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Case
Study
2 C
M
Making Coffee Production Yara sees its role as a good corporate Y
Cleaner citizen to responsibly feed the world and CM
protect the planet while respecting the plan-
Efforts to make coffee production et through the development of sustainable MY
cleaner could bring about improvements to farming techniques. CY
coffee-producing communities and to the Xie said Yara is also partnering with CMY
environment. Nestlé Pu’er to help farmers better understand K
“Coffee is two things; it’s something how to grow coffee with a better yield and
that’s produced on vast amounts of land and better quality. With the global population ex-
that’s usually linked to poor populations, so pected to top nine billion in the near future,
any negative impact on the environment food supply will be challenged, at the same time
affects local farmers and communities,” water and soil loss harm the global environ-
Professor Donia told us. ment. “As a responsible company of Yara, with
Norwegian chemical company Yara its mission and vision, we have to take the lead
International ASA is collaborating with cof- in solving these problems and help more farm-
fee farmers in Yunnan, China to help make ers, partners, society, and the planet. With our
Magda Donia
coffee production in the region more sustain- knowledge and our company strategy — To be
able while raising its quality. Coffee is the the Crop Nutrition Company for the Future,
Magda Donia is Associate Professor
of organizational behavior and hu- biggest crop globally to Yara, the world’s we have the duty to do more in CSR and also
man resources management at the largest crop nutrition company. help the planet,” Xie said.
University of Ottawa. Among other “In Yunnan, Yara is partnering with She said the education program with
things, she is interested in how em-
Yunnan Tianhe — the provincial level dis- Yunnan coffee farmers, which began in 2017
ployees respond at work to the per-
tributor under GDTH — for teaching farmers has helped farmers increase their knowledge,
ceptions they form of their compa-
ny’s actions and attributed motives. how to apply fertilizer with the right season, enabling them to grow better quality coffee
She has presented her research in right timing, right nutrition, and right site,” beans while farming with more cli-
international conferences such as the explained Bobo Xie, director of branding, mate-friendly crop nutrition. This has led to
Academy of Management, and pub-
marketing and communications for YSM higher prices for farmers and a reduced im-
lished her research in journals such
China, a Yara company. pact on the environment.
as the Journal of Business Ethics.
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