Italian coffee giant Illy Caffè has partnered with the Cerrado Coffee Growers Federation to distribute the world’s first coffee bearing a “regenerative agriculture” label globally. The product, named “Arabica Selection Brasile Cerrado Mineiro,” will come with a regenerative certification from Regenagri, backed by the British Control Union.
The regenerative coffee, characterized by its intense caramel notes, will be available in 50 countries in 2023, expanding to 140 by 2024. It will be sold in 250g cans, in both ground and whole bean forms. This label certifies an improvement in soil organic matter, biodiversity enhancement, restoration of ecosystem functions, atmospheric CO2 sequestration, and bolstering water, carbon, and nutrient cycles.
In a strategic rebranding effort, the Cerrado Coffee Growers Cooperative (Expocacer) has played a crucial role in this development. The cooperative’s involvement in this global launch, with most coffee sourced from its members, is part of a wider commitment to the socio-environmental impact of coffee production.
“When a company like Illy launches its coffee in the permanent line, it is confirmation that we are going on the right path … It’s a strong signal for coffee growers to join this regenerative coffee growing movement.”
Producer and president Fernando Beloni said the launch marked a “turning point” for the company.
“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, which is a major company and very renowned in the sector,” explained Beloni. “Expocacer currently has 5,500 hectares of regenerative coffee, and we are working to certify even more cooperative members.”
Global demand for sustainable products
Highlighting the market’s increasing demand for sustainable products, Farlla Gomes, Expocacer’s sustainability manager, emphasized the recognition of the producers’ long-term commitment to environmentally and socially responsible practices.
“We must reach and follow the movement toward sustainability,” she said. “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 recognized by the market.”
This move aligns with findings from the Global Consumer Insights Pulse survey by PwC, which shows that ESG concerns now influence the purchasing decisions of half of all consumers.
Expanding regenerative agriculture initiatives
This year, with support from the Brazilian Support Service for Micro and Small Businesses (Sebrae), Expocacer has certified 14 of its members in regenerative practices. It plans to increase this number to 24 by the end of 2023.
Frederico Canepa, general manager of Illy Caffè Sulamerica, highlighted regenerative agriculture as a crucial aspect of the company’s mission. “Regenerative agriculture is a banner of the company’s president, Andrea Illy, who also leads the Regenerative Society Foundation,” he said. “Therefore, this launch is very important for us because there is a lot of Brazil in Illy’s blends.
“In addition, regenerative practice is an interesting model because it allows us to maintain high production and guarantee the conservation of the ecosystem.”
Producer Paula Urtado from coffee-production farm Fazenda Três Meninas noted the significance of Illy’s commitment. “We are very 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.
“It’s a moment that goes down in history and will be remembered 30 years from now. It’s a strong signal for coffee growers to join this regenerative coffee growing movement.”
Comments 1