How Nespresso Wins in the U.S. Market

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While ubiquitous in Europe, the Nespresso brand has worked hard to make inroads in the U.S. market. How does the direct-to-consumer coffee company view the modern consumer, and how does it plan to continue its growth in the years to come? Nespresso vice president of marketing Jessica Padula joined The Food Institute Podcast to discuss the company’s history, its unique place in the coffee vertical, how it views loyalty, and how omnichannel offerings are key to its success.

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More About Jessica Padula:
Jessica joined Nespresso USA in 2016 as Manager, Social Media. When she joined, she brought a unique combination of luxury, CPG, and food & beverage experience, having worked on brands such as Swarovski, Horizon Organic, Pantene, COVERGIRL, and Downy. During her tenure at Nespresso, Jessica led a variety of meaningful brand moments and campaigns, including the launch of Cafecito de Cuba, the George Clooney Puerto Rico recovery campaign, and the U.S. Vertuo “What Coffee is Meant to Be” strategy. In 2018, Jessica was promoted to the role of Director of Brand Communication overseeing Integrated Marketing, Paid Media, PR & Corporate Communications, Experiential Marketing, Social & Influencer Marketing. In this role, Jessica helped connect the global Nespresso brand strategy with our local US insights and consumer needs, specifically steering the localization of our brand purpose through the launch of Festive for Good and The Things We Hold platform. She has long been a champion of creative efficiency, implementing tools such as the Opal CMS, the Comms Hub, and the US Content Suite in 2021. Jessica has a proven track record of delivering results-oriented marketing and communications plans that build lasting, emotional bonds with consumers.

More About Nespresso:
Nestlé Nespresso SA is the pioneer and reference for highest-quality portioned coffee.  The company works with more than 140,000 farmers in 18 countries through its AAA Sustainable Quality™ Program to embed sustainability practices on farms and the surrounding landscapes.  Launched in 2003 in collaboration with the NGO Rainforest Alliance, the program helps to improve the yield and quality of harvests, ensuring a sustainable supply of high-quality coffee and improving livelihoods of farmers and their communities.

In 2022, Nespresso achieved B Corp™ certification – joining an international movement of 6,500 purpose-led businesses that meet B Corp’s high standards of social and environmental responsibility and transparency.

Headquartered in Vevey, Switzerland, Nespresso operates in 74 countries and has over 13’000 employees. In 2022, it operated a global retail network of 791 boutiques. For more information, visit the Nespresso corporate website: http://www.nestle-nespresso.com.

View Nespresso’s New Vertuo Line of Coffee Machines: https://www.nespresso.com/us/en/vertuo-coffee-machines

Learn More About Nespresso’s Mental Health Partnership: https://www.prnewswire.com/news-releases/nespresso-partners-with-project-healthy-minds-to-help-destigmatize-mental-health-and-encourage-expanded-access-to-care-301812566.html