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Soul Of Coffee

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Start Date:12th July 2013
End Date:3rd November 2013
Soul Of Coffee

The internationally renowned humanist photographer Reza shows the daily lives of coffee cultivators in a series of reports entitled Soul of Coffee, on the occasion of the 10th anniversary of the Nespresso AAA Sustainable Quality Program.

During a journey through Colombia, Guatemala, Brazil, India and Ethiopia, Reza became aware of the daily lives of these men and women who cultivate, pick, dry, and sort out the coffee beans one by one, the first agricultural product exchanged throughout the world. Through a series of visual stories, he shows the human hand present at every stage of the process behind a cup of coffee: "I hope that this photographic testimony will allow each individual to see the faces of the human beings who contributed to the making of their daily cup of coffee."

As well as the demanding nature of their work, Reza captures the living conditions of these workers of the earth, as well as their beauty and dignity: “Beauty is the most important thing to me; I search for it every day in people’s souls. I hope that the beauty of these portraits reveals the essential role that these cultivators play in the quality of coffee, they are the soul of coffee.” In addition to the fate of these individuals, he also captures collective moments where he tells the story of rural communities and their rituals, traditions, and family life.

After investigating the impact of the Nespresso AAA Sustainable Quality Program, Reza embarked on a four month reportage. The sustainable development program launched in 2003 by Nespresso, in collaboration with the NGO Rainforest Alliance, is directly connected with agricultural communities and more than 52,000 farmers. It aims to ensure the supply of the highest quality coffee and sustainability of the coffee supply chain, while contributing to the improvement of living standards for the cultivators and their families.

These visual reports will lead to a series of international events. A selection of images will be displayed in all Nespresso boutiques around the world. Major cities will host outdoor exhibitions honoring the human chain at the origins of coffee. London will be one of the cities hosting the exhibition Soul of Coffee in the Kew Royal Botanical Gardens starting on July 12th 2013 for a four months period. Five short videos will be generated, along with a beautiful book on photography published at the end of September.

Image copyright Reza.

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