The (German) Coffee Sector: Time to #RethinkCoffee
The coffee sector in Germany, one of the largest coffee-consuming nations, generates substantial profits. However, a closer look reveals that while some actors in the coffee value chain make a profit, others earn much less for their work. Farmers in eight out of ten of the world’s major coffee-growing countries continue to live at or below subsistence levels, even as the global indicator price for coffee reaches new highs. The income gap is largely due to volatile market prices, rising production costs, inequitable value distribution, and the increasing impacts of climate change.
These challenges make it nearly impossible for coffee farmers to invest in sustainable farming practices, or diversify their income sources. The result is a cycle of poverty that perpetuates environmental degradation and economic hardship.
Solidaridad in Germany recently launched two campaigns to catch the attention of actors in the coffee sector and the public and enlist their help to the importance of addressing these systemic issues to transform the coffee industry. The campaigns promote more equitable value distribution, ensure that farmers’ voices are heard, and inspire action across the value chain.
Driving Industry Action towards Sustainable Coffee
It’s high time that businesses to rethink their approach to the coffee sector. At the heart of the RETHINK COFFEE! campaign are Alice and Jhon, coffee farmers from Uganda and Colombia respectively. They represent the entrepreneurial spirit of countless coffee farmers worldwide. Farmers like Alice and Jhon don’t just grow exceptional coffee — they manage employees, oversee sales and accounting, and implement sustainability measures. Yet, despite their vital role and like many coffee farmers, they struggle to earn a living income.
This campaign calls on businesses to recognize and address the systemic issues within global coffee value chains. It highlights the need to align current practices with sustainability goals and equitable value distribution. The first peak at the campaign generated 14,800 impressions on LinkedIn.
We invite companies to be catalysts for change as they adopt responsible sourcing models and recognize the power of more equitable value distribution. Together, we can ensure that coffee farmers like Alice and Jhon can continue cultivating coffee while improving their livelihoods and climate resilience.
Coffee grounds to predict the future – Engaging Consumers
Consumers also need to consider the impact of their coffee choices. At Solidaridad, we believe that ‘the best way to predict the future is to shape it’. The campaign stresses the importance of supporting coffee companies that invest in coffee farmers. This change requires more than just corporate action – it depends on informed consumers who take a closer look to make informed decisions.
To commemorate International Coffee Day this past October, Solidaridad organized an event in downtown Munich, spreading the campaign message through the concept of ‘coffee grounds’. The coffee grounds serve as a metaphor for the uncertain future of coffee production, particularly in the context of climate change.
At the same time, the campaign encourages consumers to not only enjoy their coffee but also to learn about its origins and ask key questions: Are coffee farmers paid fairly? Do companies support climate-friendly farming?
The campaign highlights the role of coffee consumption in fostering positive change that shapes the future. When consumers question the origins of their coffee and understand the social and environmental conditions in its production, they can show companies that sustainability and good working conditions matter. In the first peak of the campaign, it generated a reach of 478,877 impressions on Facebook and Instagram.
Want to learn more and test your knowledge? Take the #CoffeeQuiz at www.solidaridad.de/kaffeequiz.
Joint action for a Better Coffee Future
These campaigns in Germany are more than calls for sustainable consumption — they are a plea for all stakeholders to recognize their responsibility in the coffee sector and take action accordingly. Whether it’s businesses, consumers, or policymakers, every step towards a fairer, more sustainable system counts.
By adopting ethical sourcing practices and encouraging consumers to make informed choices, we can shape a better future for coffee production. A fairer value distribution and better working conditions for farmers are still possible if we act now.
Find out more about the work of Solidaridad Germany: www.solidaridad.de
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