JDE Peet’s leads global effort to fight coffee-related deforestation
February 13 2024 - 11:00AM
JDE Peet’s leads global effort to fight coffee-related
deforestation
PRESS RELEASE
Amsterdam, 13 February 2024
JDE Peet’s and Enveritas are leading the way in the coffee
industry through technology and on-the-ground verification to
tackle coffee-related deforestation and protect smallholder
farmers.
JDE Peet’s (EURONEXT: JDEP) today announced plans to roll out an
innovative new programme to assess and address coffee-related
deforestation globally. JDE Peet’s has partnered with Enveritas to
leverage a combination of satellite imagery, artificial
intelligence, and on-the-ground verification to measure the extent
of coffee-related deforestation, allowing local operators,
governments, NGOs, and farmers to better mitigate their
deforestation risks.
After a successful pilot programme in Vietnam, JDE Peet’s has
signed Memoranda of Understanding (MOUs) with Ethiopia, Papua New
Guinea, Tanzania, and Uganda, and expects to sign MOUs with
additional coffee producing countries over the next several months.
These agreements aim to ensure that coffee producers export coffee
grown on land that was not deforested after 2020. If the coffee
does not meet these requirements, JDE Peet’s will support local
authorities, NGOs, and farmers to reforest the land.
Fabien Simon, CEO of JDE Peet's, commented: “At JDE Peet’s, we
are committed to delivering sustainable growth that creates both
shareholder return and societal value. This means making sure our
supply chain is inclusive, regenerative, and authentic, which is
exactly what our Common Grounds sustainability programme is
designed to do. I am excited that this innovative new programme,
which is fully aligned with the EU's Regulation on
Deforestation-free products, will ensure continued access to the EU
market for the millions of smallholder farmers we work with around
the world.”
David Browning, CEO of Enveritas, commented: “Millions of
smallholder farmers around the world rely upon coffee income to pay
for their children’s health, education, and nutritional needs. The
new EU regulation risked significant new complexities and processes
in the coffee supply chain which could mean new costs for
vulnerable populations least able to afford it, and also risk
market access. We are honoured to be a part of this innovative
collaboration with JDE Peet’s which brings together public,
private, and philanthropic organisations to address deforestation
in a manner which also protects smallholder farmers.”
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Enquiries
Media Will Hummel +31 6 3917
7280
Media@JDEPeets.com
Investors & Analysts Robin
Jansen +31 6 1594 4569
IR@JDEPeets.com
About JDE Peet’s JDE Peet’s is the world's
leading pure-play coffee and tea company, serving approximately
4,200 cups of coffee or tea per second. JDE Peet's unleashes the
possibilities of coffee and tea in more than 100 markets, with a
portfolio of over 50 brands including L’OR, Peet’s, Jacobs, Senseo,
Tassimo, Douwe Egberts, OldTown, Super, Pickwick and Moccona. In
2022, JDE Peet’s generated total sales of EUR 8.2 billion and
employed a global workforce of more than 20,000 employees. Read
more about our journey towards a coffee and tea for every cup at
www.jdepeets.com.
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