Seated on deck chairs around the back of the lively illy stand, to the backdrop of the loud music and bustling festival – and plied by illy’s zero waste soft serve ice cream and espresso martinis – I quizzed Franco on the importance and significance of regenerative agriculture and its certification.

Franco explained that illy is the first brand with the complete certification, meaning that all the steps throughout the company’s supply chain are audited and certified. Not only is illy’s Brasile Arabica Selection Coffee Regenagri certified, but so is the company itself. Therefore, any other coffee illy sells that comes from Regnagri certified farms, via a certified producer, is also covered.

When certifying farms, Regenagri looks at the full set of criteria, whether that be soil health; reduction in use of water and energy; biodiversity; use of fertilisers; intercropping; or conservation efforts. They are all measured and assessed and scored against, said Franco. Farms or businesses need a Regenagri score of 65 per cent to achieve the certification. “We look at the whole picture. Consider it like a puzzle, where each of the components has weight, and each of the components is measured and verified for improvement, and everything together gives the final result of the Regenagri certification,” said Franco. He added that, crucially, the programme requires improvement every year: “you cannot be certified Regenagri and let things stay,” he said, and this is what drives the impact of the certification.

This improvement is crucial and needs to be tangible. If a company does not improve, Regenagri requires it to submit an improvement plan to shape their strategy. Franco explains that they don’t want to immediately cut companies out that haven’t improved, because farming is more complicated than that. If improvement is not seen in the first year, they have to submit an improvement plan, which is verified the following year. If they are still not able to achieve results, they cannot stay in the programme and remain Regenagri certified. “I think it is a fair balance between helping them and giving them some urgency as well,” commented Marco.

And there is urgency for these changes, especially in coffee. “There is strong power from both sides [consumer and company] to engage with the farmers and with the suppliers, and to reward them for their efforts to do better farming, and then also the power towards consumers to convey the right message,” said Franco. He added that consumers are getting increasingly aware and knowledgeable about sustainable farming and the environment, but they need to be much more informed about regenerative farming. Brands that take on the Regenagri certification and display it on their products are part of this consumer education.

Each company that is working towards or has achieved a Regenagri certification will have entirely context specific plans. What this means, Franco explained, is that each of the criteria is assessed based on the specific context, which region, which climatic area, the type of soil where they are farming. Different areas will have different needs and priorities and the Regenagri plan can be adjusted accordingly.

I then asked about whether the new EU Deforestation Regulations (EUDR) is expected to impact Regenagri’s work in any way, or if it’s being welcomed with open arms. Franco responded that “the eligibility criteria of the Regenagri standard for farms has always included the checks to see if the applicant has been involved in deforestation or conservation; it’s been there since the beginning …, so basically the EUDR is embedded into the original standard.”

While regenerative agriculture practices are recommended to all kinds of farming, Franco explained that there is special potential in coffee. “In this case in Brazil, the reductions of carbon footprint for coffee is actually nearly double what is achieved in other arable crops.” He added that “in Brazil, I think there are approximately 50,000 hectares of farms that are certified. If you put them all together, in one year they have essentially reduced [the equivalent of] ten per cent of the carbon footprint of London.” When companies first start on their regenerative agriculture journey, there is huge room for improvement, then as they improve “the curve flattens a bit,” but the impact is great.

It is all moving in the right direction, companies and farms just need to be educated and motivated to make the change. When I asked whether Franco thought that governments should be doing more to incentivise and perhaps subsidise regenerative agriculture transitions, Franco commented, “I’m not always in favour of subsidising something; I’m more of a believer of letting the system create value by itself. Subsidising usually means creating a bubble,” he said, emphasising it is more important for a true economic system to be developed to support the regenerative supply chain, where value and impact is recognised.

Hopefully, going forward, we will see many more companies being certified by Regenagri, especially in coffee and tea where there is huge potential, as well as already existing practices that champion regenerative agriculture. Steps like this by the big coffee and tea organisations are essential at this stage to safeguard our industry.

• Kathryn Brand, associate editor, Tea & Coffee Trade Journal.
  Keep in touch via email: kathryn@bellpublishing.com Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal

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The BPI certification confirms that the Melitta Cone Coffee Filters are crafted using materials that are compostable in commercial facilities that accept compostable products. By choosing these filters, coffee lovers can now relish their favorite brew while actively participating in efforts to reduce waste and protect our planet.

In addition, Melitta is proud to highlight its partnership with the Forest Stewardship Council. The FSC certification ensures that the paper used in the Melitta Cone Coffee Filters is sourced from responsibly managed forests. By prioritising sustainable forestry practices, Melitta contributes to the preservation of ecosystems and the livelihoods of local communities.

The introduction of these new sustainable certifications aligns with Melitta’s long-standing commitment to sustainability and its dedication to providing eco-friendly solutions. By opting for the Melitta Cone Coffee Filter, consumers can take an essential step towards a greener and more sustainable coffee experience.

As part of its creation of environmentally conscious products and packaging, Melitta has worked to incorporate eco-friendly practices throughout its operations. The brand’s coffee roasting facility in Cherry Hill, New Jersey has been run by solar panels since 2017, which produce 563,385 kilowatts of clean energy annually – an estimated annual environmental benefit equivalent to the planting of 50,942 trees, the conservation of 367,425 gallons of water and the removal of 1,017,767 pounds of CO2 from the earth’s atmosphere.

“As a brand dedicated to sustainability as one of our guiding values, we continue to innovate within our supply chain to align with stringent global standards set by organisations like the FSC and BPI,” said Donna Gray, sustainability director at Melitta. “Paired with corporate volunteerism and giving back through our partners, our commitment is to work towards the pursuit for better coffee and a better planet.”

Throughout its more than 20-year partnership with American Forests, Melitta has planted over 600,000 trees in landscapes across the country, making a substantial difference for wildlife, people and the environment. Melitta’s newly unveiled “One Million Tree Challenge” is another remarkable initiative. In this challenge, the brand pledges to match every tree donation made on the Melitta website until its goal of planting one million trees is achieved. 600,000 trees have helped restore an estimated 1,500 acres of forest. By the time they are fifty years old, these forests will have stored an estimated 174,000 metric tons of carbon dioxide equivalent in their roots, stems and trunks. This is equivalent to the emissions from burning 19,579,161 gallons of gasoline or emissions from 21,930 homes’ energy use for one year.

The new Melitta Cone Coffee Filter packaging with BPI and FSC certifications is appearing in stores nationwide. To learn more about Melitta’s pursuit for better coffee and a better planet, visit shoponline.melitta.com. For more information on the brand’s global sustainability initiatives, visit melitta-group.com.

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With corporations beginning to grasp that sustainability and corporate social responsibility (CSR) are important to customers and for the long term future of businesses, company claims of achievements and action plans are everywhere, alongside, of course, accusations of greenwashing. Which is why it is increasingly important for businesses to have certifications against their claims, to enlist consumer and stakeholder trust. Whether it be Fairtrade, Rainforest Alliance, organic, B Corp, non-GMO or vegan, consumers and company partners are looking for the certification labels, especially within the tea and coffee industry.

Certifications are notably prolific in the tea and coffee value chains. With 17 percent of tea, globally, certified Fairtrade, organic or Rainforest Alliance, and 25 percent of global coffee certified by these or similar schemes, according to Ethical Consumer (ethicalconsumer.org). This may be due to the fact that many tea- and coffee-producing areas are in developing countries, as well as the way in which both products are marketed to consumers; the origin of the tea and coffee is often one of its main selling points and helps the consumers build a narrative of the product before deciding to make the purchase. By instilling this focus and painting a picture of where the tea or coffee grew and was farmed, it is natural for consumers to want to imagine it with fair working conditions, nature friendly processes and beneficial to its local area, socially and environmentally. Amanda Archila, executive director, Fairtrade America, explained, “Coffee and tea are two critical commodities for Fairtrade. Globally in 2021, Fairtrade worked with 872,916 coffee farmers, and 400,402 tea farmers and workers. Premiums earned across coffee and tea amounted to over USD $102 million. We partner with traders, roasters, brands, and retailers around the world to ensure Fairtrade is easily accessible to consumers.”

As one of the biggest players in the tea and coffee certification field, Fairtrade as an organisation facilitates equitable and sustainable trading for producers in developing countries, working with co-operatives, businesses and governments. It does this by enforcing a Fairtrade Minimum Price for when the market price drops, as a safety net for producers, as well as an additional fixed Premium payment to be paid on top of the market price, to be invested in producers’ local communities.

It is an organisation and certification that is seeing a lot of growth; “The number of certified tea farmers in the Fairtrade system has been gradually increasing over the past few years: up to 347,000 in 2021 compared with 319,500 in 2019, in diverse origins,” commented Amy Collis, senior sustainable sourcing manager, Fairtrade Foundation.

Archila added that recognition among consumers has also increased: “Since 2019, recognition of the Fairtrade label has jumped by 118 percent among US shoppers,” demonstrating the building consumer interest in certified products. Archila continued, “Gen-Z shoppers showed the highest increase in recognition of the Fairtrade label among all age groups: 18-24 year olds who recognised the mark jumped by 121 percent, from 33 percent in 2021 to 73 percent in 2023. And millennial shoppers (25-34) are the most frequent purchasers of Fairtrade products.”

Archila agreed that “in the broader world of sustainability products, consumer awareness is definitely in the mainstream. Eighty-six percent of shoppers recalled seeing a sustainability or ethical label on a product while shopping. We also see this consumer connection to sustainable and ethical products growing stronger in the future.”

While the Fairtrade certification is seeing growth worldwide, Collis explained that the UK is currently the biggest market for Fairtrade tea, holding a share of 62 percent of Fairtrade tea sold globally. Collis said this was due to strong commitments from retail partners, “with Marks & Spencer, Waitrose and Co-op all having a 100 percent Fairtrade commitment on tea and coffee.”

Image: Kloth & Köhnken

Duncan Gray, head roaster and managing director, Bay Coffee Roasters, a west Wales, UK -based roastery, explained why the Fairtrade certification is important to his company: “Fairtrade is often far more than paying a good price to the farmer and also their workers, many of the Fairtrade cooperatives that we have worked with have community initiatives providing training and education for the families, health care and often other improvements to the local area.”

Consumers embrace organic

Bay Coffee Roasters’ other major certification that it champions, is organic, which often goes hand in hand with Fairtrade, with “over 50 percent of Fairtrade farmers [choosing] to go organic: tea, coffee, chocolate, bananas and cotton are among the products carrying dual Fairtrade and organic certification,” said Collis, as they both call for sustainable farming practices. “The nature of organic farming where farmers cannot rely on chemicals means that they generally have to care for their land, respecting its bio diversity and farming in a more sustainable way. Organic certification means that the farmers have to keep to their word,” said Gray. With organic farming, the emphasis is on techniques such as crop rotation, biological crop protection, green manuring and composting, and different regions have their own organic certifications, such as the EU and USDA Organic.

As discussed in ‘The Balance of Organic’ feature in the Tea & Coffee Trade Journal October 2023 issue, the organic market is seeing growth, with the tea market holding a value of USD $1.24 billion as of 2023, with a CAGR of 8 percent through 2033, while the organic coffee market estimates are even higher with a CAGR of 12.5 percent until 2028, according to market research companies FMI and Mordor Intelligence. Organic products are not only perceived as better for the environment and for the producers by the consumer, but they are also believed to be healthier, with less chemicals needed to grow and process them.

Gray added that they even have some customers who will buy only organic coffee, and whether that be for sustainability, ethical or health reasons, it is clear it is something that is important to many customers, or at a minimum regarded highly and as a bonus to their purchases.

Organic tea is something that it is ingrained in Kloth & Köhnken’s (K&K) identity, explained Sandra Nikolei, tea department/corporate social responsibility at K&K; “Organic farming can result in a better taste of a product as the plant grows slowly compared to most conventional products.”

Nikolei added that they are seeing much interest from their customers for organic products, but also for Rainforest Alliance-certified products. Rainforest Alliance, an even bigger scheme than Fairtrade and which now includes the UTZ label, is another non-profit organisation that promotes responsible business practices and strives to improve producer livelihoods and communities, especially in the face of the climate crisis. It does not do this with fixed pricing structures, but rather through policing production.

Image: Rainforest Alliance

“As we approach 2030 – a year experts mark as the potential point of no return – we must respond with unparalleled speed and scale to shift the course of sustainability transformation,” said Rainforest Alliance CEO, Santiago Gowland, “The hard truth is that the old sustainability models are good but not good enough.” The Rainforest Alliance certification has been going for 35 years, and, as of December 2022, has since achieved sustainability projects and certified farmers in 58 countries, worked with over 6,000 companies, and made Rainforest Alliance certified products available in 190 countries.

B Corp on the rise

Another major certification that is rising to the forefront of the tea and coffee industry, indeed most consumer industries as a whole, is B Corp. For a company to achieve B Corp certification, it must be verified by the ‘B Lab’ organisation, to “meet high standards of social and environmental performance, transparency and accountability,” B Lab explained. There are B Labs across the world, including UK Australia, East Africa, Europe, and North and South America, with 6,800 B Corp certified companies across 89 countries and 161 industries.

Duncan Gray that becoming a B-Corp is next on Bay Coffee’s agenda to achieve, joining the many tea and coffee companies certified as B Corps, such as Nespresso, Pact Coffee, English Tea Shop, Bigelow, and Pukka Herbs to name a few.

The cost of certifications

Many companies, including Bay Coffee and K&K, hold multiple certifications, particularly if they have a strong international presence as different certifications are more popular in different regions. K&K for one, lists Fairtrade, Fair Trade USA, Bio EU (organic), Bio Suisse organic, USDA Organic, Rainforest Alliance, FairBioTea, and kosher, among theirs.

Different certifications cover different areas and demand different requirements from companies, so perhaps the more the better, it could be argued. There is such a variety of certifications available, many much smaller than the ones listed here, and it comes down to a company’s specific operational practices, locations, and community needs as to what certifications will have the largest impact on its environmental and social undertakings. However, it is the big names such as Fairtrade, Rainforest Alliance, organic, and B Corp that seem to be major drivers of consumer and customer interest and purchases.

Image: Bay Coffee Roasters

But there are also a lot of conversations around certifications in relation to pricing and verification. Consumers realise that they will likely pay more for certified products than they do for those without certifications. “For a pound bag of coffee, shoppers said they were willing to pay a price premium of up to 35 percent more for certified coffee over uncertified. Nearly four in five consumers said they were willing to pay more for a product to ensure that producers received a fair price,” explained Archila.

While it is understandable that there must be additional costs to ensure the producer is receiving a fair price, it does mean the more price sensitive consumer may struggle to choose the ethical option when making their purchasing decisions. This allows the mass produced and possibly unethically sourced tea and coffee companies to keep a sizeable share of the market. Collis detailed that “Fairtrade-certified organisations sell only around 4 percent of their tea on Fairtrade terms – this means they don’t benefit from being certified to the extent that they could. When shoppers choose Fairtrade tea, tea producers can sell more of their product on Fairtrade terms.”

So, while there is growing demand for certified products, and a certain amount of consumer willingness to pay extra for them, there may not be enough for producers to justify the additional expense if it is not being bought from them at the certified price.

Certifications are costly for the producer as well as sometimes for the consumer. “Significant commitment is needed from producers to achieve and maintain compliance with the Fairtrade Standards: but it isn’t always feasible for producers who are facing other challenges, such as rising costs of inputs, low market prices and the effects of climate change,” said Collis. Likewise with organic, there is a conversion phase where anything grown cannot be sold under the organic title with the benefits that come with it, until the transition is complete, and no compensation is offered for the expense or yield loss.

K&K is proud of its certifications and recognises their value, but also their limitations; “Certifications are necessary to help to make the world a better place. But often they are too cost intensive and too difficult to implement, for farmers, small businesses and for start-ups. They should be less complicated and should focus on an easy way to make changes. Imposing the same requirements on everyone in this world and origin is, from our point of view, unfortunately very European and unidimensional. It should be more individually adaptable. Many certificates are too bureaucratic and rigid,” explained Nikolei.

Therefore, while they are an important mark of credibility and of good intentions to inform consumers, having certifications is not the only nor final step to sustainability and ethical business practices. “Certification can only ever form part of a company’s sustainability efforts,” articulated Collis, they do not “replace the duties of state or business actors with respect to human rights or sustainability.”

• Kathryn Brand is an associate editor on T&CTJ, while still writing for several of Bell’s other magazines. She joined Bell Publishing as an editorial assistant at the beginning of 2022 after graduating from the University of East Anglia with a degree in English Literature and Creative Writing. She may be reached at: kathryn@bellpublishing.com.

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This label verifies the origin and quality of coffee produced using regenerative practices that are received in the warehouses. To acquire the certification, Expocacer’s environmental, social, and governance responsibility was evaluated, and it received 100% approval in these criteria.

“Projects and initiatives such as ‘Elas no Café,’ ‘Jornada da Qualidade,’ ‘Expocacer Teens,’ and others that work to promote sustainable actions within the coffee community were essential for this achievement, along with our exclusive department dedicated to sustainability-related matters, where we provide guidance to our members,” said Simão Pedro de Lima, executive director of Expocacer.

Regenerative coffee farming adopts practices aimed at preserving soil health, increasing biodiversity, protecting water resources, and enhancing the resilience of agricultural systems. Among the advantages of regenerative practices are the preservation of flora and fauna, cost reduction, decreased pollution, improved coffee quality, increased resilience to climate change, and reduced deforestation. This year, with support from Brazilian Support Service for Micro and Small Businesses (Sebrae), Expocacer has already managed to certify 14 cooperative members, a number that is expected to grow to 24 by the end of 2023.

“We are very proud because this achievement confirms the work that has been carried out for years by Expocacer. This certification strengthens our commitment to ensuring sustainable and high-quality coffee production for our cooperative members, customers, employees, and commercial and institutional partners,” commented Farlla Gomes, sustainability manager of Expocacer.

For the cooperative, the automated traceability that utilises RFID technology (radio-frequency identification) and allows producers to know the exact location of their coffee in the cooperative’s warehouses was also a differentiating factor in obtaining the certification, recognising the care that Expocacer takes with the coffee from its members.

Recently, the world’s first regenerative agriculture-certified coffee has also begun to be distributed globally in retail by the Italian brand Illy Caffè, in partnership with the Cerrado Coffee Growers Federation and Expocacer. With notes of intense caramel, the product is already available in 50 countries, with plans to expand to 140 by 2024.

“Obtaining the regenerative certification for Expocacer represents reaching a higher level of value expansion because this achievement directly influences the core of our business. It’s the conjunction of a set of ideas, strategies, and attitudes that are ecologically correct, economically viable and socially fair, ensuring a supply without compromising the one future generations,” concluded Flávia Nunes, director of operations and logistics at Expocacer.

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The company, which owns brands across seven countries, has launched Caféière in a ten-million-euro investment to meet growing demand for quality, organic hot drinks.

With financial support from the European Union and the European Agricultural Fund for Rural Development (EAFRD), La Caféière is exemplary of Ecotone’s global ‘Food for Biodiversity’ mission – through which it strives to meet high environmental and sustainability standards.

La Caféière has been installed with a roasting smoke burner which cuts C02 emissions by 30% compared with traditional methods. Through green energy, wetland water management, 100% LED lighting and photovoltaic roof panels, the plant is taking a global approach to energy efficiency.

The factory also operates a 0% landfill, 100% circularity policy. 85% of total leftover materials are recycled or reused in compost, and 15% are incinerated with energy recovery.

Through its commitment to producing exceptional organic coffee and tea, the factory will harness traditional production methods such as slow roasting to create unique aromatic balances. Three roasters and an R&D team work on site to ensure that the different vintage coffees are made to the finest quality.

More than 60% of La Caféière’s sales will now be through Fairtrade certified products. The aim is to achieve over 70% Fair Trade coffee and tea within two years.

The term “caféière” refers to a plantation of coffee trees, the shrub from which the coffee beans come. These plantations are originally islands of biodiversity, because the 80 species of coffee trees in the world thrive in rich and varied ecosystems.

To preserve biodiversity, the coffee cherries are hand-picked when ripe from high-altitude plantations and mainly come from organically grown and reared ‘Coffea arabica’ coffee trees in Central and South America and East Africa. The cherries are then washed and air-dried by partner producers to create a dense, transportable, and storable green coffee.

The coffee and tea sectors that supply La Cafétière are demonstrate agricultural practices, which go further than organic standards. This includes the diversity of plant species grown per plot (agroforestry), fair income for small producers, and positive action by partner cooperatives to combat deforestation in their areas.

La Caféière holds six certifications: Organic, Fair for Life, Fairtrade/Max Havelaar, Qualité Artisan, Bio Entreprise durable, and B Corp.

Local associations also work with La Caféière, such as a local ESAT for the social and professional integration of adults with disabilities, and the Bordeaux and Gironde food bank for the redistribution of products.

La Caféière, is the next milestone in Ecotone’s journey to reimagine a sustainable future of food, driven by its brands: Destination, Naturela, Clipper, Bonneterre, Alter Eco, and Piramide.

Key figures for La Caféière

180 organic tea and coffee products

60 direct jobs

9500 m2 (including 8000m2 dedicated entirely to the coffee factory)

Coffee:

3200 tonnes of organic coffee received each year
5.5 million units of organic coffee sold annually
12 organic coffee origins, i.e., around thirty green coffee material codes
60% of coffee sales generated by fair trade labelled products
100 ref coffee products

Tea:

100 tonnes of organic tea produced each year
80 references of tea products
72% of tea sales made with fair trade labelled products

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