JDE Peet’s Achieves Sustainability Milestones for Coffee Farmers

Major training rollout reaches 19,000 coffee professionals in Brazil

JDE Peet’s has announced significant progress through its work with the Global Coffee Platform in Brazil. The company reports that 19,000 field technicians and farmers have now received training in sustainable farming practices. Furthermore, the partnership has established regenerative agriculture demonstration sites and advanced new technical assistance models designed specifically for smallholder coffee producers.

These developments form part of a broader effort to support nearly 95,000 small and medium-sized coffee farmers across Brazil by 2030. The country remains critical to global coffee supply, producing roughly 40% of the world’s coffee. However, climate pressures and income challenges threaten the long-term viability of family farms that dominate Brazilian coffee production.

JDE Peet’s operates as the world’s largest dedicated coffee company. It sources approximately 8% of global green coffee and achieved 83.2% responsibly sourced green coffee in 2024. The company reached 100% responsible sourcing in major markets including Europe, the United States, and Australia. Brazil represents a key origin country where the firm has concentrated sustainability investment through multi-stakeholder collaboration.

Family farms face mounting climate and income pressures

Brazil hosts approximately 188,000 coffee growing units. Family farms operate 87% of these holdings. Most family producers farm plots of 20 hectares or less. Research funded by JDE Peet’s, Nestlé, and other industry participants found that most small coffee farmers in key regions like Minas Gerais and Espírito Santo fail to earn a living income from coffee alone.

Climate change compounds these economic challenges. Rising temperatures, changing rainfall patterns, and increased pest pressure reduce productivity and threaten crop quality. Without adaptation measures, many smallholders risk abandoning coffee production entirely. This outcome would disrupt supply chains and eliminate livelihoods for thousands of rural families.

Consequently, the Global Coffee Platform established its Brazil Platform in 2012. The initiative now includes 38 member organizations working together to build resilience across the sector. The platform’s Collective Action for Farmer Prosperity specifically targets small and medium producers farming up to 50 hectares. It aims to spread regenerative practices, improve market access, and strengthen compliance with international standards such as the Coffee Sustainability Reference Code.

Five demonstration sites test regenerative methods in Espírito Santo

The recent milestones include practical field activities alongside training programs. JDE Peet’s and its partners established five regenerative agriculture demonstration plots in Espírito Santo. They also created 40 irrigation demonstration sites in the same region. These locations allow farmers to observe new techniques directly and assess their applicability to individual farm conditions.

Additionally, the collaboration trained 159 rural extension workers. These professionals provide ongoing technical guidance to producers across wider geographic areas. The approach builds local capacity rather than relying solely on external consultants. As a result, farmers gain access to sustained support as they transition toward new farming methods.

The program reached 10,000 farmers with new technical assistance models. Another 5,000 received specific guidance on crop diversification strategies. Diversification reduces dependence on coffee revenue alone and can stabilize household income during price downturns or crop failures. Options include intercropping with fruit trees, vegetables, or other cash crops suitable to local conditions.

The initiatives also harmonized a regenerative agriculture concept tailored to Brazilian coffee production. An economic viability study underpins this framework. The research examined whether regenerative practices deliver financial returns sufficient to justify adoption by resource-constrained smallholders. This evidence base helps ensure that sustainability recommendations remain commercially realistic for the farmers expected to implement them.

Financial access and incentives reach 5,500 producers

Training alone rarely drives widespread adoption of new farming practices. Financial barriers often prevent smallholders from making necessary investments in soil amendments, water infrastructure, or agroforestry systems. Therefore, the Brazil Platform incorporated financial support mechanisms into its collective action plan.

The program helped 5,000 farmers access credit and insurance products. These financial tools reduce risk and enable producers to invest in farm improvements without jeopardizing household stability. Insurance protects against crop loss from weather events or pests. Credit allows farmers to purchase inputs or equipment and repay costs after harvest when revenue arrives.

An additional 500 farmers received support through a Regenerative Coffee Farming Impact Fund. This dedicated facility provides economic incentives for adopting regenerative practices. It addresses the transition period when farmers incur upfront costs before realizing productivity gains or premium prices from improved quality.

Access to finance represents a persistent constraint for smallholder agriculture worldwide. Banks often view small farms as high-risk clients. Collateral requirements exceed what many families can provide. Consequently, targeted programs that connect farmers with appropriate financial services fill a critical gap in the enabling environment for sustainable agriculture.

Program advances first-phase targets for 2024 to 2026

The achievements reported by JDE Peet’s align with Phase 1 milestones set by the Global Coffee Platform for 2024 through 2026. This initial phase prioritizes building foundational capacity and testing approaches before scaling to the full target of 95,000 farmers by 2030.

Upcoming priorities include educating 10,000 farmers about emerging international regulations. The European Union Deforestation Regulation takes effect in 2025, requiring due diligence proof that commodities including coffee did not contribute to deforestation after December 2020. Brazilian producers exporting to Europe must demonstrate compliance or risk losing market access. Training programs help farmers understand requirements and establish necessary documentation systems.

The platform also plans to expand partnerships with research institutions. These collaborations can accelerate development of climate-adapted coffee varieties, refine regenerative practice recommendations based on local soil and climate data, and provide independent monitoring of environmental outcomes. Research partnerships strengthen the evidence base that underpins farmer guidance and corporate commitments.

JDE Peet’s commits to 100% responsible sourcing by 2028

JDE Peet’s operates a company-wide sustainability program called Common Grounds. Launched in 2015, the initiative has reached nearly one million coffee farmers across 29 countries. It focuses on responsible sourcing, regenerative agriculture, farmer livelihoods, and ethical supply chains.

The company set a target to achieve 100% responsibly sourced green coffee globally by 2028. This builds on current performance of 83.2% in 2024. Responsible sourcing verification uses schemes aligned with Global Coffee Platform standards. These frameworks assess environmental stewardship, social conditions, and economic viability across the supply chain.

In January 2026, JDE Peet’s launched its Nature Transition Plan titled “Grounded in Nature.” The plan aligns with the Taskforce on Nature-related Financial Disclosures, the Global Biodiversity Framework, and Science-Based Targets for Nature. JDE Peet’s became the first food and beverage company to commit to all three frameworks simultaneously.

Key targets include achieving deforestation-free supply chains beyond European Union regulatory requirements. The company aims to expand regenerative farming practices across an additional 200,000 hectares by 2030. These commitments address nature-related risks that increasingly affect farmers and supply chain stability.

Climate threats and market demands reshape sourcing priorities

UK businesses that purchase coffee, either as raw material or for workplace consumption, face growing scrutiny over supply chain sustainability. Public procurement frameworks increasingly include environmental and social criteria in tender evaluation. Private sector buyers encounter similar expectations from investors, employees, and consumers.

Climate change directly threatens coffee supply. Rising temperatures push suitable growing areas to higher elevations, displacing farmers and reducing total productive land. Increased rainfall variability stresses plants and complicates harvest timing. New pest and disease pressures emerge as temperature ranges shift. These factors raise prices and create supply volatility.

Consequently, businesses dependent on stable coffee supplies have commercial incentives to support producer resilience. Regenerative agriculture practices improve soil health, enhance water retention, and increase biodiversity. These changes buffer farms against climate variability and can improve long-term productivity. Healthier farming systems reduce supply chain risk for buyers.

Regulatory requirements add to commercial drivers. The EU Deforestation Regulation affects any UK business exporting to European markets or sourcing from EU suppliers. Companies must demonstrate due diligence across their commodity supply chains. Similar legislation is under consideration in other jurisdictions. Building traceability and verification systems now prepares businesses for expanding compliance obligations.

Smallholder programs require sustained collaboration and funding

Supporting 95,000 farmers across Brazil by 2030 demands resources beyond what any single company can provide. The Global Coffee Platform’s collective action model pools contributions from multiple buyers, processors, and other stakeholders. This approach spreads costs and reduces duplication of effort.

Pre-competitive collaboration allows companies to address shared challenges without compromising commercial advantage. All participants benefit from more resilient supply chains and reduced regulatory risk. Farmers gain access to consistent technical support rather than navigating multiple competing programs with different requirements.

However, collective action models require sustained commitment. Training programs deliver results over years, not months. Farmers need time to learn new techniques, observe outcomes, and adapt practices to their specific conditions. Extension workers require ongoing support and professional development. Demonstration sites must operate through multiple growing seasons to generate meaningful data.

Funding mechanisms that blend corporate investment, development finance, and public resources can achieve scale. Impact funds specifically designed for regenerative agriculture provide patient capital that tolerates longer payback periods. Blended finance structures reduce risk for commercial lenders and unlock credit for smallholders who lack traditional collateral.

What UK businesses should understand about coffee supply chains

Coffee supply chains extend from smallholder farms through multiple intermediaries before reaching UK buyers. Traceability remains challenging in fragmented production landscapes where thousands of small farms contribute to aggregated lots. Verification schemes provide frameworks for assessing sustainability performance, but certification alone does not guarantee farmer prosperity or environmental outcomes.

Businesses purchasing coffee should assess their suppliers’ engagement with sustainability programs. Ask whether suppliers participate in platforms like the Global Coffee Platform or equivalent initiatives. Request information about traceability systems and due diligence processes, particularly regarding deforestation risk.

Companies operating in sectors beyond food and beverage can still encounter coffee in their supply chains. Office services contracts, hospitality operations, and employee amenities all involve coffee purchasing. Procurement policies should extend sustainability criteria to these indirect purchases. Many suppliers now offer certified or verified coffee options without significant price premiums.

For businesses with direct sourcing relationships in Brazil or other origins, consider supporting farmer programs through premium payments, technical assistance funding, or long-term purchase commitments. These investments reduce supply risk and build resilience in your supply base. They also generate evidence for sustainability reporting and tender responses.

Key facts about the Brazil coffee program

• JDE Peet’s and Global Coffee Platform partners trained 19,000 field technicians and coffee farmers in sustainable practices across Brazil through their collective action program.
• The initiative established five regenerative agriculture demonstration plots and 40 irrigation demonstration sites in Espírito Santo to test and showcase improved farming methods.
• Financial support reached 5,500 farmers through credit access, insurance products, and a dedicated Regenerative Coffee Farming Impact Fund.
• Brazil produces approximately 40% of global coffee supply, with 87% of its 188,000 coffee growing units operated by family farms facing climate and income pressures.
• The program targets support for 95,000 small and medium coffee farmers by 2030, focusing on producers farming up to 50 hectares.
• JDE Peet’s achieved 83.2% responsibly sourced green coffee in 2024 and committed to reach 100% by 2028 using Global Coffee Platform-aligned verification schemes.
• The European Union Deforestation Regulation requires coffee exporters to demonstrate that products did not contribute to deforestation after December 2020, affecting Brazilian producers serving EU markets.

Building resilience requires sector-wide commitment

The progress reported by JDE Peet’s demonstrates that large-scale farmer support programs can deliver measurable results when structured through collective action. However, reaching 95,000 farmers by 2030 will require sustained effort and expanded participation from other supply chain actors.

Technical assistance models developed in Brazil may offer lessons for other origins facing similar challenges. Harmonized approaches to regenerative agriculture reduce confusion for farmers working with multiple buyers. Shared definitions and metrics enable more efficient monitoring and reporting. Research partnerships generate knowledge that benefits the entire sector rather than remaining proprietary.

Economic viability remains central to adoption. Farmers make rational decisions based on available resources and expected returns. Sustainability practices must deliver financial benefits within timeframes that smallholders can manage. This requires accurate costing studies, realistic transition support, and market mechanisms that reward improved practices through premiums or preferential access.

For UK businesses, understanding these dynamics helps inform procurement decisions and supplier engagement. Companies that support farmer prosperity and environmental stewardship build more resilient supply chains. They also position themselves favorably as regulatory requirements and market expectations continue to advance. Moreover, businesses participating in collective initiatives gain access to shared resources and expertise that would prove costly to develop independently.

We work with organizations across sectors to address sustainability requirements in their supply chains. Our sustainable procurement services help businesses assess supplier performance, implement due diligence systems, and meet emerging regulatory obligations. For companies developing their own nature-related commitments, our net-zero program provides frameworks aligned with international standards and UK compliance requirements.

Additional information on coffee sustainability

The Global Coffee Platform publishes resources on collective action programs, sustainability standards, and regenerative agriculture guidance developed through multi-stakeholder consultation. Their Brazil Platform page provides specific information about the initiatives discussed in this article.

JDE Peet’s releases annual sustainability reports detailing progress against Common Grounds commitments and Nature Transition Plan targets. These reports are available through the company’s corporate website and include independently verified data on sourcing performance and environmental metrics.

The European Commission’s environment directorate maintains detailed guidance on the EU Deforestation Regulation, including compliance requirements, due diligence procedures, and timelines for implementation. UK businesses exporting to EU markets should review this guidance to understand their obligations.

For broader context on climate impacts to coffee production, the World Coffee Research organization conducts scientific studies on climate adaptation, crop breeding, and farming systems. Their publications provide evidence-based assessments of threats facing coffee origins worldwide and potential responses.