2 Coffee standards systems
5
The growing market share of sustainable coffee and
published static overviews of the strengths and
the stricter regulation of the coffee industry can be
weaknesses of various coffee standards systems, a new
viewed as a direct consequence of NGO pressures. The
and better tool has been developed by the International
Fairtrade movement set the example by challenging the
Trade Center (ITC, 2011a). The ITC has taken the initiative
conventional trade system with a viable alternative. By
to develop a web-based database, which is constantly
encouraging agendas for corporate social responsibility,
updated and enables users to compare many different
the Oxfam Make Trade Fair coffee campaign and the lobby
standards systems on every aspect of their specific
of the Coffee Coalition in the Netherlands, prompted
thematic qualities >> www.standardsmap.org
regulation of the supply chain. Figure 3a presents a summary of the critical issues for both smallholdings
In the coffee sector, there are seven key initiatives.
and estates. Standards systems should address issues
Independent monitoring and certification are central to
pertaining to both categories. International development
the four major coffee production standards: Fairtrade
donors, NGOs and labour unions are pushing for
Labelling Organisation (FLO), Organic (IFOAM), Rainforest
innovations (see Figure 3b - future challenges). With
Alliance (RA) and UTZ Certified (UTZ). The Common Code
certification as the starting point, new challenges like
for the Coffee Community (4C) relies on self-assessment
climate change mitigation and adaptation, payment of a
and a three-year external verification cycle. Starbucks
living wage and promotion of gender equality are being
has its own private standard for quality and sustainable
added on. A crucial factor in measuring any success is
coffee production, termed Starbucks’ Coffee and Farmer
to ensure that information about sustainable coffee is
Equity Practices (CAFE Practices). Nespresso’s private AAA
accessible and comparable. Since publishing the last Coffee
guidelines have a similar approach and focus on quality
Barometer (2009), various organizations (see BTC 2010, FAO
aspects like origin and taste. Like 4C, these company
2009, IISD and IIED 2010, ITC 2010), have made an attempt
systems seek to verify farm practices.
to increase transparency in the sector by collecting and verifying information related to production and trading
The stated objectives of these major coffee standards
practices. In reviewing market shares and trends, all
systems suggest a broad, but often loosely defined, notion
research reports underline the need to improve access
of sustainability. All of them attempt to address the
to information. This is paramount in determining the
economic, social and environmental conditions relating to
credibility of any coffee sustainability initiative.
coffee production. A look at the scope of these standards reveals some general trends and commonalities. Most
Coffee certification and verification have come a long way,
economic criteria revolve around product quality and
allowing coffee producers who meet certain requirements
minimum wage requirements. Living wages, price
to differentiate their sustainable coffee in the market.
premiums (only explicitly included in Fairtrade standards)
However, with the rapid growth new challenges arise.
and written contract requirements are rare. On the
Standards systems are defined by their specifications for
environmental front, all systems either require integrated
monitoring and enforcement of sustainable production
pest management or compliance with a prohibited
and trade practices. Whereas past TCC Barometers
chemicals list. Surprisingly, none of the systems address