Kahlúa to source 100% sustainable coffee by 2022
Pernod Ricard-owned coffee liqueur brand Kahlúa has launched a new programme with an aim to source 100% of its coffee sustainably by 2022.
The brand’s first sustainable development initiative will address the environmental, social and economic impact coffee farming has as it strives to “bring positive change to the lives of Mexican coffee farmers and their families”.
Billy King, director of sustainable development at Kahlúa, said: “We recognise that the way we consume, do business and ultimately live has to change.
“At Kahlúa, we believe that the quality and character of our product comes from the land where the ingredients are grown, so we are committed to nurturing that terroir and its biodiversity.
“With this programme, we have the opportunity to engage with communities we rely on for our ingredients and work together to ensure a strong and more sustainable future for us all.”
As part of the initiative, Kahlúa will provide education and training in sustainable agriculture techniques, practices and methods. The main goal with the training is to help farmers achieve better forest management, improve soil fertility and restore and protect the biodiversity required for healthy crops to thrive.
In order to help coffee farmers create a viable business model, Kahlúa will also provide the tools and methods needed to increase efficiency, sustainability and yields. In addition to this, Kahlúa has also committed to pay all farmers a premium price for the coffee they produce.
Social cohesion, gender equality and education within coffee-growing communities are other key focuses for the programme.
Malin Stålnacke, global marketing manager at Kahlúa, said: “The main purpose of the programme is to create a better, fairer and more sustainable livelihood through coffee, and doing so by involving the local community. Because [at] the end of the day we believe the only way to actually change things for the better is to have people to be a part of the journey – believing in it and co-creating it.”