PRESS RELEASE
Amsterdam 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 (https://ml-
eu.globenewswire.com/Resource/Download/2d624ebf-1744-4165-8563-626a38c4f7ea)
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 (https://www.enveritas.org/), 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 (https://ml-
eu.globenewswire.com/Resource/Download/d3db5b08-9934-42f1-ac30-ebe43050aca6),
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 (https://www.jdepeets.com/siteassets/policies/jde-peets-
forest-policy.pdf), 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 (https://www.jdepeets.com/sustainability/).
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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 4,100 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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