JDE Peet’s signs MOUs with Honduras, Peru and Rwanda to combat coffee-related deforestation
April 18 2024 - 1:10AM
PRESS RELEASEAmsterdam 18 April 2024
JDE Peet’s (EURONEXT: JDEP) has expanded its global effort to
combat coffee-related deforestation by signing three Memoranda of
Understanding (MOUs) with Peru, Honduras and Rwanda. This not only
ensures continued access to the European market for smallholder
farmers upon implementation of the EU Deforestation Regulation
(EUDR), but crucially also fosters climate change resilience for
coffee, which is imperative to ensuring that JDE Peet’s’ customers
and consumers have continued access to a diversity of high-quality
coffee products. JDE Peet’s has already signed MOUs to combat
deforestation with Ethiopia, Papua New Guinea, Tanzania and
Uganda.
Honduras, Peru and Rwanda are committed to implementing JDE
Peet’s’ innovative strategy to ensure all coffee is EUDR compliant,
including the identification of coffee plots grown on land
deforested after the 2020 cut-off date. A mutually agreed protocol
will ensure that any coffee found to be in contravention of the new
regulation is remediated. JDE Peet’s then works with farmers and
local partners to assist in reforesting the land.
This ground-breaking initiative, developed by JDE Peet’s in
partnership with Enveritas, a global sustainability platform, uses
a combination of high-resolution satellite imagery, artificial
intelligence and on-the-ground verification to measure the extent
of coffee-related deforestation. This approach allows local
operators, governments, NGOs and farmers to better mitigate
deforestation risks.
To date, more than 90% of the coffee grown in the world has been
mapped, representing a major step in the fight against
deforestation. In addition to remediated deforested coffee plots,
JDE Peet’s will bolster its efforts in regions at risk of
deforestation, targeting the underlying issue of poverty by
spearheading the advancement of regenerative agricultural
practices.
The new MOUs follow JDE Peet’s’ recent commitment to newly
validated near-term and net-zero SBTi targets, including a specific
SBTi Forest, Land and Agriculture (FLAG) target. SBTi FLAG is the
world’s first framework for companies in land-intensive sectors to
set science-based targets that include land-based emission
reductions and removals.
JDE Peet's is one of only 39 companies globally in the FMCG
sector to have a net-zero target by 2050, and one of only 23
companies to have a FLAG target.
JDE Peet’s’ commitments to combat deforestation are further
captured in its expanded Forest Policy, which aims to protect
forests through responsible sourcing principles and guidance and
sets out expectations for suppliers. This includes a
no-deforestation policy across JDE Peet’s’ primary
deforestation-linked commodities, coffee, pulp & paper, palm
oil and cocoa, with a target date of 31 December 2025.
Laurent Sagarra, Vice President Sustainability at JDE Peet’s,
commented: “We are very proud to further progress our efforts to
combat deforestation through these new MOUs with Honduras, Peru and
Rwanda. Deforestation, and its impact on climate change, poses a
threat to our business, as we look to buy high-quality coffee beans
from around the world to delight our customers and consumers. That
is why JDE Peet’s is committed to working with our partners and
governments to ensure we can grow coffee responsibly while helping
to secure the livelihoods of millions of smallholder farmers.”
For more information on JDE Peet's’ climate transition plan,
please visit our Common Grounds programme.
# # #
EnquiriesMedia Will
Hummel +31 6 3917
7280 Media@JDEPeets.comInvestors &
Analysts Robin Jansen +31 6 1594
4569 IR@JDEPeets.com
About JDE Peet’s JDE Peet’s is the world's
leading pure-play coffee and tea company, serving approximately
4,100 cups of coffee or tea per second. JDE Peet's unleashes the
possibilities of coffee and tea in more than 100 markets, with a
portfolio of over 50 brands including L’OR, Peet’s, Jacobs, Senseo,
Tassimo, Douwe Egberts, OldTown, Super, Pickwick and Moccona. In
2023, JDE Peet’s generated total sales of EUR 8.2 billion and
employed a global workforce of more than 21,000 employees. Read
more about our journey towards a coffee and tea for every cup at
www.jdepeets.com.
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