{"id":116567,"date":"2024-12-11T06:34:00","date_gmt":"2024-12-11T06:34:00","guid":{"rendered":"https:\/\/perfectdailygrind.com\/?p=116567"},"modified":"2024-12-11T00:01:02","modified_gmt":"2024-12-11T00:01:02","slug":"why-sustainability-in-coffee-is-about-more-than-certifications","status":"publish","type":"post","link":"https:\/\/perfectdailygrind.com\/2024\/12\/why-sustainability-in-coffee-is-about-more-than-certifications\/","title":{"rendered":"Why coffee brands need to care about more than sustainability certifications"},"content":{"rendered":"\n

Sustainability has long been a key focus of specialty coffee\u2019s values and ethos, especially as consumers have become more committed than ever to reducing their environmental impact. According to PwC\u2019s 2024 Voice of the Consumer<\/em> survey, over 80% of consumers are willing to pay an average of 9.7% more for sustainably produced goods<\/a> \u2013 creating a clear asset for business growth and brand loyalty.<\/p>\n\n\n\n

To solidify claims of sustainability and build consumer trust, certifications have emerged as a way to reassure buyers that coffee businesses practice what they preach. In an industry where greenwashing and marketing buzzwords are commonplace, this has never been more important.<\/p>\n\n\n\n

Simultaneously, \u201ctrue\u201d sustainability extends beyond certifications. If specialty coffee is to foster a more resilient and equitable supply chain, the shared definition of sustainability needs to be more holistic, including social and economic elements that may be more challenging to measure.<\/p>\n\n\n\n

I spoke to Amir Gehl, founder of Difference Coffee<\/a>, Rick Hindley, the executive director at Podback<\/a>, and Rachel Peterson, the sales and marketing director at Hacienda La Esmeralda<\/a>, for their insight.<\/p>\n\n\n\n

You may also like <\/em><\/strong>our article on why sustainability can be a buzzword in specialty coffee<\/em><\/strong><\/a>.<\/em><\/strong><\/p>\n\n\n

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