Nescafé Street Barista – Creating Opportunities for Street Vendors in Thailand

Thais love their cuppa coffee, and in the sweltering heat, a glass of ice coffee can be especially refreshing. Street vending in Thailand is part of local culture and one can find a lot of independent street stalls selling beverages. In 2006, Nestlé discovered the huge potential of street Baristas and invited a group of vendors to discuss how Nestlé could create value for them and improve their standard of living Most vendors were keen to learn how to provide professional service and market their products better. Thus, Nestlé organised a workshop for vendors who were trained on a variety of issues ranging from basic operations such as safety and hygiene, taste, decoration and merchandising to retaining customer base. In the past three years, this initiative has expanded tremendously, with a huge wave of interest in 2008-2009 following a massive layoff from factories due to the economic downturn in Thailand. Nestlé has created income opportunities for 750 new street entrepreneurs who sell beverages in kiosks, push-carts, or mopeds. As street vending is not taxed, a vendor can earn as much as a factory worker working 6 days a week, and on a very good day, earn as much as a management executive. This programme is now supported by the Ministry of Labour in Thailand and co-sponsored by the Bank of Agriculture and Agricultural Cooperatives (BAAC), and has been selected by the Thai Government as part of the Fast Track Fund Support Programme for the unemployed. Nestlé hopes to recruit 600 new entrepreneurs by the end of 2009 and is aiming to reach 1,000 new vendors in 2010.  A win-win approach for the street vendors as well as for Nestlé!