Dubai – Qahwa World
JDE Peet’s has introduced a new Nature Transition Plan aimed at strengthening regenerative agriculture practices and supporting deforestation-free coffee supply chains. The plan, titled Grounded in Nature, outlines a science-based approach to protecting ecosystems, improving farmer resilience, and safeguarding the long-term future of coffee production.
According to the company, the plan aligns with global nature and biodiversity frameworks and translates sustainability commitments into measurable, time-bound actions. It builds on nearly ten years of work under JDE Peet’s Common Grounds program, which has reached close to one million coffee farmers since 2015.
The initiative focuses on ensuring that coffee sourcing contributes to positive environmental outcomes while maintaining sourcing diversity across producing countries. JDE Peet’s emphasized that nature-related risks are already affecting farmers and supply chains, making coordinated action across the coffee sector increasingly urgent.
Key objectives of the Nature Transition Plan include advancing sector-wide efforts to eliminate deforestation from coffee supply chains, expanding regenerative farming practices across an additional 200,000 hectares by 2030, and progressing toward fully responsibly sourced green coffee by 2028. The company reported that responsibly sourced green coffee reached 83.2 percent globally in 2024.
The plan follows a structured approach based on assessing supply chain risks, implementing targeted farmer programs, and tracking progress through transparent measurement and reporting. JDE Peet’s also tailors its mitigation strategies to different coffee-producing regions, reflecting variations in farming systems and production intensity.
Through this roadmap, the company aims to link environmental protection with farmer livelihoods and long-term supply security, positioning nature conservation as a core pillar of the future coffee economy.
