coconut’ was coined by these explorers who were supposed to have been inspired by the mythical hairy monster of Iberia - ‘El Coco’. The kernel and hair around the fruit probably fuelled this connection to ‘coco’, and the suffix ‘nut’ was added to refer to this seed-bearing palm.

The name, both catchy and playful, has stuck over the centuries, and it is truly the case where the contemporary world whether it is within the intimacy of the rituals of home making or cruising through the glam of global cuisine cultures - cannot be imagined without the presence of the ‘coco’ ‘nut’ tree. Botanically, the coconut palm is referred to as cocos nucifera, and is a member of the palm family. Native to the tropics, it is a significant part of the cultures and daily life of many of these regions as a result of its various decorative, culinary and other non-culinary uses. Interestingly, every part of it is put to some use. The most beautiful part of the palm, the intricate flowers, is symbolic of all that is fortuitous, and is used to celebrate the journey, more often the pilgrimage, begun with hope - a practice that is a part of the cultural landscape of a very special place in the world.

In Sri Lanka, coconut flowers, standing in brass urns, are placed in prominent positions during wedding ceremonies; ever the symbol of providence, the coconut flower at a wedding marks the beginning of a different kind of journey begun with joy.

ON A SMALL ISLAND PARADISE THAT WAS CALLED SRI LANKA. Fondly referred to as the much treasured ‘pearl’ of the Indian Ocean, Sri Lanka is located south of the Indian subcontinent, and is a part of the South Asian Region. Sri Lanka has been memorialised over centuries in terms of its beauty and abundance. In the imagination of its people and those who found their way to its shores, it will always be a ‘paradise.’ And paradise it is so rightly called: For this is the land that bursts with a thousand colours - the many shades of blue that make up the sea that surrounds the island, special and specific to the coast at which you meet the sea; the cocktail of orange, purple and red that accompany the rising and setting sun, glorious and unique every time; the dazzling gold of the paddy fields where the Sri Lankan staple of rice grows and sparkling greens that shade the vibrancy of the tea country way up in the hills.

“… from whatever direction it is approached, [the island] unfolds a scene of loveliness and grandeur unsurpassed, if it be rivalled by any land in the universe.”– Sir James Emerson Tennent [historian] in Ceylon: an account of the island (1860).

This is a land of history, heritage and ancient grandeur coupled with natureâ&#x20AC;&#x2122;s gifts of landscape, wildlife and blue skies on sunny days. It is home to the sacred cities from the ruined Anuradhapura (capital of the island dating back to the 3rd Century BC and one of the medieval worldâ&#x20AC;&#x2122;s leading metropolises) to the city of the now urban Kandy (the city of the sacred tooth relic), monasteries, cave temples, rock citadels famous for frescoes and mirror walls on which graffiti poetry by travellers of centuries ago is scribbled; it is home to the elephant, the leopard, the dolphin and the whale, even the monkey, 242 different types of butterfly and the magnificent cobra. The moment of arrival in Sri Lanka, or as Sri Lankan, is defined by when youâ&#x20AC;&#x2122;ve buried your feet in the sand on a beach as you sat in the shadow of a coconut palm that is the idyllic moment of island living. Experience this and you know you have become a part of the soul of the country of the everlasting smile.

The sparkling Sri Lankan smile has lured many over the centuries - traders, travellers and even colonial powers that arrived on the shores of paradise intoxicated by the hint of spice and the aura of possibilities. And, although today, this island nation stands proudly as an independent state, Sri Lanka has had a history of colonisation under the Portuguese, the Dutch and the British from the year 1505, until its independence in 1948. Sri Lanka, known as Ceylon under colonial rule, experienced the longest years of colonisation under the British since 1796. This period, despite the country not having sovereignty of state was a time of economic momentum, which gave birth to many industries that remain significant in the country’s contemporary economic context. The tea, coffee and rubber plantations are the forerunners in the history of industry in the country, which sparked the interest and motivation of many tradespeople worldwide to invest in importing these agricultural products from Sri Lanka.

This also created the pathway for the coconut industry in the country to flourish, and today, along with tea contributes significantly to the island’s economy. “… from whatever direction it is approached, (the island) unfolds a scene of loveliness and grandeur unsurpassed, if it be rivalled by any land in the universe.” - Sir James Emerson Tennent (historian) in Ceylon: an account of the island (1860).

THERE GREW A FRUIT THAT WAS THOUGHT TO BELONG TO THE GODS. 10

The life-sustaining coconut tree, often called the Tree of Life, is integral to Sri Lankan culture and daily living, and is one of the most distinctive features of the island’s landscape. Legend has it that the coconut reached the west coast of Sri Lanka from across the sea, and taking root in a soil that it thrived in flourished across the country. As far as the history of this country can be traced, the coconut palm has been a plant that has drawn the interest and curiosity of both royalty and rural communities and there are many fascinating legends and folklore associated with its origin. The coconut even has a special mention in the ancient historical text - the Mahavamsa of Sri Lanka, dating back to the First Century BC. Even the Chinese monk, pilgrim-traveller and writer, Fa Hien in his journey to the country in the Fifth Century writes of the Sri Lankan coconut. This extended history hand in hand with current explorations has allowed growers to perfect the art of coconut growing in order to guarantee as far as is possible the balance of flavour that the Sri Lankan coconut is world renowned for. Popular belief holds that the coconut tree is a “tree from heaven which gives all that you desire” – which by extension makes the coconut truly the fruit of the Gods.

The long relationship between the coconut fruit and Sri Lanka means that coconut growing is as much a tradition that has been handed down through generations and expert growers as it is a modern practice still being perfected through research conducted at the Coconut Research Institute that is based in Sri Lanka.

Not all Sri Lankan coconuts are the same. There are many different types of coconuts, but the ones grown in the coconut triangle region of Sri Lanka produces the best flavour of any coconuts across the globe. The palm, that seems to grow best in the world’s tropical regions, is known to flourish in sandy soil with regular rainfall and abundant sunlight - and in the country where children still play cricket on the streets in hot afternoon sun and make paper boats for unknown adventures in monsoon rainfall, the coconut tree has truly found its home sweet home. In Sri Lanka, folklore has it that the coconut tree - a tree with a heart - grows best when planted near human habitation and within reach of the human voice. Thus, earning the tree the reputation of being one of the luckiest trees to be grown in the vicinity of one’s home.

In fact, Sri Lankans know that they live in ‘coconut haven,’ and they love their coconuts so much so that only about 20% of the country’s harvest is available for export in various value added forms to other parts of the world. Eighty percent of the harvest is consumed within the country in various forms on a daily basis! Sri Lankans know how precious these coconuts are, and they will always hold on to a good thing.

NESTLÉ JOURNEYS FROM ACROSS THE SEAS TO A PARADISE FULL OF FLAVOUR. Nestlé extended its operations to this small but resourceful island, way back in 1906. And, since those first steps taken in paradise, Nestlé Lanka has been an integral part of the local community for over a century with over a 100 products in its portfolio with the majority of these products being manufactured at Nestlé’s state-of-the-art manufacturing facility located in Pannala, Sri Lanka. From the humble beginnings of a trading company founded in 1906, Nestlé Lanka is proud to be one of the leading Food and Beverage companies in Sri Lanka today, providing direct employment to almost 1200 people and positively impacting the livelihoods of over 20,000 distributors, suppliers, farmers and their families.

Nestlé Lanka’s corporate ambition is to be the recognized leader in Nutrition, Health and Wellness - which is captured in the simple phrase ‘Good Food, Good Life.’ Nestlé Lanka aims to make our consumers’ lives more pleasurable because our products not only taste better but are made from the very best quality ingredients and seek to provide a superior nutritional profile. Sri Lanka, blessed by nature, provides the perfect climatic conditions for high quality coconut growing, impacting the richness of flavour in the fruit. Even with the threat of climate change, which is a contemporary challenge worldwide that could affect coconut growing countries, research and development measures are being taken to understand the nature of this change, while working to preserve the exotic flavour of the Sri Lankan coconut, unparalleled in its rich taste, aroma and texture.

With its infamous ‘Coconut Triangle’ located on the west coast that spans the Colombo, Kurunegala and Puttlam districts where the best grades of coconuts have been growing for centuries, Sri Lanka’s place on the map as a forerunner in coconut growing is sealed. Sri Lanka’s long history of knowledge and practice when it comes to coconut growing, and its natural near-perfect climate just right for the coconut palm is truly the combination needed to produce a flavour that satiates, inspires beautiful cooking and visionary philosophies on food and life.

NestlĂŠ, today, is one of leading nutrition, health and wellness companies in Sri Lanka.

Making many a spoonful of pure perfection… Inspiration for the work of Nestlé is drawn from the simple philosophy ‘Good food, Good life’; it focuses on what’s important highlighting the value of nutrition and the sheer joy of living. Always an organisation that has its heart the joy of inspiring people, what they eat and how they live, Nestlé Lanka’s pioneering efforts with Coconut Milk Powder manufacturing, product development and innovation recognizes the value and diversity of the coconut echoing the stirring founding moments of Nestlé so many years ago. When Nestlé Coconut Milk Powder was originally developed a little over 25 years ago at the Nestlé Research Centre in Singapore, Sri Lanka was the obvious choice of location for this premium product. Recognizing the need for easy living - as significant as a healthy lifestyle, Nestlé Lanka was keen to offer a solution by way of product innovation. And thus, the support of Nestlé’s research and development centre in Singapore was enlisted in a task to create perfection in a product. With the vision to redefine the world’s approach to coconuts, spray-drying technology was developed to create the quality coconut milk product, MAGGI Coconut Milk Powder delivering convenience and versatility.

It must indeed be something magical that eases labour, and leaves only the love that is expressed in the phrase ‘labour of love’ that quite easily describes the ritual of cooking. Introduced as an alternative solution to traditional coconut milk extraction done for cooking, Nestlé Lanka’s Coconut Milk Powder is a product designed to revolutionise, impacting lifestyle for the better. Truly a product of modernity, its creation celebrates vision, innovation and the homemaker - recognizing the need to resolve her dilemma of balancing the incessant daily demands made of her, which is compounded by the long hours spent in the kitchen engaged in the preparation of a delicious, traditional meal for the family. The convenient powder formula has fast gained popularity and acceptance as a substitute to fresh coconut milk extract, both here at home and abroad. The secret of this popularity is simply the perfection in taste, developed over years, which preserves the authenticity of the coconut flavour, despite the non-traditional preparation. Today, with the concept of home food consumption as lifestyle rapidly catching up, MAGGI Coconut Milk Powder has not only served as a miracle solution for homemakers, but has also impacted the culinary practice of many experts in the field worldwide.

Behind every one of Nestlé’s products is a team of scientists, product developers, designers, nutritionists, consumer service representatives and regulatory affairs specialists. Innovation is one of Nestlé’s key competitive advantages.

APPLICATION

IDEAS

Here begins a success story-the â&#x20AC;&#x2DC;happily ever afterâ&#x20AC;&#x2122; of a product defined by versatility and goodness.

Since Nestlè’s first manufacturing plant was set up in Sri Lanka in 1983 and it began commercial production for Nestlè Lanka in 1984, this state-of-the-art factory today manufactures over 90% of all Nestlè products sold in Sri Lanka. It is against this landscape of production that Coconut Milk Powder, the product that revolutionised kitchens, culinary practice and lives both locally and the world over came into being. The product is marketed under the culinary brand MAGGI that has given Nestlè Lanka a leading competitive advantage in export markets over other brands.

Exported to over 50 countries worldwide, today Nestlè Lanka is not only the world’s largest producer of Coconut Milk Powder, it is also the leading exporter of the product in Sri Lanka. Some of the Affiliate markets that joined hands early in achieving this resounding success includes NestlÈ Middle East Region, Nestlè Caribbean region, Nestrade (European Region), Nestlè India, Nestlè UK, Nestlè Japan, Nestlè Australia and our latest addition to the list, Nestlè East Africa.

Having harnessed existing knowledge and expertise in full cream milk powder production, the manufacturing process of this product begins in experienced hands and tried and tested mechanisms and strategies. MAGGI Coconut Milk Powder exclusively uses freshly procured Sri Lankan coconuts to ensure a fresh, delicious and distinctive taste. Consumers simply have to add warm water to the product for the instant preparation of coconut milk, which can then be added to any recipe - including mouth-watering curries, desserts, beverages and more.

It also provides an easy to use smooth, creamy texture, which is an excellent ingredient base for many industries such as confectionary, bakery and beverages. The Coconut Milk Powder manufacturing process takes place at the company’s state-of-the-art factory in Pannala. This is the only factory in the entire Nestlè world that manufactures Coconut Milk Powder. At Nestlè Lanka, this is a source of great pride and achievement.

Today Nestlè is the world’s largest and most successful exporter of Coconut Milk Powder, and by charting the course of the product under the MAGGI brand Nestlè has succeeded in reaching a very wide global consumer base in over 50 countries with resounding success.

Making a world of a difference to the communities served In colloquial expression, Creating Shared Value communicates as Nestlè Lanka’s desire to benefit society in the places where they operate in a sustainable and mutually beneficial way. Creating Shared Value is thus at the heart of how Nestlè Lanka runs its business, and the company has determined that the areas of greatest potential for Creating Shared Value for society and Nestlè are water, rural development and nutrition. These activities are core to Nestlè Lanka’s business strategy and vital to the welfare of the people in Sri Lanka. For Nestlè Lanka, CSV has become the way they do business. They say if a man is hungry, don’t give him a fish, give him a rod. In the same way, they believe that it is not enough to feed a man for a day, but that it is far more practical and beneficial to empower communities to be able to generate their own income in a sustainable and independent manner. By providing communities with the means and education to develop their own livelihoods, Nestlè Lanka makes it possible for them to not only enhance the quality of their lives, but also those of the future generations. A forerunner in operating its business in line with the concept of ‘Creating Shared Value,’ Nestlè Lanka has accelerated its strong commitment to local sourcing and rural development over the years. Manufacturing over 90% of its products sold in Sri Lanka locally, the ‘Good Food, Good Life’ in 2012, Nestlè Lanka reached the highest ever contribution to the rural community in its history, paying out LKR 4 billion (approx. USD 31 million) to more than 23,000 local farming families for the procurement of raw materials such as fresh milk and coconut for its leading food and beverage products.

The concept of CSV states that for a company to be successful over time and create value for shareholders, it must also create value for society.

As the world’s largest exporter of coconut milk powder, Nestlè Lanka also contributes to the livelihood of over 5000 coconut-farming families across the country by way of coconut purchases amounting to over 50 million coconuts annually. The country’s largest private sector collector of fresh milk, Nestlè Lanka procures fresh milk from over 18,000 farmers every day. The company has worked closely with relevant authorities over the years to assist local dairy farmers in increasing the quantity and quality of their yield; thereby helping to reduce the country’s dependency on milk powder imports. Nestlè Lanka is hailed widely across Sri Lanka as the ’local multinational’ for its significant contributions towards developing the country’s rural sector. The world’s leading food and beverage company has won a number of awards and accolades to its name in honour of strong economic and social contribution to the country. Nestlè Lanka has been a strong partner in the growth and development of Sri Lanka in times of both prosperity and economic downturn. The company has placed fresh focus on rebuilding rural economies since 2009, particularly in the lesser-developed North and East areas of the country. Recognising the positive ‘re-emergence’ of Sri Lanka and its opportunities for growth, Nestlè Lanka has even committed to a LKR 10 billion investment in the country over the next few years.