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Deerfield, Ill.-based Mondel?z International Inc. will invest a minimum of $200 million to empower 1 million coffee farming entrepreneurs by 2020 as part of its “Coffee Made Happy” initiative.
The program is designed to help the next generation of farmers by inspiring, training and building their capacity to improve their livelihoods and attract new generations back to the small-scale farming sector. The approach reflects Mondel?z International’s core values and builds on its previous commitment to sustainably source 100 percent of its European coffee by 2015.
“Coffee Made Happy is a bold, industry-changing move, and we think it's achievable,” said Hubert Weber, president of global coffee. “This is the right thing to do for farmers, for the environment, and for our business. Together, we can help make coffee farming an attractive profession for generations to come.”
Coffee Made Happy plans to increase farmer productivity and the viability of small-scale coffee farming, strengthening agricultural practices and helping to build more sustainable coffee communities. Mondel?z is already collaborating in sustainable agriculture with partners like Rainforest Alliance and the 4C Association. By continuing these relationships and fostering new collaborations, the company will boost existing commercial skills development programs in Vietnam, Peru and other important coffee markets.
Coffee Made Happy aims to drive business growth because more and more consumers are interested in where their coffee comes from, how it’s grown and who is growing it.
“We believe coffee grown with joy is more of a joy to drink,” said Roland Weening, VP of marketing and sustainability for global coffee. “Coffee Made Happy will show consumers that great quality coffee can be both enjoyable and sustainable.”
Over the past five years, the company’s European plants have made impressive progress in using resources more efficiently, in addition to reusing and recycling the waste they produce.