To celebrate International Coffee Day on 1 October, illycaffè has announced Mind the Coffee Cup – the Future of Coffee Examined in Depth, a project to support collaborative efforts in developing sustainable coffee-production solutions amid climate change concerns.
According to the international coffee brand, more than three billion cups of coffee are consumed each day and the industry supports 25 million farming families. However, rising temperatures, rainfall pattern shifts, and crop disease due to climate change stand to harm coffee production worldwide.
In response to these threats, illycaffè has implemented regenerative agriculture practices in its coffee production, aiming to reduce environmental impact, restore soil fertility, enhance biodiversity, and ensure a stable income for coffee farmers by keeping up production.
illycaffe’s Mind the Coffee Cup project, launching on 1 October in cities worldwide, will use both physical and digital channels to educate the public about regenerative agriculture while they enjoy coffee produced through this process in select locations such as Piazza San Babila in Milan. Additionally, the San Babila metro station will be redesigned by illycaffè in a further effort to educate passengers.
Throughout October, illycaffè’s directly managed stores and select bars will serve Arabica Selection Brasile Cerrado Mineiro, the brand’s first coffee made entirely via regenerative agriculture. The coffee is the product of a longstanding partnership with the Cerrado Mineiro Producers Federation. Together, they have worked to find and implement the best practices for adapting to, mitigating, and regenerating ecosystems affected by climate change, paving the way for a more sustainable coffee industry.
