Skip to content
Search
AI Powered
Latest Stories

Coffee liqueur Kahlúa launches blueprint for sustainable coffee programme

Coffee liqueur Kahlúa launches blueprint for sustainable coffee programme
Victoria Razo

To encourage other businesses to review their sustainability development plans, coffee liqueur maker Kahlúa has released the blueprint for its ‘Coffee for Good’ sustainability programme - which will see the brand reach a 100 per cent sustainable coffee harvest to cover all production by November 2022.

Following six years of investment into improving the social and structural conditions within coffee farming communities in Veracruz, Mexico - the home of Kahlúa - the brand is providing a free toolkit, which they hope will encourage other businesses to create more sustainable sources of production.


The Coffee For Good programme was launched in 2016 in partnership with Fondo Para la Paz - a local development charity that increases the wellbeing of rural, indigenous communities in Mexico.

Now, thanks to the programme, 500 families, from four remote villages in the mountains of Veracruz, are now set up to harvest and sell enough coffee to cover all Kahlúa production, as well as increasing their yields of other crops to sell elsewhere and build their businesses.

Environmental

Local agroecological experts delivered training on sustainable farming techniques to hundreds of farmers - such as planting trees to get the correct amount of shade, which improves the quality of the coffee, reduces the need for fertilisers and pesticides, and fights soil erosion. As farming is passed on through generations, younger members of their families were trained in these planting techniques, too.

Farmers were also trained in coffee management, crop diversification and soil preservation. In addition, Coffee For Good focused on practical concerns, like building a network of coffee nurseries to replace aged and diseased plants, with 120,500 new coffee trees planted. Now, 90% of farmers in the Coffee For Good programme are trained in and using environmentally friendly methods of farming.

Social

The project pinpointed social cohesion, gender equality and education within the coffee-growing communities as key areas for progression. Fondo Para la Paz worked closely with farmers and their families to define shared goals.

Alongside training, for businesses to grow, basic health needs had to be met in the villages, which were previously without sanitation. Coffee For Good worked with the communities to build 214 dry toilets and 161 rainwater tanks close to houses, meaning 100% of families now have easy access to clean water. This also removed the need for the community's women to walk to the nearest water source, with some journeys taking up to one and half hours.

Economic

Kahlúa made the commitment to pay all farmers a fair price for the coffee they produce and Fondo Para La Paz provided finance and budgeting training, which was continued by the women in the villages and applied to their businesses. However, for farms to be truly sustainable, they should not be dependent on one source of income - farmers needed a viable and sustainable business model. So, the goal was to increase long-term yields, while maintaining soil fertility and the biodiversity of the land. This was achieved by helping farmers diversify their crops by planting vanilla, plantain and maize, which they could sell locally or eat.

Looking forward

Next, the Coffee for Good programme has ambitions to extend the programme to another two villages (Popocatepec and Mitepec), as well as deepen the existing programme by implementing scholarships for young people to attend agricultural college, strengthening leadership skills for women and giving farmers access to WiFi to help grow their businesses.

“Kahlúa is associated with good times. But for those good times to continue, we recognised that the way we consume, do business – and ultimately live – had to change," said Giancarlo Martins, Global Marketing Manager at Pernod Ricard.

“So as the world’s most recognised coffee liqueur brand, we knew we had to act. We embarked on a long journey of sustainability which involved going back to the beginning – to the birthplace of Kahlúa in Veracruz.

“There are real communities at the heart of each bottle of Kahlúa, and it was incredibly important to us that everyone involved in the production feels equipped to live a fully rounded sustainable lifestyle."

“By working with Fondo Para la Paz, we’re proud of the programme that is Coffee For Good, but we’re also aware that as a brand, the goalpost is always moving. We’re always looking for the next step in our own journey.

“We hope that with our free industry toolkit, other businesses - within the drinks industry or otherwise - are able to take even a small amount of inspiration and find something that might work for them too.”

More for you

World of Sweets unveils new popping candy range from Warheads

World of Sweets unveils new popping candy range from Warheads

Confectionery distributor World of Sweets has revealed the latest novelty product from America’s leading sour candy brand Warheads.

The new offering is part of their plans to bring more of America’s much-loved sour flavours to UK customers.

Keep ReadingShow less
Pernod Ricard UK ignites festive spirit with marketing push

Pernod Ricard UK ignites festive spirit with marketing push

As December rapidly approaches, Pernod Ricard UK is ramping up its festive marketing efforts, anticipating a resurgence in consumer confidence after a challenging year. The UK’s second-largest wine and spirits supplier is set to inspire consumers to choose Premium+ Spirits as the perfect gift or the ultimate addition to any home celebration. Throughout 2024, Premium+ Spirits have consistently outperformed Standard offerings, making this higher end of the sector a vital margin driver.

“Since last Christmas, consumer confidence has been on the rise and the outlook for the final month of 2024 is positive," said Chris Shead, Off-Trade Channel Director for Pernod Ricard UK. "Gifting and hosting remain two key trends and retailers should focus on increasing space in-store for Premium Spirits that act as the perfect gift or cocktail ingredient when wanting to show off in front of friends and family. Where possible, we encourage retailers to prioritise categories that have been capturing the hearts of consumers and this year, our big winners have been Altos Tequila, Kahlúa and Bumbu Rum, and we expect our Champagnes, G.H. Mumm and Perrier-Jouët, to be the toast of choice for festive parties this year.”

Keep ReadingShow less
Carlsberg Christmas jumpers

Carlsberg unveils limited edition Christmas jumpers in unique ‘knit reveal’ campaign

Carlsberg have revealed their new, limited edition Christmas jumpers – in a Home knit and Away knit.

This social-first campaign puts a twist on the traditional football kit launch with a world-first ‘knit launch’ as the country gears up for Christmas. These special jumpers feature the iconic Carlsberg logo and hop leaf as the ‘club badge’ for a fabulous celebration of the brand’s strong links to football, as well as of all things festive.

Keep ReadingShow less
Boost Energy Drinks Can

Boost Drinks unveils 500ml cans in Energy range

Boost Drinks has announced the exciting introduction of 500ml cans to its Energy range launching in Original, Sugar Free Original and Red Berry varieties at just £1.

Leveraging its standing as the third largest brand in Energy Stimulation, Boost expands on its hugely successful 250ml energy range with the new, larger 500ml cans. 500ml is the largest energy drinks size and is worth a huge £745m - enjoying 13 per cent YoY growth, offering even bigger profits for retailers.

Keep ReadingShow less
Troye Sivan

Smirnoff announces new global partnership with Troye Sivan

Smirnoff brings in Troye Sivan as ‘Chief Vibes Officer’ in new global campaign

Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.

One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.

Keep ReadingShow less