Leading the way
How do we intend to do this? By making coffee farming both sustainable and rewarding again. We’re going to focus on upgrading farmers’ agricultural and business skills in addition to improving community infrastructure. This will help farmers to grow healthier crops and get access to the basics for happy family life, like clean water and decent schools. We believe this approach is the best way to help bring professionalism and respect back into small-scale farming for generations to come.
Safeguarding the joy
“We believe coffee grown with joy is more of a joy to drink,” says Roland Weening, Vice President, Marketing and Sustainability, Global Coffee at Mondelēz International. “Coffee supplies are in real danger in countries like Peru, Vietnam, Brazil and Indonesia. We won’t be able to continue creating joy unless we intervene to make farming an attractive business for the long term.”
Coffee Made Happy reflects our company’s core values and one of our new global strategies: protecting the wellbeing of our planet. And it makes sense to focus on farming, because farming is by far the biggest impact on our company’s land, air and water use.
Making a Stand
“Coffee Made Happy is a bold program, but we think it’s achievable,” says Hubert Weber, President Global Coffee. “We don’t profess to have all the answers, but we believe it takes vision and leadership to set your destination farther than you can actually see down the road. We are determined to be one of the companies that is brave enough to do this.”