We present the first of several films from a recent trip to Peru.
The Swedish penchant for coffee is well-documented, being the second greatest consumers worldwide behind Finland. And so, with a custom dear to their heart, IKEA has gone to extraordinary lengths to source a product of distinction.
In October 2016, IKEA launched their PÅTÅR coffee range. Pronounced 'paw-taw', and meaning 'refill' in Swedish, the selection is both UTZ certified and organic - meaning a product that works both for the people producing the crop, and for the consumer. Sustainability and corporate responsibility are mandates in all that IKEA does, and Påtår coffee is no different.
Filming for the release occurred in May 2016, with a small crew travelling to Peru from Sweden for a week. Under the leadership of Martin Löfberg of the iconic Swedish coffee roasters Löfbergs Lila, the crew travelled deep into the coffee-growing regions of the north, traversing the Andes, up rough 4WD tracks, and into the Amazonas. Here, the production met the product at the source, recording the conditions and sentiment of the remote village co-operatives in festive visits.
All in all, it was a fantastic trip, with a great & hardy crew along for the tough ride, with epic vistas at every turn.
An OTW production for IKEA Food Services, the production included Director Sanna LENNARTSSON, DP Matthew GORMLY, Stills Photographer Oskar FALCK, and the good people of IKEA & Löfbergs. Originated on Canon C300.