F & B
FROM FARM TO CUP, COFFEE CAN DO MORE THAN WAKE YOU UP – IT CAN WORK FOR THE PLANET. LEARN HOW SMART SOURCING, CLEVER PACKAGING AND SMALL OPERATIONAL CHANGES CAN MAKE COFFEE MORE CONSCIOUS AND MORE PROFITABLE.
In an industry built on daily rituals, coffee has an outsized environmental and social footprint. For cafés, roasters, hotels and restaurants, the question is no longer whether sustainability matters, but how to make it practical, credible and commercially viable. From sourcing and packaging to waste and energy use, conscious coffee is increasingly about steady progress rather than grand gestures.
Sustainability in coffee is often discussed in abstract terms, but the biggest gains come from focusing on the full value chain.
“ By engaging throughout the value chain, from sourcing and farming to processing, roasting, packaging and consumption, businesses can make the biggest difference,” says Mbulelo Mashilo, Brand Manager at JDE Peet’ s – the Dutch beverage company and owner of brands such as Douwe Egberts and Jacobs.“ Key steps include sourcing responsibly, investing in climate‐smart farming practices, reducing waste, managing energy and water use, and choosing packaging with circularity in mind.”
Chris Gaag, Sales Director at ORIGIN Coffee Roasting, which this year celebrates 20 years in business, takes a more stripped-back view.“ The most impactful steps are often the simplest: reduce what you can, recycle what you can’ t, and partner with people who share the same values.”
For cafés and hospitality operators, supplier choice is often the most immediate lever.“ Working with like-minded suppliers who prioritise sustainability allows environmentally responsible practices to become part of daily operations,” Gaag explains. That could mean choosing a roaster that delivers coffee in refillable drums, or one that actively supports recycling and waste reduction.
Traceability and transparency are increasingly important for B2B buyers and consumers alike, yet they remain challenging when it comes to an agricultural product that is often grown far from the point of consumption.
Mashilo frames JDE Peet’ s approach through its Common Grounds programme, which guides its global sourcing strategy.“ It is important to note that‘ responsibly sourced’ does not imply a supply chain free of risk
48 TRADE & TASTE / 2026