Corporate actions in sustainability go far beyond aligning companies’ vision and mission with society’s demands for social and environmental responsibility in business. Gone are the days when empty advertising campaigns could be enough to position food and beverage brands on the few shelves of certified products in supermarkets worldwide.

To say that the world has changed has become commonplace in lockdown times. Indeed, the new coronavirus pandemic has accelerated new trends and consumption habits that will affect everything from small local businesses to so-called global value chains.

There is good news for the coffee industry. A global study by Euromonitor consulting (June 2020) has identified From Sustainability to Purpose as one of six megatrends expected to influence consumer decisions – particularly among the world’s younger population.

The study also pointed out that physical and emotional well-being will be another priority when shopping online or in the carts that still ride the supermarket aisles. And there is no shortage of scientific publications that have already proven the health benefits of coffee consumption.

In this context, Cecafé is preparing its Strategic Planning for the period 2021-24, a collaborative process with members, members of the Technical Committees, Deliberative Council, and strategic partners, seeking to restructure its mission, vision, values, objectives, goals, fundamental pillars, among others, in line with global trends of process modernization and efficiency.

Cecafé’s sustainability actions are in line with the demands of the most diverse and demanding markets, as well as new global consumption trends. They generate value for the various segments of the coffee agro-industrial system. In the field, they promote sustainable production practices and the social inclusion of growers and workers. In the cities, the focus is on the quality and phytosanitary safety of the raw material that supplies the most demanding roasters in the four corners of the globe.

The first meeting of the new members of the Social Responsibility and Sustainability Committee (March 2, 2021) defined the modernization of ongoing actions. It is the case of the Informed Producer and Coffee’s Child at School programs. The pandemic’s social constraints will require content bundling and digitalization. Flexibility and security will be vital for these activities in 2021.

But there is also news on the way. Carbon balance in coffee growing, biological pest control, actions against Covid-19 in the current crop are examples of topics that should lead to new actions from the entity.

Common to all the actions is the mantra of generating practical and measurable results in a systemic and pragmatic way – from environmental preservation in coffee-growing areas to coffee quality in the cup.

Thiago Masson
CECAFÉ Sustainability Manager