Kraft Foods is promoting sustainable coffee production through a partnership with conservation group The Rainforest Alliance.
Kraft will launch 100% certified products under existing trademarks in the U.S. and Western Europe in an effort to spur consumer demand.
First step is a 2004 launch of 100% certified coffee in foodservice; no branding details have been set. Kraft’s North American coffee brands are Maxwell House, General Foods International Coffees, Gevalia, Maxim, Sanka, Yuban and Starbucks (via a partnership with Starbucks Corp.). Kraft also will increase the percentage of certified coffee in its European blends. And Kraft will help fund technology and training on coffee farms in Mexico, Colombia, Brazil and Central America.
The Northfield, IL-based food giant signed with Rainforest Alliance this week. Certified beans from coffee farms in Latin America will be audited by the Rainforest Alliance for sustainable management without damaging the environment.
For 10 years, Kraft has had public and private partnerships to promote sustainable production in Colombia, Peru and Vietnam. Its deal with Rainforest Alliance brings certified coffee mainstream.
“This commitment by Kraft Foods is powerful evidence that the concept of sustainable coffee, once limited to niche markets, is ready to enter the mainstream coffee market,” says Rainforest Alliance Exec. Director Tensie Whelan in a statement.
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