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Sustainability-certified coffee assures con-

sumers of the product’s reliability. Consum-

ers are willing to accept traceable certified

coffee products to support the sustainable
development of the coffee industry.

Some trends in the coffee markets

Demand for Sustainability-certified Coffee surged

Consumers are becoming more aware of the origins of
products they purchase. This is particularly applicable to the food
supply chain, and coffee is no exception. In recent years, the
coffee industry has been flagged as having a significant negative
environmental impact on the world’s water, forests and wildlife,
and consumers are also prioritizing the sustainable development
of the planet in addition to the pursuit of high-quality coffee
products. According to the Global Coffee Report’s Mintel Global
New Products Database (GNDP), 48 percent of all new coffee
products released in 2020 carried ethical or environmental claims.
In addition to valuing environmental responsibility, consumers
expect producers to provide single-origin and traceable coffee
products. Because of this, consumers have the opportunity to not
only learn about the “story” behind the coffee they drink, but to
also study the business ethical practices of the farms and regions
where the products were grown. Single-origin coffee products
tend to be more expensive than regular blends, but customers
are willing to pay the premium to support local farmers, which
allows them a more direct connection to the origins.
Sustainability-certified coffee assures consumers of the
product’s reliability. Consumers are willing to accept traceable
certified coffee products to support the sustainable development
of the coffee industry. This part of the market is mainly driven
by Europe with relatively higher per capita consumption, and it
is marching towards a premium coffee culture. Many coffee
certification bodies are inspecting the coffee production process-
es and supply chains, some of which are as follows: Fair Trade
Certified, Rainforest Alliance Certified, UTZ Certified, etc. UTZ
Certified is the largest certification program in the coffee and
cocoa area. UTZ aims to make sustainable agriculture the norm
by encouraging farmers to implement eco-friendly agricultural
practices and manage their farms in ways which are mutually
beneficial for coffee consumers and the natural environment.

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