JDE Peet’s has expanded its global effort to combat coffee-related deforestation by signing three Memoranda of Understanding (MOUs) with Peru, Honduras, and Rwanda.
This ensures continued access to the European market for smallholder farmers upon implementation of the EU Deforestation Regulation (EUDR), and fosters climate change resilience for coffee, ensuring JDE Peet’s’ customers and consumers have continued access to high-quality coffee products.
“We are very proud to further progress our efforts to combat deforestation through these new MOUs with Honduras, Peru, and Rwanda,” says Laurent Sagarra, Vice President Sustainability at JDE Peet’s.
“Deforestation, and its impact on climate change, poses a threat to our business, as we look to buy high-quality coffee beans from around the world to delight our customers and consumers. That is why JDE Peet’s is committed to working with our partners and governments to ensure we can grow coffee responsibly while helping to secure the livelihoods of millions of smallholder farmers.”
JDE Peet’s has already signed MOUs to combat deforestation with Ethiopia, Papua New Guinea, Tanzania, and Uganda.
Honduras, Peru, and Rwanda are committed to implementing JDE Peet’s’ innovative strategy to ensure all coffee is EUDR compliant, including the identification of coffee plots grown on land deforested after the 2020 cut-off date. A mutually agreed protocol will ensure that any coffee found to be in contravention of the new regulation is remediated. JDE Peet’s then works with farmers and local partners to assist in reforesting the land.
This initiative, developed by JDE Peet’s in partnership with Enveritas, a global sustainability platform, uses a combination of high-resolution satellite imagery, artificial intelligence, and on-the-ground verification to measure the extent of coffee-related deforestation. This approach allows local operators, governments, NGOs, and farmers to better mitigate deforestation risks.
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