PRESS RELEASE
Amsterdam, 13 February 2024
JDE Peet's and Enveritas are leading the way in the coffee industry through
technology and on-the-ground verification to tackle coffee-related deforestation
and protect smallholder farmers.
JDE Peet's (EURONEXT: JDEP) today announced plans to roll out an innovative new
programme to assess and address coffee-related deforestation globally. JDE
Peet's has partnered with Enveritas (https://www.enveritas.org/) to leverage a
combination of satellite imagery, artificial intelligence, and on-the-ground
verification to measure the extent of coffee-related deforestation, allowing
local operators, governments, NGOs, and farmers to better mitigate their
deforestation risks.
After a successful pilot programme in Vietnam, JDE Peet's has signed Memoranda
of Understanding (MOUs) with Ethiopia, Papua New Guinea, Tanzania, and Uganda,
and expects to sign MOUs with additional coffee producing countries over the
next several months. These agreements aim to ensure that coffee producers export
coffee grown on land that was not deforested after 2020. If the coffee does not
meet these requirements, JDE Peet's will support local authorities, NGOs, and
farmers to reforest the land.
Fabien Simon, CEO of JDE Peet's, commented: "At JDE Peet's, we are committed to
delivering sustainable growth that creates both shareholder return and societal
value. This means making sure our supply chain is inclusive, regenerative, and
authentic, which is exactly what our Common Grounds
(https://www.jdepeets.com/sustainability/) sustainability programme is designed
to do. I am excited that this innovative new programme, which is fully aligned
with the EU's Regulation on Deforestation-free products, will ensure continued
access to the EU market for the millions of smallholder farmers we work with
around the world."
David Browning, CEO of Enveritas, commented: "Millions of smallholder farmers
around the world rely upon coffee income to pay for their children's health,
education, and nutritional needs. The new EU regulation risked significant new
complexities and processes in the coffee supply chain which could mean new costs
for vulnerable populations least able to afford it, and also risk market access.
We are honoured to be a part of this innovative collaboration with JDE Peet's
which brings together public, private, and philanthropic organisations to
address deforestation in a manner which also protects smallholder farmers."
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Enquiries
Media
Will Hummel
+31 6 3917 7280
Media@JDEPeets.com (mailto:Media@JDEPeets.com)
Investors & Analysts
Robin Jansen
+31 6 1594 4569
IR@JDEPeets.com (mailto:IR@JDEPeets.com)
About JDE Peet's
JDE Peet's is the world's leading pure-play coffee and tea company, serving
approximately 4,200 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 2022, JDE Peet's generated total sales
of EUR 8.2 billion and employed a global workforce of more than 20,000
employees. Read more about our journey towards a coffee and tea for every cup at
www.jdepeets.com (http://www.jdepeets.com).
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