The plant-based leader is introducing a free stock initiative to help businesses get back up and running when they reopen, as well as engaging in a social media campaign with baristas to keep the coffee conversation going during lockdown.
Coffee shop owners can contact Alpro to request a supply of its ‘For Professionals’ plant-based drinks, which will be delivered in partnership with wholesalers once businesses reopen.
“Our independent coffee shops are facing unprecedented uncertainty right now as a result of Covid-19, and many are dealing with significant financial challenges,” says David Jiscoot, Marketing Director at Alpro UK & Ireland.
“We want to do all we can to alleviate these pressures once we are through the other side of this, and we hope that setting up a free supply of our plant-based drinks range will take some of the pressure off cash flow – and help small businesses that are most in need to get back up and running as quickly as possible.”
Alpro will also be commissioning 100 baristas around the UK to create engaging, plant-based inspired posts for coffee lovers missing their usual coffee shop fix.
“We’re teaming up with baristas to give people coffee-related content to enjoy from home while they’re waiting for their favourite local coffee shop to reopen,” explains Jiscoot.
“Our independent coffee shops may be closed right now, but we’re keen to keep excitement in barista-made coffees high, and ensure people look forward to the next time they can enjoy their favourite serve from their favourite local barista once businesses are allowed to open their doors.”
In addition to the free stock initiative and barista campaign, Alpro is also developing an ‘In It Together’ fund to offer immediate financial aid to independent coffee shops who are facing severe hardship amidst the UK’s current lockdown.
“We know that coffee shops are in need of our help right now and we want to do whatever we can to help businesses get through this period of lockdown. So we’ve enlisted the help of UK Coffee Week to see how we can get funds directly to coffee shops as they need it most,” says Jiscoot.
Jeffrey Young, Founder of UK Coffee Week, adds: “The coffee industry has been severely affected by the Coronavirus pandemic, and we’re delighted to be working with Alpro to provide support to the independent trade at this critical time.”
Details of the fund will be made available by the end of April.
Applications for the free stock initiative can be made via the Alpro website from 30th April. Requests will be fulfilled on a first-come, first-served basis. For any questions about the initiative in the meantime, please contact coffeehelp@alpro.com