Trends in Certified Coffees - SINTERCAFE · Sintercafé - November 2016 Trends in Certified...

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

Obrigado!Gracias!Thankyou!Merci!Dankuwel!

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