Embed Size (px)
Citation preview
JoostPierrotIndependentcoffeeconsultantSintercafé - November2016
Trends in Certified Coffees
1988 1992 2012
History of Coffee certifications:Fairtrade
19461971 198219912002
History of Coffee certifications: Organic
• CoffeebuyeratSimonLeveltBV(Netherlands)1985-2000
• Independentcoffeeconsultantsince2000
for:ITC,CBI,HIVOSandothers
www.joostpierrot.com
Joost Pierrot
Coffee Barometer https://hivos.org
1995 2002 2007
Rainforest Alliance, Utz Certified and 4C-verified Coffee
Fairtrade www.fairtrade.net
Organic www.ifoam.org
Utz Certified www.utzcertified.org
RainforestAlliancewww.rainforest-alliance.org4C www.globalcoffeeplatform.org
• Privatestandards:Starbucks (www.starbucks.com)andNespresso (www.nespresso.com)
Certifications
Fairtrade coffee sales(million bags)
1.077
1.2871.37
1.526
1.802
1.9451
2.1333
2.417
2.556
2.825
0
0.5
1
1.5
2
2.5
3
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
NB:2014and2015including41.700bagsFairtradeUSAestatecoffee
Markets of Fairtrade
Europa NorthAmerica Australasia
Supply of Fairtrade
Colombia Brazil Peru Nicaragua CostaRica MexicoIndonesia Honduras Kenya Ethiopia Others
Estimated figures:noreliable statistics available!
Organic coffee sales(million bags)
0
0.5
1
1.5
2
2.5
3
2006 2007 2008 2009 2010 2011 2013 2015
Markets of organic
Europe NorthAmerica Others Japan
CentralAmericaandMexico SouthAmerica Asia Africa
Supply of organic
Utz coffee sales
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
(million bags)
Markets of Utz coffee
Europe Americas Asia-Pacific
Supply of Utz coffee
Brazil Vietnam Honduras Colombia NicaraguaIndia Peru Guatemala Mexico Others
Rainforest Alliance sales
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
(million bags)
Markets of Rainforest Alliance
RestofEurope U.K. NorthAmerica Australasia
Supply of Rainforest Alliance
CentralAmericaandMexico SouthAmerica Asia Africa
Sales of 4C verified coffee
0
2
4
6
8
10
12
2007 2008 2009 2010 2011 2012 2013 2014 2015
(million bags)
Supply of 4C coffee
Vietnam Brazil CentralAmerica SouthAmerica
Overviewofcoffeecertifications(salesinmillionbags)
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
FLO Organic UtzCertified RainforestAlliance
Starbucks Nespresso
2011 2013 2015
Overviewofcoffeecertifications:producedvsactuallysold(x1000MT- 2013)
Totalcertifiedcoffeeworldwide(million bags) 2008 2013 2015FLO 1,37 2,42 2,83Organic 1,63 2,22 2,62UtzCertified 1,29 3,73 3,97Rainforest Alliance 1,04 2,80 3,244C 0,19 7,57 10,16Starbucks(CAFEPractices) 2,01 2,56 3,75NespressoAAA 0,22 0,92 1,50Total 7,75 22,22 28,07Correction for doublecertification 0,75 1,22 2,07
Totalcertified coffees 7 21 26Totalworld exports 98 111 114%certified ofworldwidecoffeeexports
7 % 19% 23%
0
2
4
6
8
10
12
14
16
Nestlé JDE Smuckers Starbucks Strauss Tchibo UCC Lavazza Keurig
Certified/Verified TotalCoffee
TopRoasters(million bags)
• Impact?• www.thecosa.orgTo advance systematic and science-based measurement tools for understanding, managing, and accelerating sustainability.Standardized tools to measure and communicate sustainability.
• www.standardsimpacts.org (ISEAL)
Future of coffee certification
• Impact?•Outcomesvarybyplaceandconditions.•One-size-fits-allapproachdoesnotwork• Thereareotherwaystoworkonsustainability• Somecompaniesthinkcertificationistooexpensiveandstartlookingatotherwaystoaddresscoffeesustainability
Food for thought
• SomecompaniesthinkcertificationistooexpensiveandstartlookingatotherwaystoaddresscoffeesustainabilityBut:•Certificationismoretransparentforthepublic
Food for thought
