It has been said that **crises are promoters of great changes**, regardless of where you look at them. Currently, in the face of this global health and economic crisis, we are living through difficult times, of changes in all spheres of human development. But, once we have passed this, we will know about people who achieved great things or about companies that in the middle of the crisis were catapulted. I bring a couple of clear examples of how in the midst of situations of financial chaos, great projects were achieved, which are still in force and generating much profit for their creators. In this first post I will talk about a product that occupies a prominent place worldwide, and is known and consumed in more than 200 countries in the world, in this case I talk about: ##### NESCAFÉ

![image.png](https://files.steempeak.com/file/steempeak/josevas217/8bEDyD2B-image.png) _{[Source](https://pixabay.com/es/photos/caf%C3%A9-copa-granos-de-caf%C3%A9-171653/)}

Yes, that famous coffee powder that in a matter of seconds, just by diluting a spoonful of it in a cup of water you get a nice coffee. Many people know it but the story behind it is impressive, and as I said before: ...emerged in the middle of the world economic crisis, during the so-called *Great Depression* back in the 1920's, with the intention of supporting the value of surplus coffee beans in Brazil, the world's leading coffee producer.

![image.png](https://files.steempeak.com/file/steempeak/josevas217/9SCIi3wr-image.png) _{[Source](https://www.elboletin.com/noticia/184742/mercados/caida-historica-de-las-bolsas-con-wall-street-a-la-cabeza-por-el-panico-al-coronavirus.html)}

###### So, here's the story: # In 1929 the Wall Street Stock Exchange registered its biggest fall in history, affecting all the world markets, a crisis that lasted for about 10 years. Faced with such a situation, Brazil, which by that time was already the great coffee producer that it still is today, worried about the possible loss of its tons of beans that was coming due to the decrease in the purchase of coffee and the collapse of prices, contacted the Transnational **Nestlé** to create a product that would allow them to maintain the flavor of coffee intact, durable, easy to prepare, thus guaranteeing the protection of their beans. The company accepted the challenge and entrusted its coffee specialist, Max Morgenthaler, with the task. Max and his team invested almost 9 years to achieve the mission, but they succeeded. In 1938 Nescafé was launched, first in Switzerland and was a resounding success, instant coffee, delicious, easy to prepare. ![image.png](https://files.steempeak.com/file/steempeak/josevas217/isI4aIiI-image.png) _{[Source](https://www.atriainnovation.com/materiales-la-campana-nescafe-dec-bbdo/)}

A fact about the origin of his name: **NES** from **NEStlé** and **CAFÉ**, well... I don't think this needs to be explained he, he, je

![image.png](https://files.steempeak.com/file/steempeak/josevas217/n10hqCxY-image.png) _{[Source](https://pixabay.com/es/photos/tumba-de-soldado-graves-la-guerra-67510/)}

But even though it seemed that everything was going very well, in 1939 the Second World War began, something that also affected the world markets, however, this was taken advantage of by the company, and the product they had just created had some very remarkable characteristics for use by the troops, instantaneous, easy to prepare and tasty. So it quickly became one of the components of the American troops' rations. After the war, this product was exported to the United States and Europe, and is now taken almost everywhere in the world. **It's the most widely consumed instant coffee.** And just as I said at the beginning of this publication, it came about as an idea at a time of world crisis, and once it became a reality, another crisis, this time a war crisis, became present, but rather the conditions - unfavorable for many - were used to make it known. #### What do you think of this story? We are all affected and concerned by what we are experiencing now, but, there are ways forward, no doubt, it is a question of knowing how to look, of **focusing on the solution and not on the problem...**

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