As the popularity of coffee continues to grow (1), there is an increased demand worldwide to protect the fragile eco-system that Kahlúa so heavily relies upon. Coffee consumption is booming which in turn results in unsustainable practices. Research reveals that climate change, deforestation, droughts and plant diseases are putting the future of coffee at risk. Rising temperatures, drought and flooding could shrink 88% of the world’s coffee growing areas by 2050.(2)

On a mission to source 100% of its coffee from sustainable communities by 2022, Kahlúa is running a sustainable development programme that is designed to have a meaningful environmental and socio-economic impact on the lives of Mexican coffee farmers and their families.

In collaboration with the local NGO Fondo Para La Paz and the indigenous coffee communities in Veracruz, the programme looks at providing support to the three key areas hindering the Mexican coffee farmers from development – education, social and economic issues.

Kahlúa has identified the need to provide education and training in sustainable agriculture techniques to achieve better forest management, improve soil fertility and restore and protect the biodiversity required for healthy crops to thrive.

Social cohesion, gender equality and education level within the coffee growing communities is another key focus for the programme, as well as providing clean water and sanitation.In addition to this Kahlúa also commits to pay all farmers a premium price for the coffee they produce.

Kahlua understand the needs of the indigenous Nahua people in Mexico at a grassroots level, as the brand keeps a constant dialog with the communities through Fondo Para La Paz. The Mexico City-based NGO Fondo Para La Pazhas helped introduce workshops, designed to empower farmers in a range of aspects – from recycling of resources, to business management.

Commenting on the impact of the Coffee for Good programme, a coffee farmer from the Ocotempa Community says: “Before Coffee for Good, I sold what I made in a year really cheap. Often, it wasn’t enough to invest in new coffee plants. I feel better now, because I know we get a fair trade every time. I feel happier and can concentrate on my coffee.” 

To date the programme now includes 473 families across four communities (Ocotempa, Coxititla, Oxtotitle and Atempa), which are all located in the Veracruz region of Mexico. When the program is finished the communities involved will harvest and sell enough coffee to cover for all of Kahlúa’s production and have the tools and knowledge they need to ensure a sustainable future for themselves, their environment and their way of life.

Tamara UrukaloVP of Global Marketing atKahlúa comments: ‘The main purpose of the programme is to create a better, fairer and more sustainable livelihood through coffee. Together with the help of local communities, we hope to have a positive impact on the lives of the people in Veracruz, as well as our business to ensure a strong and more sustainable future for us all.’

For further information about Kahlúa follow @Kahlua on Instagram or visit kahlua.com and tune in to The Global Coffee Festival episodes on 30 October 2020.

[1] But First Coffee Study Sep’19
[2] Business Insider as reported by Science Alert, 2017