JDE Peet’s, a leading coffee and tea company, has taken the initiative to combat coffee-related deforestation on a global scale. The company has partnered with Enveritas to introduce an innovative program that utilizes satellite imagery, artificial intelligence, and on-the-ground verification to assess and address the extent of coffee-related deforestation, allowing for better mitigation efforts by local operators, governments, NGOs, and farmers.
Following a successful pilot program in Vietnam, JDE Peet’s has signed Memoranda of Understanding (MOUs) with Ethiopia, Papua New Guinea, Tanzania, and Uganda. These agreements aim to ensure that coffee producers only export coffee grown on land that has not been deforested after 2020. In cases where the coffee does not meet this requirement, JDE Peet’s will work alongside local authorities, NGOs, and farmers to support reforestation efforts.
Fabien Simon, the CEO of JDE Peet’s, expressed his commitment to delivering sustainable growth that benefits both shareholders and society. He highlighted the company’s Common Grounds sustainability program, designed to create an inclusive, regenerative, and authentic supply chain. Simon further emphasized that this new program is fully aligned with the EU’s Regulation on Deforestation-free products, ensuring continued access to the EU market for the millions of smallholder farmers JDE Peet’s works with worldwide.
David Browning, the CEO of Enveritas, stressed the importance of addressing deforestation in a manner that protects the livelihoods of millions of smallholder farmers who rely on coffee income to support their families. He acknowledged that the new EU regulation could introduce complexities and additional costs for vulnerable populations. Browning expressed gratitude for the collaboration with JDE Peet’s, which brings together public, private, and philanthropic organizations to tackle deforestation while safeguarding the interests of smallholder farmers.
JDE Peet’s, as the world’s leading pure-play coffee and tea company, serves approximately 4,200 cups of coffee or tea per second. With a portfolio of over 50 brands, including L’OR, Peet’s, Jacobs, and Senseo, the company operates in more than 100 markets. In 2022, JDE Peet’s generated total sales of EUR 8.2 billion and employed a global workforce of over 20,000 employees.
The company’s commitment to addressing coffee-related deforestation highlights its dedication to sustainability and creating positive societal impact. By leveraging advanced technology and strategic partnerships, JDE Peet’s aims to ensure responsible coffee production and contribute to the preservation of our planet’s valuable forests.
Read more about JDE Peet’s and their mission to provide a coffee and tea experience for every cup at www.jdepeets.com.
