by and for the Coffee Community ISEAL Stakeholder Workshop 21 st - - PowerPoint PPT Presentation

The 4C Association –The Sustainability Platform by and for the Coffee Community

ISEAL Stakeholder Workshop 21st August 2012, São Paulo Luis Andrade, 4C Manager Brazil

Content of presentation

• 1. Brief history of 4C Association
• 2. New mission and vision
• 3. Key roles of 4C Association
• 4. 4C Association – the sustainable coffee platform
• Baseline sustainability standard
• Promotion of all sustainability standards
• 5. Partnership with other standards

ISEAL Stakeholder Workshop 21st August 2012

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2006 Founding of the 4C Association 2007 First operational year of the 4C Association: first training and verification activities 2010 Rapid growth in members and volumes of 4C Compliant Coffee, establishment of regional offices 2011 Approval of the new business model Brief history of the 4C Association

ISEAL Stakeholder Workshop 21st August 2012

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The 4C Association

… aims to unite all relevant coffee stakeholders in working towards the improvement of the economic, social & environmental conditions of coffee production and processing to build a thriving, sustainable sector for generations to come. … as leading multi-stakeholder sustainable coffee platform, guides the sector towards mainstream sustainability in a pre-competitive arena where all relevant stakeholders are enabled to participate.

Vision and mission

ISEAL Stakeholder Workshop 21st August 2012

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• Being the multi-stakeholder coffee platform addressing the

broader sustainability agenda

• Defining and maintaining the Baseline Standard and Verification

System for sustainable coffee production and sourcing

• Actively promoting sustainability standards and initiatives in

the market to create supply and demand of verified and certified coffee

Key roles of 4C Association

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A baseline standard to mainstream sustainability

Today ~ 10% of the coffee purchased meets sustainability standards (including 4C and others standards)

Industry‘s target 2015?!?

25% of the coffee purchased meets sustainability standards

4C Baseline standard and others

90%

conventional coffee

Sustainability moving mainstream

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¹Any other sustainability scheme (also with a national or regional scope) whose standards prove to be more demanding than those of the 4C Association and that recognizes the 4C Code of Conduct as the baseline

A baseline standard to start the journey

Partnering with other standards

• Benchmarking agreement in place with Rainforest Alliance to

reduce double verification/certification

• Stepping up project with Rainforest Alliance and Utz Certified to

systematically enable farmers moving up the ladder of improvement

• Opportunities for scaling up to reach mainstream
• Pre-competitive training activities
• Alignment to decrease complexity, e.g. ICS, Pesticides
• Common accreditation to increase availability and competence of

auditors

• Impact monitoring
• Benchmarking against regional and national standards

• Strengthening the platform function together with relevant institutions

and sustainability standards

• Further stepping-up exercises, also with other sustainability standards

(national and gouvernamental)

• Systematic approach to stepping-up and clear guidance for participants
• Inclusion of producers without any verification or certification / stepping-

up from “zero” to certification

• benchmarking of 4C Standard+ System against other international,

national and local standards

Outlook

4C Verification: facts and figures

As of August 2012

• 23 countries, 137 Units (incl. RA)
• 749.467 hectares
• 151.686 producers & others
• 569.229 workers

Total production potential:~ 20,4

million bags of

4C Compliant Coffee

919,000 bags under

the benchmarking scheme with RA

Contact the 4C Secretariat : info@4c-coffeeassociation.org www.4c-coffeeassociation.org

ISEAL Stakeholder Workshop 21st August 2012

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4C Association – Rainforest alliance

• Rainforest Alliance became member of the 4C Association in 2007
• Benchmarking of SAN Standard against 4C Code of Conduct in 2008

in cooperation with ISEAL and IMO: producer who owns a farm that is Rainforest Alliance Certified may apply to receive the 4C License without the need for additional verification. (irreciprocal process)

• Joint activities such as projects, trainings, presentations, workshops,

tool development etc.

• Recognition of the stepwise approach by coffee industry (Nestlé´s

Nescafé Plan, Kraft Foods)

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ISEAL Stakeholder Workshop 21st August 2012

Stepping-up Exercise: El Salvador

• Cooperativa Cuidad Barrios, 873 small holder farmers associated
• 4C Member, successful 4C Verification of 256 farms in early 2010
• 132 4C verified farms involved in stepping-up to RAC
• TA for the implementation of SAN
• RA Certification in January 2011
• Availability of more than 900 MT of

green coffee 4C Compliant & RAC (total)

• Involvement of a buyer
• Shared costs for TA and documentation

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ISEAL Stakeholder Workshop 21st August 2012