JDE Peet's Unveils 'Nature Transition Plan' Tied to Coffee Sourcing

"Coming less than a week after Swiss food giant Nestlé unveiled a global "regenerative agriculture" campaign, the JDE Peet's announcement underscores the transition of regenerative agriculture from a niche concept tied to specialty markets into a central tenet of corporate sustainability in coffee. The grand plan unveiled by JDE Peet's aims to expand the adoption of regenerative coffee farming practices across an additional 200,000 hectares by 2030. The company also said it intends to move toward 100% "responsibly sourced" green coffee by 2028, building on a reported 83.2% achieved in 2024."

"For its corporate sustainability playbook, JDE Peet's said the supply chain transition plan, called "Grounded in Nature," will be aligned with numerous third-party frameworks and sustainability targets, including the Taskforce on Nature-related Financial Disclosures framework, the Kunming-Montreal Global Biodiversity Framework and the Science Based Targets Network. The announcement lands amid a broader wave of "regenerative" claims in food marketing and corporate sustainability messaging, even as the term remains inconsistently defined, difficult to verify and potentially linked to corporate greenwashing."

JDE Peet's announced a Nature Transition Plan to expand regenerative agriculture programs and accelerate deforestation-free coffee sourcing. The company aims to add 200,000 hectares of regenerative coffee farming by 2030 and move toward 100% responsibly sourced green coffee by 2028, up from 83.2% in 2024 and replacing an earlier 2025 target. The supply chain transition, called "Grounded in Nature," will align with the Taskforce on Nature-related Financial Disclosures, the Kunming-Montreal Global Biodiversity Framework and the Science Based Targets Network. The rollout follows similar corporate moves, despite inconsistent definitions and verification challenges for "regenerative" claims.

Read at Daily Coffee News by Roast Magazine