This is worth savoring: The coffee industry is finally catching up to its promises. A new report from the Global Coffee Platform (GCP) reveals that 75% of coffee purchased by 11 major buyers in 2024 met at least one sustainability standard—a record high. For context, these buyers, including Nestlé, JDE Peet’s, and Tesco, accounted for 21% of global green coffee purchases, representing 38.4 million 60-kilo bags. The jump from 73% in 2023 to 75% this year signals a shift, but the path isn’t without hurdles.
The report highlights a growing embrace of sustainability, yet the metrics remain tangled. Third-party certifications like 4C, Fairtrade, and Rainforest Alliance still dominate, but companies are also leaning on in-house schemes like Nespresso’s AAA program or Ecom’s SMS Verified. Together, these frameworks cover 74% of the coffee bought by the 11 buyers. However, the lack of standardized definitions for “sustainable” creates confusion. A coffee labeled “sustainable” by one company might not meet another’s criteria, complicating efforts to track real-world impact.
What’s clear is that the industry is moving toward transparency. The 4C certification, which requires 100% traceability and environmental safeguards, led the pack with 694,035 tons of coffee. Enveritas Green followed closely. Yet, even with these strides, only 46.7% of the coffee in the report bore third-party certifications. The rest relied on internal systems, which, while promising, lack the universal credibility of external audits.
The GCP’s Annette Pensel urges deeper collaboration. “We must align measurement and investment to ensure progress isn’t just incremental,” she says. The takeaway? Sustainability isn’t a checkbox—it’s a continuous process requiring trust, data, and shared goals.
How can the industry bridge the gap between promises and proof.
What’s your take? How can the industry bridge the gap between promises and proof? Share your thoughts below.
Questions & Answers
What percentage of coffee meets sustainability standards?
75% of coffee from 11 major buyers meets some sustainability mark.
Which buyers are involved in sustainability efforts?
11 major buyers, including Nestlé, Starbucks, and Unilever, are involved in sustainability efforts.
Information sourced from industry reports and news outlets.
