SCP Brand Book

Sustainable Coffee Program Identity Manual Version 1.0 – May 2014

0 Introduction

Whether we manage it actively and invest in it, or let it evolve organically over time, the SCP brand exists, here and in the field.

From the SCP brand, partners draw conclusions based on their experiences, donors choose whether to invest in our work depending on their perception of how strong it is, our staff and implementing partners determine how motivated they are to align with the values and mission depending if it resonates with their own.

Our brand is important and its up to us to help everyone define and nurture it. It is ours to grow, shape, share and live.

The strongest brands, capitalize on an organizations strengths and unique attributes, and leverage these qualities in every business decision. This is also true for the SCP.

A clear brand book is a tool to help us stay focused. It keeps us on mission, on message, and it helps us do our work every day. In this guide you'll find all the tools necessary to do just that. It is designed to help you understand and build on the SCP brand, keeping it relevant and vibrant in the

context you experience it. The more we do to protect and consistently communicate our brand, the more it will help us reach our business goals and fulfill our mission.

Externally, our brand platform communicates who we are and what sets us a part. Internally, it gives us a common source of inspiration and guidance to move farther, faster and more skillfully toward shared goals.

This brand guide is designed to give all those engaged with the SCP brand a consistent set of tools with which to do our work. It provides a shared language that unites us around common goals and objectives.

However, the brand guide is not a "rule book" - at least not in the traditional sense of the term. It should not remain static and fixed. It does not contain all the answers to every question. Think of it instead as a living, breathing, work in progress - like a road map or set of guidelines that can shift and evolve incrementally over time as the terrain changes.

The world in which we work is not constant; our brand should not be either.

Sustainable Coffee Program Identity Manual

2

Table of Contents

1 Visual Identity 1.1 Our Visual Brand 1.2 Logo Versions and Sizes 1.3 Color options for the logo 1.4 How NOT to use the logo 1.5 Logo Versions and Sizes 1.6 Logo placement 1.7 Logo files 1.8 Logo proportions in Word

documents 1.9 Brand Colors 1.10 Photo containers 1.11 Photography 1.12 Image Treatment 1.13 Typeface 1.14 Type sizes 1.15 Grid structure 1.16 Grid use for partner logos 1.17 Design of graphs

2 Application Visual Identity 2.1 SCP level 2.1.1 Fact sheet 2.1.2 PowerPoint 2.1.3 Letterhead 2.1.4 Folder 2.1.5 Press release 2.1.6 Event invitation 2.1.7 Posters 2.1.8 Event roll-up banner 2.1.9 Social media icon

2.3.6 Event invitation 3 Templates 3.1 Documents available

2.2 Business case documents 2.2.1 Glossy 2.2.2 2 pager 2.2.3 Slide deck 2.3 National level 2.3.1 Factsheet 2.3.2 Letterhead 2.3.3 Newsletter 2.3.4 PowerPoint 2.3.5 Press Release Sustainable Coffee Program Identity Manual

3

1 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8

1.9

Visual Identity Our Visual Brand Logo Versions and Sizes Color options for the logo How NOT to use the logo Logo Versions and Sizes Logo placement Logo files Logo proportions in Word documents Brand Colors

1.10 Photo containers 1.11 Photography 1.12 Image Treatment 1.13 Typeface 1.14 Type sizes 1.15 Grid structure 1.16 Grid use for partner logos 1.17 Design of graphs

Sustainable Coffee Program Identity Manual

4

1.1 Our Visual Brand

The SCP logo explained Our logo represents elements of our mission and the sector in which we operate. It is a vital element serving to provide visibility for the SCP around the globe. It provides brand recognition and stands for the quality and importance of our activities.

The color of the logo is the emotive brown of the coffee we all love. The various letters of the SC and P are inspired by the shape of abstracted coffee beans. The letters are loosely placed together to evoke transparency and connote the various supply chain actors coming together in partnership.

The logo was designed to evoke emotions that represent our brand attributions; positive, energetic, complex, collaboration, networking, dynamic, simple, clear, positive and modern.

As the brand is still young and growing in recognition, the logo mark with just the letters SCP is not enough to help the viewer understand the context. Therefore, please use a version of the logo with the full name ‘Sustainable Coffee Program’ written out below. Eventually the brand may become strong enough to go without the full name, for now it helps us position our initiative.

Sustainable Coffee Program Identity Manual

5

1.2 Logo Versions and Sizes

Two versions of the logo are available depending on how it will be used. The first and preferred logo is called the standing logo. We have used this logo in all of our designs. However, in some cases the standing logo might not fit well within the given margins. In these cases the lying logo is a possibility.

The lying logo has the full name of the program written out to the right side.

Lying logo

Standing logo

Sustainable Coffee Program Identity Manual

6

1.3 Color options for the logo

Ideally the logo would be used in coffee brown, but we understand that in some cases this color is not ideal.

Therefore we designed some other color options. The logo is also ok if used in black or red on white. If the logo needs to appear on a background, solid black with white letters is prefered.

Brown PMS 168

100% black or PMS black

Diapositive 100% white

Alternative color Red PMS 485

Sustainable Coffee Program Identity Manual

7

1.4 How NOT to use the logo

Its important to use our logo consistently.

This helps establish brand recognition and a visually strong language in the field.

Points to keep in mind: • The logo may not rotated, distorted or modified • The different shapes may not be independently scaled, rotated or shifted in the logo • The logo must stay in the primary brand colors, including the text below • The logo can not be placed over a photo or busy pattern • The logo should not be reversed • If using a colored version of the logo make sure its on a white background • On dark backgrounds use the white logo, preferably with black as the background color

Sustainable Coffee Program Identity Manual

8

1.5 Logo Versions and Sizes

Various sizes of the logo may be used, depending on the constraints of the material. Here you can see examples of the different logo sizes that are used in templates. Always make sure that the name of the program in the text under the letter marks is visible. This means the logo should not be printed smaller than 2 cm wide.

25%

50%

100%

Sustainable Coffee Program Identity Manual

9

1.6 Logo placement

For the logo to communicate effectively and distinguish itself, a clear space should be maintained equal to one third the height of the S, or equal to the serif shape of the S.

clear space around the logo

Sustainable Coffee Program Identity Manual

10

1.7 Logo files

Logo files Our logo is provided in different variations and file formats. Please use this page to refer to when selecting a file that is appropriate in your project.

Each logo file follows the following naming convention: prefix_ title-option_color-option_ color-mode.file-type For example: scp_laying_color_rgb.jpg Prefix scp= indicates an SCPlogo file.

Title Option notitle = logo without the title “Sustainable Coffee Program.” For use when the logo is smaller than 1.375” in print or 225px on web. (Minimum size is .5cm” or 175px.) laytitle = logo with the title horizontally.

Preferred version, for use when the logo is greater than or equal to 1.5cm

in print or 225px on web. (Standard size is 4 cm.) standtitle= logo with the title stacked vertically. Preferred version, for use when the logo is greater than or equal to 2 cm in print or 225px on web.

(Standard size is 4 cm.)

Color Option color = preferred version, for use on white or neutral backgrounds. grayscale = black-tint version, for single-color application on uncluttered backgrounds. white = reversed out version, for use on dark backgrounds.

Color Mode cmyk = four-color process (cyan, magenta, yellow, black). For use in in-office print projects and some commercial printing projects when Pantone is unavailable.

pantone = set of standardized printing colors, each specified by a single number (our logo color is Pantone 168). For use in commercial print projects, such as business cards, signs and shirts. rgb = screen palette (red, blue, green).

For use in on-screen and online projects, such as PowerPoint, email, web and social media.

File Type .eps = vector graphic file. For use in page layout programs (Adobe InDesign, MS Publisher, etc) and all commercial printprojects. .jpg = raster graphic file. For use in onscreen projects when requested by program/application. .png = raster graphic file with transparent background. For use in all in-office print projects and most on-screen projects (PNG is preferable to JPG because there is no loss of detail when compressed).

Sustainable Coffee Program Identity Manual

11

1.8 Logo proportions in word documents

When placing the logo in the header or footer of word documents, we have recommended sizes to keep the logo legible. In the header of A4 documents, please use the ‘lying logo’ or the logo with the program name written out to the right side next to the SCP. If the logo is going to be added to the footer, use the version without the title written out next to it.

If the logo is going to be added to the footer, use the version without a title.

1,5 cm

0.5 cm

Sustainable Coffee Program Identity Manual

12

1.9 Brand Colors

Brand Colors The colors that we use to communicate our brand should be consistent, to help create a visual language and convey strength in our initiatives. They have been chosen for their energy, simplicity and reference to coffee.

Primary Palette The primary colors in the pallet are brown, red and black. These are the colors in which our logo can appear (other than black and white).

They are the dominant colors that should be used as much as possible to keep the designs clean and simple.

Secondary Palette A strong, bright secondary palette is also available when developing graphs and tables. Always use the blue color first and only use the green when the

blue has already been applied in the same illustration.

Tertiary Palette A paler color palette is also available to use in complex graphs, texts, or designs when the primary and secondary colors have already been used.

Colors should always be placed on a white background without overlapping and no mixing.

primary colors — texts and graphs

Black: Pantone Black C – 0 M – 0 Y – 0 K – 100 R–0G–0B–0

Brown: Pantone 168 C – 13 M – 83 Y – 100 K – 62 R – 110 G – 50 B – 25

Red: Pantone 485 C – 0 M – 96 Y – 100 K – 0 R – 213 G – 43 B – 30

secundary colors — graphs

Blue: Pantone 2746 C – 100 M – 100 Y – 0 K – 0 R – 33 G – 36 B – 146

Green: Pantone 2746 C – 100 M – 100 Y – 0 K – 0 R – 33 G – 36 B – 146

tertiary colors — graphs

Sustainable Coffee Program Identity Manual

13

1.10 Photo containers

Shapes have been designed as photo containers, or brand elements. Each country has its own shape that can be filled with images of coffee farmers or coffee plants.

Vietnam

Ethiopia

Uganda

Brazil

Sustainable Coffee Program Identity Manual

14

1.11 Photography

When choosing images for the materials you create, try to use photos that represent the country and illustrate the text. For example if the material is about Vietnam use photos of farmers or coffee plants in Vietnam.

If the material is for use on an international level than photos of farmers and beans from any country are possible.

We have developed a database of photography, on Flickr, that is available for your use and we request that you add to the collection and help it grow by taking pictures in the field.

Follow this link to the photo site: www.flickr.com/photos/119346666@N08/#

Sustainable Coffee Program Identity Manual

15

1.12 Image Treatment

When adding images to materials make sure that if there is a farmer in the picture they are clearly visible. Do not crop their head and try not to crop their body. Keep them as centered as possible in the shape. Try to use images of both plants and farmers and keep a good ratio of the two.

Sustainable Coffee Program Identity Manual

16

1.13 Typeface

We have selected the Arial typeface for use in all our designs. Arial can be used in both printed and digital materials. It was selected as it is a default font available on all Microsoft and Windows operating systems.

ABCDEFGHIJLKMNOPQ RSTUVWXYZ abcdefghijklmnopqrstuv wxyz12345678910 Arial Regular

ABCDEFGHIJLKMNOPQ RSTUVWXYZ abcdefghijklmnopqrstuv wxyz12345678910 Arial Italic

Sustainable Coffee Program Identity Manual

17

1.14 Type sizes

This page shows examples of the various font sizes that are used in our designs.

Sustainable Coffee Program

Sustainable Coffee Program

XL – main header 46 pt

Sustainable Coffee Program L – title 24 pt

Sustainable Coffee Program

Sustainable Coffee Program

M – subtitle 14 pt

S – text 9,5 pt

XXL – header 80 pt

Sustainable Coffee Program Identity Manual

18

1.15 Grid structure

The grid structure of the documents divides each page in 4 parts.

If the page content is more complex you can use 8 part structure as well. Lines can be used as visual elements to structure the content when necessary. For example the footer and partner logos.

Basic Grid

extra lines for logo's

Sustainable Coffee Program Identity Manual

19

1.16 Grid use for partner logos

We have made agreements with our partners about the way their logos should appear on materials. The SCP logo should always appear in the first position. The donor logos and Steering Committee logos should appear in alphabetical order.

National Coordinator

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com

Project Coordination Office postition title: tphamngoc@snvworld.org www.snvworld.org

Public Partners

Public Partners

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com

Public Partners

Steering Committee Members

Steering Committee Members

Steering Committee Members

Powerpoint

A4

Sustainable Coffee Program Identity Manual

20

1.17 Design of graphs

When designing graphs keep them clean and simple, in the house colors. All the lines should be the same weight, with1pt lines.

Basic information in the graph should be red. Blue can be used to draw attention to particular information or if information needs to be differentiated from the core. We have provided two examples of graphs here for reference.

West Sao Paulo & Panama (medium farms) 3.1 m. bags

Cerrado Mineiro (medium farms) 5.3 m. bags

Identify main challenges and opportunities (to increase sustainable production and sourcing)

Create country investment strategy

Sul de Minas & Mogiana (small farms) 8.8 m. bags

Invest in national level initiatives

Field level projects

Field level projects

Field level projects

Result

Result

Result

Zona de Mata & Esoirito Santo (small farms) 9.7 m. bags

Espirito Santo (small farms, Conillon) 7.0 m. bags

Sustainable Coffee Program Identity Manual

21

2

Application Visual Identity

2.1 SCP level 2.1.1 Fact sheet 2.1.2 PowerPoint 2.1.3 Letterhead 2.1.4 Folder 2.1.5 Press release 2.1.6 Event invitation 2.1.7 Event roll-up banner 2.1.8 Posters 2.1.9 Social media icon

2.3 National level 2.3.1 Factsheet 2.3.2 Newsletter 2.3.3 PowerPoint 2.3.4 Press Release 2.3.5 Event invitation

2.2 Business case documents 2.2.1 Glossy 2.2.2 2 pager 2.2.3 Slide deck

Sustainable Coffee Program Identity Manual

22

2

Basic Elements

18mm

10mm

18mm

10mm

Titel Subtitle

1/4

Date

1/4

Introduction text

1/4 Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com

Content

Public Partners

1/8

Steering Committee Members

1/8

16mm

16mm

Sustainable Coffee Program Identity Manual

23

2.1 SCP Level

The content has been designed in three categories. There are SCP level documents, business case documents and national level documents.

The following pages provide examples of the documents that have been designed on the SCP level. The corresponding template documents can be found online, in the restricted access section of the website. www.sustainablecoffeeprogram.com/en/private-page Some of the elements that have been designed are fixed in the templates, others you are free to change, this should be clear in the templates and the following descriptions.

The documents should always include the SCP logo, the IDH powered by logo, donor logos and in some cases the Steering Committee member logos in alphabetical order.

The designs should stay clean, simple and transparent. These logos can also be found online.

Sustainable Coffee Program Identity Manual

24

2.1.1 Fact sheet

This is an example of the SCP fact sheet. It provides high level information and key facts on the program, its main activities and focus areas.

Logo color: Brown Text color: Black Header color: Red Font: Arial Header: 46pt/48 Subheader: 24pt/27 Intro text: 14pt/18 Text: 9.5pt/12 Credits: 7pt/9 Size: A4 Logos on back bottom Photos: of all countries

18mm

10mm

graph/ chart

18mm

Sustainable Coffee Program

Focus Areas

Sustainable Production

Climate Change

National Strategies

Factsheet

Standard Collaboration

Access to Finance

January 2014 quality, farmer poverty, lack of access to finance and climate change. The sector recognizes the need to move beyond its earlier competitive and certification driven efforts, and towards a much more systemic and institutionalized, pre-competitively collaborative, impact-oriented approach, to make the coffee sectors in the key producing countries more sustainable.

Logo, lines and photo containers are fixed You can only change the photos and texts

The Sustainable Coffee Program (SCP) targets mainstream up-scaling of sustainable coffee production and acts as a global convener of stakeholders.

By supporting the creation of national sector strategies in focus countries and stimulating impact-oriented field-level projects, the SCP creates global synergies that bring sustainability in coffee to a mainstream level, creating scale advantages that will increase cost efficiency and impact.

Program outline and objective The Sustainable Coffee Program brings together key players in the coffee industry, including traders and exporters, (local) governments, NGOs and standard setting bodies. Through the program, over 4 million producing families will be reached. Such scope calls for overarching, holistic and innovative strategies that go beyond certification. These include: · · ·

·

post-harvest handling, processing, increased productivity Certification standard collaboration; creating cost efficiency and transparency

National strategies The program will also meet national sector needs by linking to existing institutions and structures, ensuring that results translate into national programs that are tailored to the needs of national stakeholders. Strategies are designed on a national level, but critically, are geared towards the global market.

In 2012, the Sustainable Coffee Program started implementing national strategies in four countries: Brazil, Ethiopia, Uganda and Vietnam.

Climate change; adaptation to and resilience against Farmer access to finance; investment capital and guarantee schemes Good agricultural practices; growing, harvesting,

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com

In the sector Over the last years, global coffee consumption has grown particularly in emerging markets. At the same time, production has suffered from under-investment, poor production practices and adverse climatic conditions. As a result, production has remained below demand. At the same time leading coffee roasters and national coffee associations have made serious commitments to increasing sustainable coffee sourcing.

Theory of change Due to unsustainable production practices, low yields and quality and lack of access to finance, millions of coffee farmer live in poverty and are not resilient to

Overall objective 25% of worldwide coffee sales sustainable in 2016 Main sustainability issues targeted Productivity, quality, farmer organization, access to finance, effectiveness of extension services, climate adaptation, involvement of women & youth, income diversification and livelihood of farmers

Focus countries Brazil, Colombia, Ethiopia, Indonesia, Peru, Uganda and Vietnam

Public Partners

Steering Committee Members

Steering members DE Master Blenders 1753, Nestlé, Mondelēz International, Tchibo, ECF Governments Brazil, Ethiopia, Uganda and Vietnam

16mm

Front

Back

Sustainable Coffee Program Identity Manual

25

2.1.2 Letterhead

We have designed a basic letterhead for sending official documents.

18mm

18mm

10mm

Logo colors: PMS 168 Text colors: Black Text font: Arial 9.5pt/12 Aligned left Printed only on one side on "next page" SCP and IDH Size: A4 Logos: on bottom

Sustainable Coffee Program Name + Surname Postbox 19219 3501 DE Utrecht The Netherlands T: +31 (0) 30 2305 671

Hita consequi conse derumquas nonsend ignimagnim quasit, quisqui occus, qui rese nos seque rereperrovid molum estis nus, vent volupti officid que autem que inturepero blaudit atatqua spereni hitiate eveniatur, sam sam quis as secessit vel eturerum quo et, volorecta di tenihicab im soluptas ut voluptatur asinum reprae eossunt libus molenimagnis moluptate quisti re voluptam et ut quat eos quias eatios modi reici volut volessus quat ma ilique voluptio. Ut acillam, volorum qui occum exereria nihilignit eatureped utetur asinctur? Qui nam imoluptatur magnimi lliquos sus, sequodis et as sum quat eari ius repudio ex et autem eosapit et fuga.

Amsterdam, 21th of March 2014

To Name + Surname Postbox 19219 3501 DE Utrecht The Netherlands

Sed maxim eum am vollorest, ut aut hil modiae aut remo expersped es enimint istibus ad mil im volectectur, to tem. Me nonsequatio. Et aperro mi, solestin nos dolori volorio. As velent doluptatur ad quianda dolor maionecus magnis minus, temquiania cuptatque prem harumqui consequaera vel iunt et, si officid qui blam faceatur? Volendaest voles ditat ium fugit, voluptiis aut aut excea doloremquisi opti con reperspitem estibus eos esci offic te nus volumqu iatemperum, volore, ad que volorpo rumquae ceatquid que aut quas exces dolore aut fugit que volorempore quunt, sanduci tatiuscil idione nossinctur mi, tem anto offic te venit labo. Bist, sinctat ectiandit ut quam, tem quia nusdae corem es est voluptaqui sequate mpererumquam accum sumquia sunt poria di atur, et res molorep elesequi coneces dit illuptis dolupta dolupti ssinum aturerum, simet as adictis eumquiam doluptiam, volupta nam, occullibusda as cumende lestio eos ea si officie ndigentia qui ut perovit pedi nonsequi nem ium et lam re pe sam, aut quatquis etus velectiur?

Ipsam quam excero illes aspicia nonest, quatia vidite pores que repudi ius num hicillendi sunt. Uci blabori onsequi quae saerum quam harum aliasite sit prerem qui nulparum nobisci libus, ommolestio. Nem iditi tem ides apitam faccum alitiunt qui ius ressequi ommoloreiust int idiaese ndiaeptaquis sit eictemporent quisci con provid et reiusam facest

Lorem ipsum, Ecta nonsequat. Pienis eossimin repedis eosam eni doloremolut molenit quibusd andandae dolorrum sequam ex earchitatur si reprate esciis essimil etum sit que pro blatemo luptam alis deliqui unt estrupta volesequam volest in recum volorest fuga. Pic temporat ipsamen dendem endam quas magnis atis ma dolo evenihilia non receaquodit, optatur, quaspitate simint aut voluptat ratur serum laborec usciis voloratur rerrumq uaepero comnim qui que net abo. Dis andusania velest eos sectus doluptatur sitae qui vidit que comnis iducipis minvellore dolupta ectur, quas et quiamet, cumenetum sit minulle nisint harcium enem que volorpor aut pra diciend andanist, in essimpo renditio tesci doluptasiti quo omnis molupta accuptur si beatur sequatquae dis assim que conem harum ium quamus quatur am vendae. Ullendae. Acero maionsequi tem antotatur, is aped ut eos pro doluptam, quae eum elibus ium, solor atempor ectoribus nonsequi velliquo blacepr eperiant.

Exceaqu iatecep udiam, ut fugit quibus ipsus repudipsunte exceaqu ibusdam, officat eosaped modit eaquos eate voluptaecest aditae eatus a que repratur? Porios ea volorro eum asimi, ut labo. Nequati amet pel inullam, quiaectus, to to escient. Et volorum que dusam, omnis quisitatius pore prehendiore, a quidita tiandic atesti omnisquam et omnimincimi, nesciam autas dist porernam vere pro volutat aligni cum aut liasin nim hillibusae. Ut que voloriandi debissit volore cor aut ommo quaest qui quos dolum que non nonsequae nullatin et aut ex eosto blaborro dolora dem ex ea quist, int lam et quidelest, quas es aborepe qui dolent.

Bus pero odis dis inctio.

Sincerly Yours, Name + Surname

Exceaqu iatecep udiam, ut fugit quibus ipsus repudipsunte exceaqu ibusdam, officat eosaped modit eaquos eate voluptaecest aditae eatus a que repratur? Porios ea volorro eum asimi, ut labo. Nequati amet pel inullam, quiaectus, to to escient. Et volorum que dusam, omnis quisitatius pore prehendiore, a quidita tiandic atesti omnisquam et omnimincimi, nesciam autas dist porernam vere pro volutat aligni cum aut liasin nim hillibusae. Ut que voloriandi debissit volore cor aut ommo quaest qui quos dolum que non nonsequae nullatin et aut ex eosto blaborro dolora dem ex ea quist, int lam et quidelest, quas es aborepe qui dolent.

Bus pero odis dis inctio.

Alitas esti berum faccatem nihille ctibus a volo cor sitatatem esequam, nosam re simusae si delluptaes am arum in nectis ma quidest et odici con cone plaborem. Ut vel idunditio ditatquia simpor sus estibus, quas autate cus, sitas repudio. Nam ut volenis demquaectio. Sint andi atemquam elliqui dolendelita cusa vendaese pa dolorumquae omnihitio qui dolorro videndel magnit quassusame nobitat eatectur alis eatur?

Hita consequi conse derumquas nonsend ignimagnim quasit, quisqui occus, qui rese nos seque rereperrovid molum estis nus, vent volupti officid que autem que inturepero blaudit atatqua spereni hitiate eveniatur, sam sam quis as secessit vel eturerum quo et, volorecta di tenihicab im soluptas ut voluptatur asinum reprae eossunt libus molenimagnis moluptate quisti re voluptam et ut quat eos quias eatios modi reici volut volessus quat ma ilique voluptio. Ut acillam, volorum qui occum exereria nihilignit eatureped utetur asinctur? Qui nam imoluptatur magnimi lliquos sus, sequodis et as sum quat eari ius repudio ex et autem eosapit et fuga. Ebit, officiam aliquia dolum et eatias dolores autessequam, quam dolorescius eum voluptasit et omnistionse pro mo. Hita consequi conse derumquas nonsend ignimagnim quasit, quisqui occus, qui rese nos seque rereperrovid molum estis nus, vent volupti officid que autem que inturepero blaudit atatqua spereni hitiate eveniatur, sam sam quis as secessit vel eturerum quo et, volorecta di tenihicab im soluptas ut voluptatur asinum reprae eossunt libus molenimagnis moluptate quisti re voluptam et ut quat eos quias eatios modi reici volut volessus quat ma ilique voluptio. Ut acillam, volorum qui occum exereria nihilignit

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com

Public Partners

16mm

First Page

Next Page

Sustainable Coffee Program Identity Manual

26

2.1.3 Folders

This is an example of an SCP folder, it can be printed for conferences or events.

18mm

18mm

10mm

Logo colors: PMS 168 Text colors: Black Credits: 7pt/9 Aligned left Printed only on one side Size: A4 Logos on top back Photos: of all countriesl

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.idhsustainabletrade.com/coffee

Public Partners

Logo, lines and photo containers are fixed You can only change the photos and texts

16mm

Front

Back

Sustainable Coffee Program Identity Manual

27

2.1.4 Press release

This is an example of an SCP press release template. If other partners should be recognized their logo can appear next to the SCP logo.

18mm

10mm

Logo color: Brown Text color: Black Header color: Red Font: Arial Header: 46pt/48 Subheader: 24pt/27 Text: 9.5pt/12 Credits: 7pt/9 Size: A4 Logos on bottom

18mm

The 3rd Coffee Sustainable Forum Press Release Ho Chi Minh City, 4 December 2013 “Sustainable Coffee Production through Public-Private Cooperation in Vietnam: Current Status and Future Outlook” The forum was jointly organized by the Coffee Coordinating Board of the Ministry of Agriculture & Rural Development (MARD) in collaboration with SNV Netherlands Development Organisation, 4C Association and powered

by IDH (the Sustainable Coffee Program). The event attracted 154 delegates from a broad spectrum, including: ministries, the Vietnam Coffee and Cocoa Association, research institutes, national & international coffee companies, NGOs, standards organizations, but importantly also auditors and local farmers.

In his opening speech, Mr. Pham Dong Quang, Deputy Director of Department of Crop Production, Ministry of Agriculture and Rural Development, Deputy Director of Vietnam Coffee Sector Coordinating Board, remarked: “To date, Vietnam’s coffee sector has made outstanding progress. However, it faces many sustainability challenges. These include “hot” development of cultivation area, exhausted soil, abuse of fertilizer, inefficient water use which leads to exhausted water sources in the context of the global climate change, quality and food safety control, outdated technologies, adding value to export products, and particularly benefit sharing mechanism between coffee farmers and companies to ensure long-term business relationships”.

Discussions centered around how to better connect coffee farmers, domestic enterprises and international actors, as well as how to develop action plans for addressing outstanding sustainability issues including gender and youth inclusion. The forum also reviewed the progress that has been made in sustainable coffee sector since the last meeting in December 2012.“This forum is a great occasion for us to review initial results achieved in sustainable coffee development in Vietnam, and to jointly identify challenges and bottlenecks that need to be addressed to ensure that Vietnam’s coffee sector fully capitalizes on its potential and advantages.”, Mr. Quang added.

Group discussions focused on key sustainability issues in the coffee sector, including: chemical use management; water use management; farmer group formation and organization; access to services such as credit, agricultural extension services and training. The participants worked together on identifying the causes of these issues and suggested solutions to address them. The outcomes of the forum provide useful inputs for refinement and completion of the Vietnamese National Master Plan for Coffee Sustainable Development of Vietnam.

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.idhsustainabletrade.com/coffee

Public Partners

16mm

Sustainable Coffee Program Identity Manual

28

2.1.5 Event invitations

This is an example of an event invitation template. If other partners should be recognized their logo can appear next to the SCP logo.

Logo color: Brown Text color: Black Header color: Red Font: Arial Header: 46pt/48 Subheader: 24pt/27 Text: 9.5pt/12 Credits: 7pt/9 Size: A5 Logos on bottom Photos: of all countries

18mm

10mm

18mm

Stakeholder Expert Meeting Invitation

Logo, lines and photo containers are fixed You can only change the photos and texts

Issues in production and trade of Robusta coffee in Indonesia and possible solutions to major bottlenecks Novotel Hotel Lampung 08:00-11:15 Monday, 28th April 2014 Confirmed participants include representatives from: The Sustainable Coffee Program powered by IDH, the Sustainable Trade Initiative, NestlĂŠ, Mondelez, Smuckers, Indonesian Coffee and Cocoa Research Institute and Dr. Jeffrey Nielson from the University of Sydney

As an important stakeholder in the industry, we value your presence and contributions to this expert meeting.

For more information or to confirm your attendance, before 21st April 2014 Contact Reuben Blackie blackie@idhsustainabletrade.com

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com Public Partners

16mm

Sustainable Coffee Program Identity Manual

29

2.1.6 Power Point

A PowerPoint template is available for the creation of presentations.

There are three different slide types available within the template.

Logo color: Brown Text color: Black Header color: Red Font: Arial Header: 80pt/82 Subheader: 48pt/50 Size: 1024x768px Logos: on last page Photos: of all countries

44px

24px

44px

Sustainable Coffee Program

Jenny Jenny Kwan Kwan Program Manager Program Manager coffee@idhsustainabletrade.com coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com www.idhsustainabletrade.com/coffee

Subtitle, subtitle, subtitle, subtitle, subtitle, subtitle, subtitle

Public Partners

Project Coordination Office postition title: tphamngoc@snvworld.org www.snvworld.org

December 2013

Steering Committee Members

72px

4

Front

Logo, lines and photo containers are fixed You can only change the photos and texts

Back

Sustainable Coffee Program Identity Manual

30

2.1.7 Event Materials Posters Posters with image masks have been created for use at external events and activities. These should be printed at A2 or larger.

You can use a version with program title or with the program boilerplate.

20mm 15mm

Logo color: Brown Header color: Red Font: Arial Header: 112pt/115 Subheader: 26pt/28 Size: A2 Logo's on bottom Photo's: of all countries

Sustainable Coffee Program

20mm

The Sustainable Coffee Program (SCP) targets mainstream up-scaling of sustainable coffee production and acts as a global convener of stakeholders. By supporting the creation of national sector strategies in focus countries and stimulating impact-oriented field-level projects, the SCP creates global synergies that bring sustainability in coffee to a mainstream level, creating scale advantages that will increase cost efficiency and impact.

Logo, lines and photo containers are fixed You can only change the photos and texts

15mm

Sustainable Coffee Program Identity Manual

31

2.1.7 Event Materials Banner Roll-up banners have been created for use at events and activities.

The print size is 85 x 200 cm, but the file can be adjusted to fit other frames sizes if needed

50mm

50mm

50mm

Logo color: Brown Size: 85x200 cm Logos: on bottom Photos: of all countries

Logo, lines and photo containers are fixed You can only change the photos and texts

50mm

Sustainable Coffee Program Identity Manual

32

2.1.8 Social Media Icon

This is an example of how the logo should appear on social media.

Logo color: Diapositive black Size: always a square

Sustainable Coffee Program Identity Manual

33

2.2 Business case documents

An external consultant, Technoserve, was contracted to conduct research in the Sustainable Coffee Program’s focus countries. To keep the content in line with the rest of the SCP brand we have created designs that also apply to their design.

The corresponding template documents can be found online, in the restricted access section of the website. www.sustainablecoffeeprogram.com/en/private-page

Sustainable Coffee Program Identity Manual

34

2.2.1 Glossy

Logo color: Brown Text color: Black Header color: Red Font: Arial Header: 46pt/48 Subheader: 24pt/27 Text: 9.5pt/12 Credits: 7pt/9 Size: A4 Logos: on bottom Photos: of the country

18mm

10mm

18mm

Vietnam

Acknowledgements

A business case for sustainable coffee production January 2014

An industry study by TechnoServe for the Sustainable Coffee Program

Logo, lines and photo containers are fixed You can only change the photos and texts

Key sources Institutions: 4C Association; Armajaro; Dak Man; Ecom; EDE Consulting; Hans R. Neumann Stiftung (HRNS); Institute for Policy and Strategy for Rural Development (IPSARD); Nedcoffee; Olam; Rainforest Alliance; Simexco; SNV; Trung Nguyen; UTZ Certified; Vicofa; Vinacafe; Volcafe; Western Highlands Agriculture and Forestry Science Institute (WASI); Yara.

Data: Dak Lak Statistical Department; Ministry of Agriculture and Rural Development (MARD); International Coffee Organisation (ICO); Food and Agriculture Organization of the United Nations (FAO); International Center for Tropical Agriculture (CIAT); Simpatica; Tropical Commodity Coalition (TCC); United States Department of Agriculture (USDA); Vinachem; World Bank.

Publications: Ahmad 2000; Cheesman et al. 2007; D’Haeze et al. 2003 & 2004; Fontenelle et al. 2007; Lu 2002; Marsh 2007; Trieu 2005.

Special thanks: Tran Thi Quynh Chi, Flavio Corsin, Dave D’Haeze, Michiel Kuit, Kirsty MacGregor, Chrystel Monthean, Pham Phu Ngoc, Do Ngo Sy, Vu Thi Min Tu.

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.idhsustainabletrade.com/coffee

About The Sustainable Trade Initiative IDH, The Sustainable Trade Initiative accelerates and up-scales sustainable trade by building impact oriented coalitions of front running multinationals, civil society organizations, governments and other stakeholders. Through convening public and private interests, strengths and knowledge, IDH programs help create shared value for all partners. This will help make sustainability the new norm and will deliver impact on the Millennium Development goals.

The Sustainable Coffee Program (SCP) is a mainstream public/private consortium supported by IDH, major coffee industry representatives, trade and export partners, civil society organizations, governments and standard setting organizations.

About TechnoServe TechnoServe is a non-profit organization that works with enterprising people in the developing world to build competitive farms, businesses and industries. TechnoServe develops business solutions to poverty by linking people to information, capital and markets. Our work is rooted in the idea that hardworking people can generate income, jobs and wealth for their families and communities. With more than four decades of proven results, we believe in the power of private enterprise to transform lives.

name, surname postition title: corporatepartnership@technoserve.org www.technoserve.org

Public Partners

16mm

6

Front

Back

Sustainable Coffee Program Identity Manual

35

2.2.2 Glossy Pages

Example pages

Vietnam remains the world’s most competitive coffee producer with the lowest global cost of production and an extremely efficient supply chain. Virtually all of Vietnam’s coffee is produced by smallholder farmers.

More than 25% of Vietnam’s production is verified or certified “sustainable”.

This has been achieved in a relatively short period of time as a result of exporters focusing on high-producing farmers.

Most of Vietnam’s production should be verified or certified by 2016 as a result of competition for market share; we expect these same competitive forces to drive down the incremental cost of verification paid by the industry.

This process will bring the entire sector to a documented, baseline compliance quickly and cheaply, but is unlikely to address Vietnam’s most pressing sustainability challenges: excessive agro-chemical use and scarce water resources.

There are incentives for farmers, government and the coffee industry to address these challenges and safeguard coffee farmers’ livelihoods, long-term coffee supply, and environmental assets for future generations.

However, “business as usual” is unlikely to unlock these actions. A catalyst will be required.

Context

Economics of Coffee Production in Vietnam

Global demand for sustainable coffee is rising Under the IDH umbrella, major coffee roasters have set a goal of increasing global sustainable coffee sales from 8% to 25% by 2015. This ambitious target can only be met through coordinated effort on the part of stakeholders and targeted investments at different stages in the supply chain.

A smallholder crop Coffee provides a livelihood for half a million Vietnamese smallholder farmers. 95% of Vietnam’s coffee is grown on small family farms of approximately one hectare.

Not all countries and producers will be able to meet this demand Many of the world’s coffee farmers will find it challenging to be verified or certified. These challenges vary by country and type of producer. In some cases, rising costs of production make it hard to absorb the additional cost of sustainability certification or verification relative to the economic benefits. In other situations, farmers are not of sufficient scale or are not aggregated in such a way that the economics can be justified.

Vietnam, however, is well positioned Vietnam remains the world’s most competitive coffee producer with a cost of production significantly below the nearest origin (see Exhibit 1). This cost advantage also applies to the incremental costs of certifying or verifying sustainability, which are lower on average in Vietnam than in other countries.

Vietnam’s coffee supply chain has several features that overcome the challenges of aggregation faced in other coffee origins. First, while farmers are not formally organized into aggregated units (e.g., cooperatives), exporters are able to leverage their relationship with collectors and aggregators to form large group schemes. Second, despite farm sizes being relatively small (one hectare on average), yields are the highest in the world. The relatively low cost of aggregating farmers through group schemes and the relatively high volume per farmer makes verification more cost-effective in Vietnam than in other countries (see Exhibit 2).

Vietnam is the world’s lowest cost coffee producer

Brazil (Arabica)

1.40 1.20

Lower labor and input costs With the exception of harvesting, smallholders are able to keep cash labor costs to a minimum using their own labor to maintain the family plot. Nitrogen-based fertilizer, farmers’ largest single cash cost, is also cheaper than in other countries. These factors give Vietnam a lower production cost compared to other producing nations such as Brazil, where farms are larger and require more hired labor and fixed capital assets (see Exhibit 3).

1.00

The highest yields in the world Vietnamese farmers enjoy coffee yields significantly higher than other coffee producers around the globe (see Exhibit 4). Irrigation and access to agro-inputs have played a critical role in Vietnam’s ability to consistently achieve high yields. Nearly all smallholder farmers construct their own wells and pump water for irrigation.

Agro-inputs are accessible and widely utilized. Higher yields translate into a significant cost advantage.

0.00

An enabling environment that promotes efficiency The enabling environment in Vietnam’s coffee sector promotes efficiency, reduces waste, and lowers costs.

Farmers have access to land rights that permit land to be bought, sold, and used as collateral for loans.

Gradual reforms transferred roles in the coffee industry from the state to the private sector. Strong private sector competition combined with few taxes, levies, quotas or production controls has led to an extremely efficient industry where intermediary costs are low and coffee farmers receive more than 90% of the export price.

Latin America

1.60

Rest of Asia

0.80

Vietnam

Africa

Brazil (Robusta)

0.60 0.40 0.20 0

25

50

Obis rem quiaeca tiisciatist est aperrum aut ut omni ium faccum et iusapie nduciis eos dunt fuga. Itati dolorup tatiaeptium, comnimp elendigendes molecullit, tet odiat vendunti comnimet, exerepero ius quid quia vellit ut alitatibus dem reicae mod unt rae volendunt quundit re officillique nusam

125

150

apere, od qui te am velendipsum autet ut et fugiatur, volupta qui dolorio.

Ebisciissi tem conectu rescia cone molorep udaepud andebit, sent ate nam ad molorpo rernam il illabore consequis dolorep

0.07

0.03

A competitive cost position that translates into higher incomes for farmers and growing market share As a result of the factors outlined above, coffee farming is highly profitable for smallholder farmers in Vietnam. In 2012, this generated over US$1 billion in net income for the smallholder coffee farmers of Vietnam.

0.01 Vietnam Cost per farmer (US$) 3

Exports per farmer4 (lb)

=

Brazil1

Africal2

10

90

8

1,300

3,300

110

Obis rem quiaeca tiisciatist est aperrum aut ut omni ium faccum et iusapie nduciis eos dunt fuga. Itati dolorup tatiaeptium, comnimp elendigendes molecullit, tet odiat vendunti comnimet, exerepero ius quid quia vellit ut alitatibus dem reicae mod unt rae volendunt quundit re officillique nusam

4

100

Verification is cost-effective in Vietnam

While the rest of the world’s Robusta exports have remained largely unchanged over the past 20 years, Vietnam has increased its production tenfold (see Exhibit 5) and its market share to 60% of all global Robusta exports.

2

75

apere, od qui te am velendipsum autet ut et fugiatur, volupta qui dolorio.

Ebisciissi tem conectu rescia cone molorep udaepud andebit, sent ate nam ad molorpo rernam il illabore consequis dolorep

5

Sustainable Coffee Program Identity Manual

36

2.2.3 Two Pager

Logo color: Brown Text color: Black Header color: Red Font: Arial Header: 46pt/48 Subheader: 24pt/27 Text: 9.5pt/12 Credits: 7pt/9 Size: A4 Logos: on bottom

18mm

10mm

column for graphs

18mm

Brazil

Key opportunities Reducing verification/certification costs • Aligning standards, enabling farmers who meet Brazilian standards to also obtain international recognition.

• Identifying ways to lower costs of audits and ongoing monitoring (e.g., from $150 to $35 for a one-day audit).

• Creating options so farmers can receive individual certificates more easily, or through innovative private sector aggregation models. (beyond cooperatives)

A business case for sustainable coffee production

Increasing farm profitability • Boosting yield, potentially from 50-70%, through improved agriculture.

• Introducing technology that can bring efficiency gains in harvesting, processing and other farm activities.

• Lowering overall production costs, giving farmers a greater margin to invest in more sustainable practices.

West Sao Paulo & Panama (medium farms) 3.1 m. bags

The world’s largest coffee producer Brazil has long been the world’s largest coffee producer, with a current market share of close to 40%. The majority of Brazil’s production is Arabica, although the Conillon (Robusta) segment is growing rapidly primarily to serve the domestic market (set to become the world’s largest in the near future).

A key issue in Brazil is rising production costs, which affects different farmers in different ways. The majority of Brazil’s 274,000 farms are under 10 hectares and family-owned and managed. These farmers are less impacted by rising labor costs because they rely heavily on family labor. Larger farms control labor costs via technology (e.g., self-propelled mechanical harvesters). Medium-sized farms are in a unique predicamentwheretheyaretoolargetogetbyonfamilylabor, but too small to afford significant capital investments.

Brazil has a highly efficient supply chain that does not depend upon farmer aggregation. Although there are several large cooperatives, most farmers sell their coffee independently and are free to move their business fluidly among exporters. This flexibility contributes to high levels of efficiency and liquidity in the sector, but discourages the private sector from providing long-term training and verification / certification to farmers.

Emerging sustainability trends Although Brazil is currently among the leading exporters of verified / certified coffees, future growth may be constrained by two bottlenecks.

Standards: Brazil has rigorous laws that go beyond the minimum criteria of most international standards. It is often hard for smaller farmers to make the investments needed to meet these national laws. As most international standards will defer to a higher national law, farms that do not comply with local laws cannot be verified/certified.

Economics: Verification / certification is economically viable for large farms and cooperatives. However, the cost is currently prohibitive for smaller farms to pursue verification / certification independently. Group schemes could reduce cost, but farmers would need to sacrifice flexibility to shift between exporters and other aggregators.

Cerrado Mineiro (medium farms) 5.3 m. bags

Sul de Minas & Mogiana (small farms) 8.8 m. bags Zona de Mata & Esoirito Santo (small farms) 9.7 m. bags

Espirito Santo (small farms, Conillon) 7.0 m. bags

Robusta Arabica

Rising costs have reduced Brazil’s cost advantage.

A strategy for co-investing in sustainability Brazil could increase production by 27 million bags and coffee revenues by $4.4 billion* through a focused program to help smaller farmers boost yield, reduce costs, and comply with sustainability standards. Over 10 years, this represents a 4.5% annualized growth rate, versus actual growth of 5.0% over the past 10 years.

While there is a business case for farmers to make these investments on their own, growth can be accelerated by strategic investment fromthe public and private sectors. These investments include supporting efforts to harmonize standards and increase individual farmers’ access to verification / certification, as well as innovations in farmer training that can collapse the cost per farmer. In addition, increased demand from the local market for sustainable coffees could strengthen the business case for farmers.

Brazil already has strong state and national programs for reaching farmers, including the individualized extension support provided by Certifica Minas and the group training mechanisms offered by SENAR. However, there are likely opportunities to expand outreach and effectiveness of training.

The Sustainable Coffee Program offers a collaborative framework to assist implementation and is open to co-invest with likeminded public and private partners in projects that demonstrate innovation or high potential for scaling.

Higher yields lead to lower production costs.

Cost of production* (R$ per bag)

* Cash costs only; excludes value of land and family labor

Yield (Bags per ha)

Higher yields make sustainability compliance more cost-efficient*.

US$ per lb green

1.40 0.30

1.10 0.20

Incremental sustainability costs

1.10 0.90

At current yield (20 bags/ha)

Base costs of production

At improved yield (30 bags/ha)

* Modeled on Arabica farm size of 5-7 ha

Cost of farmer labor (US$) per 60-kg bag: 30

Brazil

25

Ethiopia

20 15 10 5

2003

2013

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.idhsustainabletrade.com/coffee

name, surname postition title: corporatepartnership@technoserve.org www.technoserve.org

Quick facts: • • • • •

Farmers: 274,000 Avg. coffee farm size: 7.3 hectares Avg. yield: 1,236 kg/ha* Type: Arabica (70%), Robusta (30%) Share of sales verified or certified: 12%**

Public Partners

* Four-year average ** Estimate; includes UTZ, Rainforest Alliance, Fair Trade, 4Cs (2011/12)

16mm

Front

Back

Sustainable Coffee Program Identity Manual

37

2.2.4 Slide Deck

Logo color: Brown Text color: Black Header color: Red Font: Arial Header: 80pt/82 Subheader: 48pt/50 Size: 1024x768px Logos on last page Photos: of the country

44px

24px

44px

Brazil

A business case for sustainable coffee production

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com

Projectsurname name, Coordination Office postition title: corporatepartnership@technoserve.org tphamngoc@snvworld.org www.technoserve.org www.snvworld.org

December 2013 Public Partners

Steering Committee Members

Logo, lines and photo containers are fixed You can only change the photos and texts

72px

Front

Back

Sustainable Coffee Program Identity Manual

38

2.3 National Level

The national level templates have been created for the use of national coordinators and implementing partners in the field. They should serve to consistently represent the SCP activities. The following pages provide examples of the documents that have been designed on for national use. The corresponding template documents can be found online, in the restricted access section of the website. sustainablecoffeeprogram.com/en/private-page Images in these materials should be of coffee plants and farmers from the different coffee growing regions in which we work. The documents should always include the SCP logo, the IDH powered by logo, the national coordinator logos, donor logos and in some cases the Steering Committee member logos. The designs should stay clean, simple and transparent.

Sustainable Coffee Program Identity Manual

39

2.3.1 National Level Fact sheet

This is an example of a national level fact sheet.

It is the standard two page document that we use to distribute at events. It provides high level information and key facts on the program, its main activities and focus areas.

Logo color: Brown Text color: Black Header color: Red Font: Arial Header: 46pt/48 Subheader: 24pt/27 Text: 9.5pt/12 Credits: 7pt/9 Size: A4 Logos: on bottom Photos: of the country

18mm

10mm

photos

18mm

Vietnam Factsheet

January 2014

•

Logo, lines and photo containers are fixed You can only change the photos and texts

The Sustainable Coffee Program (SCP) targets mainstream up-scaling of sustainable coffee production and acts as a global convener of stakeholders.

By supporting the creation of national sector strategies in focus countries and stimulating impact-oriented field-level projects, the SCP creates global synergies that bring sustainability in coffee to a mainstream level, creating scale advantages that will increase cost efficiency and impact.

sector partners for implementation. Contract will specify co-funding requirements, financial audit, performance tracking, reporting requirements, M&E plan and a schedule of milestones. The IDH contribution will be disbursed through SNV Performance assessment reports are reviewed regularly by the PAC and Steering Committee

Who are in the SCP Steering Committee?

• Steering Committee (SC) consists of the main program funders and partners: • Representatives of major funders (currently IDH The Sustainable Trade Initiative) • Representatives of coffee roasting companies (currently Nestlé, Mondelēz International, DE Master Blenders 1753 and Tchibo) • Representatives of civil society organizations (currently WWF Worldwide Fund for Nature • Additional founding partners also represented in the Steering Committee: European Coffee

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com

The Sustainable Coffee Program (SCP) has been established as a public-private cooperation involving the coffee industry, trade and export partners, governments, NGOs and standard setting organizations. The objective of the Sustainable Coffee Program is to increase sustainable green coffee sales from 8% in 2010 to 25% by the end of 2015 in a pre-competitive manner and make coffee farmers more resilient in an ever-changing market, especially in the context of global climate change and higher social disparities between rural people involved in agricultural production and others. The program focuses on the following countries: Vietnam, Indonesia, Brazil, Colombia, Uganda and Ethiopia.

The program is supported by the four founding industry

participants: Mondelēz International, Nestlé, DE Master Blenders 1753 and Tchibo. It is managed by IDH The Sustainable Trade Initiative, which is also the key program driver, strategy implementer, and manager of the overall program and program funds. The Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH, is involved as a development partner. Additional participation is channeled through the Royal Dutch Coffee and Tea Association (KNVKT) and the European Coffee Federation (ECF). The WWF (World Wildlife Fund) is also represented on the Steering Committee.

Federation (ECF)/Royal Dutch Coffee and Tea Association (KNVKT)/ Deutsche Gesellschaft für Internationale Zusammen arbeit (GIZ) GmbH. For roasters cwanies wanting to join the SCP Any roaster company can join the SCP, if the company participates in at least one focus country and contributes to at least one national agenda.

The roaster may choose to participate in the Steering Committee if the roaster qualifies with the following criteria: • Participates in at least 3 focus countries and contributes to at least 3 national agendas • Contributes to the international fixed costs and activities • Utilizes green coffee in trading activities

Project Coordination Office postition title: tphamngoc@snvworld.org www.snvworld.org

Project Coordination Office postition title: agroinfo@ipsard.gov.vn www.ipsard.gov.vn

Public Partners

Steering Committee Members

Why SCP in Vietnam?

Vietnam is the largest producer of Robusta coffee,

16mm

Front

Back

Sustainable Coffee Program Identity Manual

40

2.3.2 National Level Letterhead

We have designed a basic letterhead for sending official documents.

18mm

18mm

10mm

Logo colors: PMS 168 Text colors: Black Text font: Arial 9.5pt/12 Aligned left Printed only on one side on "next page" SCP and IDH Size: A4 Logos: on bottom

Sustainable Coffee Program Name + Surname Postbox 19219 3501 DE Utrecht The Netherlands T: +31 (0) 30 2305 671

Hita consequi conse derumquas nonsend ignimagnim quasit, quisqui occus, qui rese nos seque rereperrovid molum estis nus, vent volupti officid que autem que inturepero blaudit atatqua spereni hitiate eveniatur, sam sam quis as secessit vel eturerum quo et, volorecta di tenihicab im soluptas ut voluptatur asinum reprae eossunt libus molenimagnis moluptate quisti re voluptam et ut quat eos quias eatios modi reici volut volessus quat ma ilique voluptio. Ut acillam, volorum qui occum exereria nihilignit eatureped utetur asinctur? Qui nam imoluptatur magnimi lliquos sus, sequodis et as sum quat eari ius repudio ex et autem eosapit et fuga.

Mr.Flavio Corsin IDH Vietnam Hanoi REF: The Sustainable Coffee Program (SCP) & National Sustainability Curriculum (NSC)

Hanoi, April 7th , 2014

Sed maxim eum am vollorest, ut aut hil modiae aut remo expersped es enimint istibus ad mil im volectectur, to tem. Me nonsequatio. Et aperro mi, solestin nos dolori volorio. As velent doluptatur ad quianda dolor maionecus magnis minus, temquiania cuptatque prem harumqui consequaera vel iunt et, si officid qui blam faceatur? Volendaest voles ditat ium fugit, voluptiis aut aut excea doloremquisi opti con reperspitem estibus eos esci offic te nus volumqu iatemperum, volore, ad que volorpo rumquae ceatquid que aut quas exces dolore aut fugit que volorempore quunt, sanduci tatiuscil idione nossinctur mi, tem anto offic te venit labo. Bist, sinctat ectiandit ut quam, tem quia nusdae corem es est voluptaqui sequate mpererumquam accum sumquia sunt poria di atur, et res molorep elesequi coneces dit illuptis dolupta dolupti ssinum aturerum, simet as adictis eumquiam doluptiam, volupta nam, occullibusda as cumende lestio eos ea si officie ndigentia qui ut perovit pedi nonsequi nem ium et lam re pe sam, aut quatquis etus velectiur?

Ipsam quam excero illes aspicia nonest, quatia vidite pores que repudi ius num hicillendi sunt. Uci blabori onsequi quae saerum quam harum aliasite sit prerem qui nulparum nobisci libus, ommolestio. Nem iditi tem ides apitam faccum alitiunt qui ius ressequi ommoloreiust int idiaese ndiaeptaquis sit eictemporent quisci con provid et reiusam facest

Dear Sir: The Sustainable Coffee Program (SCP) has been established as a public-private cooperation involving the coffee industry, trade and export partners, governments, NGOs and standard setting organizations.

The objective is to increase production, yields and export availability of certified and verified coffee in a pre-competitive manner and make coffee farmers more resilient in an ever-changing market, especially in the context of global climate change and higher social disparities between rural people involved in agricultural production.

Exceaqu iatecep udiam, ut fugit quibus ipsus repudipsunte exceaqu ibusdam, officat eosaped modit eaquos eate voluptaecest aditae eatus a que repratur? Porios ea volorro eum asimi, ut labo. Nequati amet pel inullam, quiaectus, to to escient. Et volorum que dusam, omnis quisitatius pore prehendiore, a quidita tiandic atesti omnisquam et omnimincimi, nesciam autas dist porernam vere pro volutat aligni cum aut liasin nim hillibusae. Ut que voloriandi debissit volore cor aut ommo quaest qui quos dolum que non nonsequae nullatin et aut ex eosto blaborro dolora dem ex ea quist, int lam et quidelest, quas es aborepe qui dolent.

Bus pero odis dis inctio.

Sincerly Yours, Name + Surname

The Sustainable Coffee Program is funded by SECO and DANIDA, led by IDH Vietnam and implemented by SNV Vietnam – Netherlands Development Organisation and the Institute of Policy and Strategy for Agriculture and Rural Development – (IPSARD) / MARD. From this letter I would like to keep you informed you on the 2014 SCP main activities and expected results related to the National Sustainability Curriculum (NSC). At some point in the near future, we may also request your feedback, participation or involvement in some of the following activities: National Sustainability Curriculum’s Validation Process from April 2014 – May 2014 The overall objective of the NSC is to provide training on the fundamentals of sustainability within the Vietnamese coffee sector. The validation process will include consultation and feedback from different stakeholders in the coffee sector National Sustainability Curriculum’s Training Process from May 2014 - June 2014 The training process will include Training of Trainers (ToT) activities including experts and technical staff from companies and public sector. It will also include Training of Farmers (ToF) activities in the field.

National Sustainability Curriculum’s Approval Process from June 2014 -August 2014 The approval process will include several presentations and discussion to the National Crop Production Department, National Agriculture Extension Centre (NAEC), the Vietnam Coffee Coordination Board (VCCB) and other departments from the Ministry of Agriculture and Rural Development (MARD).

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com

Nguyen Trung Anh SCP Project manager SNV Vietnam NguyenTrung@snvworld.org

Public Partners

16mm

First Page

Next Page

Sustainable Coffee Program Identity Manual

41

2.3.3 National Level Newsletter

We have designed a basic template for use when creating national letter newsletters.

Logo color: Brown Text color: Black Header color: Red Font: Arial Header: 46pt/48 Subheader: 24pt/27 Text: 9.5pt/12 Credits: 7pt/9 Size: A5 Logos: on bottom Photos: of all countries

18mm

10mm

Vietnam

How to Join SCP Field Level Projects Focus Areas

Sustainable Production

Newsletter

Climate Change

National Strategies Final application: Setting up the Coffee Development Fund • Short-listed applicants will submit a final draft applicaThe Government Office has agreed on the Notice No. tion 4546/VPCP.KTTH, dated 6 June 2013, to assign the Standard Access • Final applications are reviewed

by IDH/SNV and Ministry of Finance to to Finance coordinate to the Ministry of IndusCollaboration sent to the second PAC review and SC approval try and Trade and the Ministry of Agriculture and Rural • Selected applicants will be notified.

Development to work out the setting up of the Coffee • Once approved, SNV will sign a contract with the Development Fund. This is an ongoing process and has applicants for implementation. The contract will not yet achieved an official result. post-harvest handling, processing, increased quality, farmer poverty, lack of access to finance and specify co-funding requirements, financial audit, productivitytracking, reporting requirements, M&E climate change.

The sector recognizes the need to performance How to Join SCP Field Level Projects · plan Certification standard collaboration; cost move beyond its earlier competi tivenotes and certification and a schedule of milestones.

Thecreating IDH contriIDH/SNV is looking for new concept and/or efficiency transparency driven efforts, and towards much more bution will beand disbursed through SNV. investment ideas from coffeeaproducing andsystemic exporting and institutionalized, collaborative, • Performance assessment reports are reviewed regcompanies.

Interestedpre-competitively companies can approach IDH/ National strategies impact-oriented approach, to make the coffee sectors ularly by the PAC and Steering Committee.

SNV to obtain criteria for co-funding, monitoring of KPIs The program will also meet national sector needs by in the key producing countries moreapproval/appraisal sustainable. and Concept Note form.

The project linking to existing institutions and structures, ensuring process is as follows: that results translate intoprocessing national programs that are Program outline and objective Coffee roasters, traders, and exporting tailored to the needs StrateThe Sustainable companies, who intendoftonational invest instakeholders. sustainable coffee Concept Note: Coffee Program brings together key gies are designed a national level, critically, are players the coffee industry,applicants including traders and production and are on interested in the IDHbut co-funding • SNV in works with qualifying to develop geared the global exporters, NGOs and standard scheme.towards The percentage of market. companies and IDH co-fundconcept(local) notes governments, that fit with SCP objectives.

IDH will setting the program, over 4 farmer million ing for project implementation should be 70% and 30% onlybodies. co-fund Through precompetitive activities (e.g.

In 2012, the Sustainable Coffee Program started improducing respectively. training)families will be reached. Such scope calls plementing national strategies in four countries: Brazil, for overarching, holistic and innovative strategies • Qualifying applicants should complete the SCP that ConEthiopia, Uganda and Vietnam. go beyond certification.

These include: cept Note Forms

November 2013

Logo, lines and photo containers are fixed You can only change the photos and texts

subheader

18mm

SCP Vietnam - After one year of operation The Sustainable Coffee Program (SCP) has been established as a publicprivate cooperation involving the coffee industry, trade and export partners, governments, NGOs and standard setting organizations. The objective of the Sustainable Coffee Program is to increase global sustainable green coffee sales from 8% in 2010 to 25% by the end of 2015 in a pre-competitive manner and make coffee farmers more resilient in an ever-changing market, especially in the context of global climate change and higher social disparities between rural people involved in agricultural production and others.

Being the largest producer of Robusta coffee, accounting for almost 15% of global coffee production, Vietnam is consequently one of the focus countries of the SCP. The SCP Vietnam was launched in a workshop in Hochiminh City on 17 September 2012, followed by a workshop and field visit to Dak Lak province which involved the participation of a wide range of coffee stakeholders including representatives from the Ministry of Agriculture, Government of coffee producing provinces, association, coffee processing, trading and roasting companies, and coffee producers.

• · • · ·

Concept notes are reviewed for completeness by Climate change; adaptation to and resilience IDH and SNV Anagainst independent expert Project Assessment Commitaccess to finance; investment teeFarmer (PAC) reviews and assesses concept capital notes and and guarantee schemes makes recommendations to the Steering Committee Good agriculturalconcept practices; growing, harvesting, (SC) on short-listed notes/applicants

Jenny Kwan Program Manager Jenny Kwan coffee@idhsustainabletrade.com Program Manager www.sustainablecoffeeprogram.com coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com

Project Coordination Office postition title: tphamngoc@snvworld.org www.snvworld.org

Project Coordination Office postition title: agroinfo@ipsard.gov.vn www.ipsard.gov.vn

Public Partners

Steering Committee Members

16mm

Front

Back

Sustainable Coffee Program Identity Manual

42

2.3.4 National Level Power Point

A PowerPoint template is available for the creation of national level presentations.

Logo color: Brown Text color: Black Header color: Red Font: Arial Header: 80pt/82 Subheader: 48pt/50 Size: 1024x768px Logos: on last page Photos: of the country

44px

24px

44px

Vietnam

A business case for sustainable coffee production

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com

Project Coordination Office postition title: tphamngoc@snvworld.org www.snvworld.org

December 2013

Public Partners

Logo, lines and photo containers are fixed You can only change the photos and texts

Steering Committee Members

72px

Front

Back

Sustainable Coffee Program Identity Manual

43

2.3.5 National Level Press Release

This is an example of a national level press release template. If there are other partners that should be recognized they can appear next to the national coordinators logo.

18mm

10mm

Logo color: Brown Text color: Black Header color: Red Font: Arial Header: 46pt/48 Subheader: 24pt/27 Text: 9.5pt/12 Credits: 7pt/9 Size: A5 Logo's on bottom

18mm

The 3rd Coffee Sustainable Forum in Vietnam Press Release Ho Chi Minh City, 4 December 2013 “Sustainable Coffee Production through Public-Private Cooperation in Vietnam: Current Status and Future Outlook” The forum was jointly organized by the Coffee Coordinating Board of the Ministry of Agriculture & Rural Development (MARD) in collaboration with SNV Netherlands Development Organisation, 4C Association and powered

by IDH (the Sustainable Coffee Program). The event attracted 154 delegates from a broad spectrum, including: ministries, the Vietnam Coffee and Cocoa Association, research institutes, national & international coffee companies, NGOs, standards organizations, but importantly also auditors and local farmers.

In his opening speech, Mr. Pham Dong Quang, Deputy Director of Department of Crop Production, Ministry of Agriculture and Rural Development, Deputy Director of Vietnam Coffee Sector Coordinating Board, remarked: “To date, Vietnam’s coffee sector has made outstanding progress. However, it faces many sustainability challenges. These include “hot” development of cultivation area, exhausted soil, abuse of fertilizer, inefficient water use which leads to exhausted water sources in the context of the global climate change, quality and food safety control, outdated technologies, adding value to export products, and particularly benefit sharing mechanism between coffee farmers and companies to ensure long-term business relationships”.

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.idhsustainabletrade.com/coffee

Discussions centered around how to better connect coffee farmers, domestic enterprises and international actors, as well as how to develop action plans for addressing outstanding sustainability issues including gender and youth inclusion. The forum also reviewed the progress that has been made in sustainable coffee sector since the last meeting in December 2012.“This forum is a great occasion for us to review initial results achieved in sustainable coffee development in Vietnam, and to jointly identify challenges and bottlenecks that need to be addressed to ensure that Vietnam’s coffee sector fully capitalizes on its potential and advantages.”, Mr. Quang added.

Group discussions focused on key sustainability issues in the coffee sector, including: chemical use management; water use management; farmer group formation and organization; access to services such as credit, agricultural extension services and training. The participants worked together on identifying the causes of these issues and suggested solutions to address them. The outcomes of the forum provide useful inputs for refinement and completion of the Vietnamese National Master Plan for Coffee Sustainable Development of Vietnam.

Project Coordination Office postition title: tphamngoc@snvworld.org www.snvworld.org

Public Partners

16mm

Sustainable Coffee Program Identity Manual

44

2.3.6 National Level Event Invitation

This is an example of an event invitation template.

If there are other partners that should be recognized they can appear next to the national coordinators logo.

Logo color: Brown Text color: Black Header color: Red Font: Arial Header: 46pt/48 Subheader: 24pt/27 Text: 9.5pt/12 Credits: 7pt/9 Size: A5 Logos: on bottom Photos: Vietnam

18mm

10mm

18mm

Vietnam Coffee Outlook Invitation

Logo, lines and photo containers are fixed You can only change the photos and texts

The Sustainable Coffee Program and the 4C Association host a forum on: Celebrating Sector Successes and the Challenges Ahead.

Featuring:

Speaker or organization Speaker or organization

Jenny Kwan Program Manager coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com

15 April 2014 Hilton Hotel, Amsterdam www.idhsustainabletrade.com RSVP by date and contact details Name + Surname +31 6 1234 5678 info@idhsustainabletrade.com

Project Coordination Office postition title: tphamngoc@snvworld.org www.snvworld.org

Public Partners

16mm

Sustainable Coffee Program Identity Manual

45

3 Templates can be found at: www.sustainablecoffeeprogram.com/en/private-page Login: coffee@idhsustainabletrade.com Password: sustainablecoffee 1.

SCP LEVEL

a. SCP_factsheet.dotx b. SCP_powerpoint.potx c. SCP_letterhead.dotx d. SCP_folder.dotx e. SCP_press release.dotx f.

SCP_event invitation.dotx g. SCP_poster.dotx

2.

BUSINESS CASE

a. b. c.

BUSINESS CASE_glossy.dotx BUSINESS CASE_2-pager.dotx BUSINESS CASE_powerpoint.potx

3.

NATIONAL LEVEL

a. NATIONAL_factsheet_brazil.dotx NATIONAL_factsheet_uganda.dotx NATIONAL_factsheet_ethiopia.dotx NATIONAL_factsheet_vietnam.dotx b. NATIONAL_newsletter_brazil.dotx NATIONAL_newsletter_uganda.dotx NATIONAL_newsletter_ethiopia.dotx NATIONAL_newsletter_vietnam.dotx c. NATIONAL_powerpoint_brazil.potx NATIONAL_powerpoint_uganda.potx NATIONAL_powerpoint_ethiopia.potx NATIONAL_powerpoint_vietnam.potx d. NATIONAL_event invitation_brazil.dotx

NATIONAL_event invitation_uganda.dotx

NATIONAL_event invitation_ethiopia.dotx

NATIONAL_event invitation_vietnam.dotx e. NATIONAL_press release.dotx f.

NATIONAL_letterhead.dotx

Sustainable Coffee Program Identity Manual

46

Contact

For questions regarding this brand manual you can contact: Gillian Evans Communication Manager evans@idhsustainabletrade.com coffee@idhsustainabletrade.com www.sustainablecoffeeprogram.com

Sustainable All rights reserved, Coffee Š Program Sustainable Identity Coffee Manual Program 2014 47