DEERFIELD, ILL. — Mondelēz International, Inc. has launched a new initiative — Coffee Made Happy — designed to make coffee farming an attractive profession for future generations. As part of the program, Mondelēz said it will invest a minimum of $200 million to attract one million coffee farming entrepreneurs by 2020. The approach builds on Mondelēz’s previous commitment to sustainably source 100% 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.”
As part of the initiative, Mondelēz said it plans to use the investment to increase farmer productivity and the viability of small-scale coffee farming, strengthening agricultural practices and helping to build more sustainable coffee communities. The company said it already is collaborating in sustainable agriculture with partners such as 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.