Sustainable development of the coffee sector
In future, alongside its approach of qualifying selected smallholders in the supply chain through Tchibo Joint Forces!®, Tchibo will focus on the ‘Mainstreaming Sustainable Coffee Production’ multi-stakeholder initiative. With this systemic approach, Tchibo aims to accelerate sustainable development of the coffee sector at regional level. Supply chain-specific programmes such as Tchibo Joint Forces!® directly support selected coffee farmers. Achieving an impact beyond the individual coffee farms requires concerted efforts at a higher level. The coffee sector can only be sustainable in the long term if the structural framework conditions change. That is why we want to tackle systemic problems that affect the entire coffee sector with the ‘Mainstreaming Sustainable Coffee Production’ initiative. All stakeholders in the sector are called upon to take part, for systemic change can only be achieved if all stakeholders jointly assume responsibility and contribute to the transformation of the coffee sector in their respective roles.
Regional implementation of global approaches
The initiative concentrates on systemic solutions to region-specific challenges in the three areas of ‘secure livelihoods for coffee farmers’, ‘more environmental protection’ and ‘profitability’. Tchibo aims to leverage synergies with ‘Mainstreaming Sustainable Coffee Production’ by building on existing local initiatives, instruments and approaches, linking them and further developing them. For instance, we especially want to break down global approaches, such as the Global Coffee Platform (GCP) Vision 2030, by regional requirements, and implement them in a region-specific way.
The focus will initially be on the following activities:
- Cooperate with local stakeholders to define priorities in the coffee supply chain
- Work with local stakeholders to identify systemic reasons and institutional barriers that are preventing more sustainability in the coffee sector
- Work with local protagonists to develop local strategies (or fine-tune existing ones) for tackling systemic problems
- Developing joint strategies for implementation, in which the various protagonists take on specific roles and responsibilities
- Conduct effectiveness measurements and report transparently on them so as to share insights and best-practice examples.
Joining forces will give everyone involved a better chance to make themselves heard. By work with governments and civil society, the partners involved in the ‘Mainstreaming Sustainable Coffee Production’ initiative have the opportunity to promote sustainability while also pooling resources to achieve maximum impact.
Tchibo launched the initiative in 2016 together with the Hanns R. Neumann Stiftung. The first partnerships will be prepared and signed in 2017, and the approach will be introduced to national and international stakeholders in at least one pilot region.