or human‐rights concerns. Rather, it reflects our commitment to continuous improvement and measurable impact for people, nature and climate.”
Globally, the company is progressing toward its target of 100 % responsibly sourced green coffee by 2025. For hospitality customers, this kind of framework provides reassurance at scale, even if the details sit several steps upstream.
For ORIGIN, transparency is more hands-on.“ Certifications can be a useful starting point, but many sustainable farms do not have them,” says Gaag.“ We also visit the farms and washing stations ourselves. Building long-term relationships with trusted partners is key, and we work with them year after year. There is no shortcut to that.”
Packaging is one of the most visible sustainability touchpoints for hospitality operators and consumers, and often the easiest place to start.
“ Packaging plays a pivotal role in our sustainability efforts,” Mashilo says. He points to recyclable glass jars, refill packs and aluminium capsules designed to preserve quality while reducing waste. Importantly, he notes that recyclability depends on local infrastructure, highlighting the gap between design intent and real-world outcomes.
Gaag agrees on the importance of making sustainability easy for customers.“ We are in the process of moving to 100 % recyclable and compostable packaging for ORIGIN,” he says. The plan includes in-store takeback, where customers can return used packaging for recycling in exchange for a free cup of coffee. On the wholesale side, ORIGIN has made a practical adjustment: packing larger orders in fewer bags.“ Packing 5kg or 10kg orders in 2kg bags instead of 1kg ones halves the number of bags that need to be recycled while keeping the coffee fresh,” Gaag explains.
One of the biggest barriers to sustainable choices in hospitality remains cost, particularly in a marginsensitive environment.
“ At JDE Peet’ s, we see sustainability and profitability as mutually reinforcing rather than competing,” Mashilo says. While Gaag adds:“ Sustainability does come at a higher cost, and someone has to carry that. Our customers value quality coffee that is farmed sustainably, so the premium nature of our product aligns with their expectations.”
Keeping costs under control, Gaag says, often comes down to consistency and long-term relationships. Standardised packaging and local suppliers help offset some of the added expense without compromising values. For cafés, hotels and restaurants looking to do better without overloading teams or confusing customers, the advice from both sides is reassuringly simple.
“ Sustainability doesn’ t have to happen all at once,” says Mashilo.“ The most important step is to start small, stay consistent and focus on what makes the biggest difference across operations.”
Gaag echoes the sentiment:“ You can’ t do everything at once. Start with one small change, and grow from there. If everyone does a little, the impact will be far greater than if only a few do a lot.”
For the broader F & B and hospitality industry, conscious coffee is less about perfection and more about progress – one cup, and one decision, at a time.