In order to reach this ambitious target, Kraft Foods announced that it will considerably increase its sourcing of 4C Compliant Coffee and also certified coffee from other recognized sustainability standards. This commitment builds on the company’s continued collaboration with the Rainforest Alliance, another committed member of the 4C Association. Through this partnership with Rainforest Alliance, Kraft Foods was able to develop sustainably sourced coffee for brands like Kenco. In 2010, Kraft Foods purchased nearly 50,000 metric tons of Rainforest Alliance Certified™ coffee, more than half of which went to the EU coffee business.
Through increasing purchases of coffee that meet at least the baseline sustainability standards of the 4C Code of Conduct, Kraft Foods will be able to supply 100% sustainably sourced coffee beans for all its European coffee brands by 2015.
„Our commitment in coffee is a great example of how we’re making sustainability an integral part of how we do business,” says Hubert Weber, President, Coffee, Kraft Foods Europe. “Our consumers and customers care about the benefits that certification delivers. That’s good for business. As a result, we’re making a positive impact across our supply chain – from crop to cup.”
Kraft Foods is one of the founding members of the 4C Association. In coordination with other major buyers (such as Nestlé and Tchibo), traders (such as Neumann Kaffee Gruppe and Volcafe), producer organizations (such as the FNC in Colombia, Cooxupé in Brazil, Vicofa in Vietnam and EAFCA in Eastern Africa) and civil society organisations (such as Oxfam Novib, IUF), Kraft Foods participated in the development of the 4C Code of Conduct and later in the setting up of the 4C Association.
“Today’s announcement by Kraft Foods brings us closer to the goal that the 4C Association set itself at the beginning: to build a 100% mainstream sustainable coffee community by promoting compliance with, at least, baseline sustainability standards. We applaud this move and encourage other companies to take up the example of Kraft Foods and embark on a challenging and exciting sustainability journey”, said Diego Pizano-Salazar, President of the 4C Association.
4C Compliant Coffee is sourced from producing entities that are verified to work in accordance to the principles of the 4C Code of Conduct . The Code sets baseline criteria for the sustainable production, processing and trading of green coffee. As part of the Code, all 4C Members have pledged to exclude 10 Unacceptable Practices all based on international agreements and regulations. Compliance by coffee farmers to the 4C Code would for example ban the sector’s worst labour and environmental practices such as the use of forced labour or dangerous pesticides or the destruction of protected natural habitats.
As the baseline sustainability standard, compliance with the 4C Code of Conduct is often only the first move towards sustainable coffee production. Once farmers have worked with the 4C Code of Conduct, it is easier for them to step up to comply with more demanding standards such as the one of the Rainforest Alliance. There are already several examples of successful “stepping up” exercises by farmers from the 4C baseline level to Rainforest Alliance Certification. With today’s Kraft Foods’ announcement, it is to be expected that more farmers will start this exciting sustainability journey in the very near future.
Media Contacts:
For media enquiries, please contact Verónica Pérez Sueiro, Communications Manager, on +49 176 27424440 or veronica.perez@4c-coffeeassociation.org
