This might just change your routine: A new report from the VOCAL Coffee Alliance is urging coffee traders and roasters to stop treating sustainability as a separate project and instead embed it into their core buying practices. The findings, based on consultations with producers across eight coffee-growing countries, argue that corporate sustainability efforts have failed to address systemic inequities in the value chain. Instead of siloed initiatives, the report calls for a radical shift—rethinking procurement to prioritize living income, timely payments, and risk-sharing as non-negotiables.
The report dismantles the myth that sustainability is a checkbox exercise. Project-based initiatives, often funded by donors and technical experts, have become “sustainability silos”—disconnected from the realities of coffee production. These programs, meant to boost farm productivity, rarely align with companies’ procurement strategies. The coffee produced isn’t always bought by the same companies, and prices remain disconnected from the equation. “Price is the single variable impacting farmer income in companies’ direct control,” the report states. Yet, it’s treated as an afterthought.
The problem isn’t just about pricing. The report highlights how 12.5 million smallholder farmers—producing 80% of the world’s coffee—capture the least value while shouldering the highest risks. Existing market structures exclude the labor, environmental stewardship, and climate adaptation efforts of farmers. “They’re excluded from the value they create,” the report argues. Living income, once a niche concept, is now a rallying cry. But the report warns that data collection alone isn’t enough. Service delivery must focus on behavior change—moving beyond productivity metrics to restructure power dynamics in the value chain.
The VOCAL alliance, comprising eight civil society groups, is pushing for procurement practices that reflect the true cost of coffee. This isn’t just about ethics; it’s about survival. With global prices fluctuating and smallholders bearing the brunt of market volatility, the report urges buyers to rethink their role. “We must achieve fundamental changes to value chain relationships,” it concludes. The report will evolve as more producer voices are heard, but the message is clear: sustainability isn’t a project—it’s a paradigm shift.
How can coffee buyers ensure their practices truly support producers, not just their sustainability goals.
How can coffee buyers ensure their practices truly support producers, not just their sustainability goals?
Questions & Answers
How does sustainability impact core buying practices?
Sustainability influences buying by prioritizing eco-friendly products, reducing waste, and supporting ethical suppliers. It reshapes decision-making to align with long-term environmental and social goals.
Why is embedding sustainability critical for businesses?
Embedding sustainability ensures businesses meet regulatory demands, attract conscious consumers, and reduce environmental harm. It drives innovation and long-term resilience.
Information sourced from industry reports and news outlets.
