Nestlé, the group behind the Nescafé brand, has expressed its aim to halt the severe fall in the price of coffee beans that is causing widespread destitution amongst coffee farmers in developing nations. By saying it will back measures to manage the supply of beans, Nestlé has broken away from its three main coffee rivals: Kraft's Maxwell House, Sara Lee's Douwe Egberts and Procter & Gamble's Folgers.