First regenerative agriculture labeled coffee to be launched
MILAN, October 25 Oct 2023 – The world’s first coffee with a “regenerative agriculture” label is being distributed globally by the Italian brand Illy Caffè in partnership with the Cerrado Coffee Growers Federation.
The grains of “Arabica Selection Brasile Cerrado Mineiro,” have regenerative certification from Regenagri. This global organisation aims to guarantee the health and preservation of the soil, with accreditation from the British Control Union.
The label proves there has been an increase in organic matter in the soil, improvement in biodiversity, rebalancing of the ecosystem’s natural functions, sequestration of atmospheric carbon dioxide and an increase in the water, carbon and nutrient cycles.
Cerrado Coffee Growers Cooperative [Expocacer] recently underwent a strategic repositioning of its brand to promote coffee-growing linked to socio-environmental impact. The company says that taking part in this launch, where most of the coffees sold came from cooperative members, is proof that the cooperative is on the right track.
Destination of origin
With notes of intense caramel, the product will be available in 50 countries this year, which is expected to reach 140 by 2024. The coffee will be sold in 250 g cans in both ground and grain versions.
“This is a turning point for us,” claims Fernando Beloni, producer and president of Expocacer.
“As well as being the first product with a regenerative label and designation of origin to go into retail, it will be distributed by Illy Caffè, a major company renowned in the sector. Expocacer currently has 5,500 hectares of regenerative coffee, and we are working to certify even more cooperative members.”
Enabling good practices
Farlla Gomes, Expocacer’s sustainability manager, says that the regenerative label has further highlighted the producer’s commitment to the environment and society.
Arabica Selection Brasile Cerrado Mineiro will be available in 50 countries this year, which is expected to reach 140 by 2024. “The market is increasingly demanding, and we must reach and follow the movement toward sustainability. The consumer wants to know where the coffee comes from, how it is produced and who produces these beans, so it’s very important and gratifying that these good practices have been carried out by our producers for years, with a lot of research and study, are being recognised by the market.”
According to the Global Consumer Insights Pulse survey, carried out in 25 countries by PwC, ESG concerns now influence the purchasing decisions of half of all consumers.
The trend is here to stay and is behind the interest with the avant-garde cooperative’s regenerative and carbon-neutral coffee initiatives.
This year, Expocacer, with support from the Brazilian Support Service for Micro and Small Businesses [Sebrae], has certified 14 cooperative members, which is expected to grow to 24 by the end of 2023.
“Regenerative agriculture is a banner of the company’s president, Andrea Illy, who also leads the Regenerative Society Foundation. Therefore, this launch is significant for us because there is a lot of Brazil in Illy’s blends,” says Frederico Canepa, general manager of Illy Caffè Sulamerica.
“In addition, regenerative practice is an interesting model because it allows us to maintain high production and guarantee ecosystem conservation.”
Promoting resilience in agriculture
Regenerative coffee farming adopts practices that aim to preserve soil health, increase biodiversity, protect water resources and promote the resilience of agricultural systems.
Among the advantages of regenerative practices are the preservation of flora and fauna, cost savings, reduced pollution, higher coffee quality, greater resistance to climate change and reduced deforestation.
“We are happy to have started this regenerative work seven years ago on our farm with modern agriculture. Today, we have a large certified group, and when a company like Illy launches its coffee in the permanent line, it is confirmation that we are going on the right path,” says producer Paula Urtado from Fazenda Três Meninas.
Climate change and coffee
Climate change is impacting global crops, including coffee, due to human-caused planetary warming.
Scientists recently warned that in the wake of erratic rain patterns and extreme heat, dwindling pollinator counts are reducing coffee and cocoa crops.
Nestlé recently launched a weather insurance program in Indonesia with climate insurance specialist Blue Marble.
The initiative is slated to benefit over 800 smallholder coffee farmers supplying Nescafé. It provides financial protection for unpredictable weather patterns, such as rainfall and drought, using satellite-based climate data to determine crop impacts.
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