4C Association: the global platform for sustainable coffee November 14th, 2014 Sintercafe 2014, San Jose, Costa Rica
NTENT he 4C Association: Vision and Mission ur 3 main functions & key elements he Entry Level Standard ollaboration with other standards he Global Platform for the Sustainable Coffee
THE 4C ASSOCIATION UR VISION e 4C Association aims to unite all relevant coffee akeholders in working towards the improvement of e economic, social and environmental conditions of ffee production and processing to build a thriving, stainable sector for generations to come. UR MISSION e 4C Association is the leading multi-stakeholder stainable coffee platform, guiding the ainstream sector toward more sustainable oduction in a pre-competitive arena where all levant stakeholders are enabled to participate.
THE 4C ASSOCIATION EY ELEMENTS Expansive membership (uni1ng en1re supply chain) Mul1- stakeholder and par1cipatory Entry- level concept for the standard First step towards sustainability Con1nuous improvement stepping up Close coopera1on with other sustainability standards Collabora1on Hub
WHAT WE HAVE TO OFFER? 4 Practical solutions for critical issues beyond standards: Sustainability Fora, PPP Projects Strategic Partnership with Sustainable Coffee Program powered by IDH COOPERATION WITH OTHER STANDARDS 4C ENTRY-LEVEL STANDARD & VERIFICATION SYSTEM MULTI-STAKEHOLDER PLATFORM FARMERS TRADERS & ROASTERS NGOS ASSOCIATED MEMBERS 3 2 1 Collaboration with members Fairtrade Int., Rainforest Alliance & UTZ Certified Benchmarking agreements & stepping up 4C Compliant Coffee: 39+ Mio bags available, 7,5 Mio bags utilized by roasters 300+ producers groups with 400,000+ farmers in 26 countries Unique pre-competitive tripartite set-up 300+ members
A PLATFORM WITH 300+ MEMBERS Farmers WORLDWIDE Associate Members NGOs Traders & Roasters
Entry level standard Continuous improvement: traffic light system ENTRY LEVEL STANDARD AND VERIFICATION SYSTEM
26 countries FARMERS & TRADERS ARE READY TO DELIVER 4C COMPLIANT COFFEE... 309 licensed 4C Units (42 under benchmarking scheme with RA) As of October 2014 Over 400,000 farmers and 1.2 Mio workers India China Over 1.5 Mio hectares Total production potential: approx. 39 million bags of 4C Compliant Coffee Peru Malawi Papua New Guinea Over 1.4 million bags under the benchmarking scheme with RA
... AND ROASTERS ARE STRONGLY COMMITTED UNTIL 2015 AND BEYOND Over 7,5 million bags of 4C Compliant Coffee were received by roasters from Oct 2012 to Dec 2013 Examples of public commitments: As part of our CSR strategy, Strauss has chosen 4C Association Social as the most appropriate for cooperation as, like the 4C Association, we believe that encouraging sustainability for green coffee is a productive, competitive and efficient way to enhance the economic conditions of individuals working in the growing, post-harvest processing and trading of green coffee. Peter Baumann, Strauss Commodities AG
COLLABORATION AND PROMOTION OF OTHER STANDARDS
CONTINUOUS IMPROVEMENT TOWARD SUSTAINABILITY ADVANCED PERFORMANCE BASELINE PERFORMANCE NO COMPLIANCE WITH SUSTAINABILITY STANDARDS Average yellow Implementation of the 4C Code of Conduct Entrance into the 4C system Erradication of unacceptable practices Compliance with more demanding sustainability standards 4C verification as preparation for higher standards First pilot project with Rainforest Alliance Project with UTZ Certified in 2012/13 UNACCEPTABLE PRACTICES
BENCHMARKING WITH RAINFOREST ALLIANCE/ SAN NETWORK Holders of a Rainforest Alliance Certificate can receive a 4C License without additional costs or verification procedures and access market Benchmarking project with Fairtrade and Certifica Minas (Brazil) ongoing "Once Volkopi had obtained the Rainforest Alliance certificate, applying for the 4C License was the logical next step, since the process was simple. The farmers now have access to wider opportunities for marketing, with minimal additional administrative costs". Mark Furniss, Director at Volcafé, on the benchmarking of Volkopi, Volcafe 4C Unit in Indonesia. Volkopi Indonesia was the first 4C-Rainforest Alliance benchmarked supplier.
COLLABORATING ON SUSTAINABILITY ISSUES
CLIMATE CHANGE Contribution to the developme of Product Category Rules to measure a carbon footprin (PCR-CF) for green coffee production. Engagement of standards (RA UTZ, FLO) joint representation the steering group and conducting case studies in Vietnam, Kenia, Honduras
Pesticides: GROWING COFFEE WITHOUT ENDOSULFAN Pre-competitive project to identify alternatives to the use of this banned pesticide in coffee production Implemented by PAN UK and 4C Association The elimination of the use of endosulfan is currently one of the most pressing issues affecting the coffee sector. It must be addressed jointly in a collaborative manner. This is precisely what this project is about: looking for meaningful alternatives together and sharing the results among all stakeholders. The 4C Association as the pre-competitive platform for sustainable coffee was best placed to initiate this ambitious project. Stephanie Williamson, Pesticide Action Network (PAN) UK
SUSTAINABILITY FORA Multi-stakeholder exchange to address key sustainability issues Regular fora throughout Africa, Asia and Latin America to channel and In collaboration with the Sustainable Coffee Program powered by IDH "The 4C Forum offered a unique opportunity to bring farmers, exporters and industry together, talking to other actors in the coffee sector, learning from them and sharing experiences. It is the first time that we have such an exchange platform in Brazil Milene Pereira from Tres Corações, coffee roaster in Brazil
4C ASSOCIATION or a Better Coffee World Join us!
GRACIAS! THANK YOU! OBRIGADO! guillermo.belloso@4c-coffeeassociation.org www.4c-coffeeassociation.org