After presenting the social and technological market drivers to be taken into consideration when approaching the EU market, the CBI document named “Trendmapping for coffee, tea and cocoa” proceeds by emphasizing the importance of the environmental market drivers. The focus is mainly on climate change and certification.
The CBI document encourages investors in the coffee, tea or cocoa sectors to apply for widespread certification. The document mentions that “in the last 10 years schemes have emerged that focus on mainstream products and marketing”. UTZ Certified, Rainforest Alliance and Fairtrade Labelling are the largest programs present in the coffee, tea and cocoa market sectors. A growth in incomes is to be envisaged for investors in this sector “due to increased efficiency and insights in their position in the supply chain”. The emphasis is laid on an “increasing communication between industry, exporters and cooperatives”. It is crucial for investors if they want to comply with the certification targets. The same CBI document advises farmers to contact the international programs meant to help farmers develop their business. They are encouraged to “try to get a good overview of the opportunities, training modules and support” in their regions. Local governmental programs are to be considered.
Being climate-neutral is a top requirement nowadays in this sector. Investors are advised to calculate their carbon footprint. The impact of their business on the environment is to be constantly monitored. Any business in the sector of coffee, tea and cocoa should make it its goal to incorporate sustainability into its programs. Investors have to analyze, diminish and compensate greenhouse gases. They should get involved in reforestation projects as well as deal with the impact of the packaging materials on the environment.
Climate change is another issue to be considered. Farmers are to be treated as equal partners in order make cultivation of coffee, tea or cocoa profitable. Investors should also be proactive as to crucial issues such as child labor. Their responsibility concerning such problems is not to be minimized. All these are crucial factors that influence the quality, the supplies and, overall, the future of coffee, tea and cocoa growing regions.The CBI document mentions a McKinsey study according to which “40-70 percent of the biodiversity losses expected by 2030 could be averted”. The surprising conclusion is that “potential biodiversity gains could be a new field income in the future”.
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