Crop-to-Cup Coffee: How Sustainable is it Really?
By Shehzeen Jamil R | September 23, 2023
Crop-to-cup
In the world of coffee, the term “crop-to-cup” has become a guiding ethos. It takes us on a journey, unveiling the intricate web of actions, values, and dedication that shape the coffee industry. This compelling narrative captivates and effectively highlights a pursuit of sustainability and transparency. Crop-to-cup is the journey of coffee from the farm to your cup – let’s look at what it means on a deeper level.
Stages of sustainability
Sustainability is woven into the fabric of specialty coffee’s evolution. The industry’s progression through waves – 1st, 2nd, 3rd, 4th, and now emerging 5th wave – reflects its ongoing commitment to sustainability. These phases have transitioned from the early 1800s when coffee was simply a commodity to the 1970s when Starbucks revolutionized coffee culture in the 2nd phase. The 3rd wave marked a shift towards customer awareness of coffee origins and brewing methods, followed by the 4th wave, which delved into the scientific aspects of the coffee. Now, in the emerging 5th wave, the industry is embracing conscientious approaches, such as waste reduction, carbon neutrality, and innovative environmental practices.
A complex tapestry
Coffee’s voyage from crop to cup is an interplay of genuine sustainability and clever marketing. While the industry frequently highlights its eco-friendly endeavors, a closer examination reveals a nuanced landscape. It’s our mission to uncover the unfiltered truth of our filtered coffee.
From the moment coffee cherries are plucked from their trees, a ripple effect begins. Guided by the Specialty Coffee Association, farmers adhere to stringent guidelines, upholding the principles of ethical sourcing, responsible land management, and a profound connection to the environment. These principles, key to the specialty coffee industry, define the industry’s commitment to sustainability and an environmentally conscious future. It’s worth noting that sustainability is also one of the factors considered at green bean auctions. In this equation, quality and ethics equate to prosperity.
Establishing a sustainable supply chain
A sustainable supply chain thrives on the tenets of transparency, accountability, and ethical practices. It hinges on fair trade relationships, ensuring equitable compensation for coffee farmers, reducing waste, and minimizing the environmental footprint through responsible transportation and packaging methods. Certifications such as Fair Trade and Rainforest Alliance that validate the supply chain’s sustainability.
The roasters hold a significant role in determining the final product’s quality and the industry’s sustainability. This is the step where if an organization wants, it can easily cut corners and fill in the gaps with clever marketing to sell to the end-consumer with labels stating the highest quality of specialty with the certifications. However, we have seen that they are increasingly investing in sustainable practices, from energy-efficient roasting equipment to eco-friendly packaging solutions. Roasters are realizing that specialty coffee is more than just bringing out complex flavor notes – it’s also respecting the product at hand, its roots and the effort put in to cultivating it.
Decoding the buzzwords: quality, ethical, and sustainability
Coffee connoisseurs and consumers encounter an array of buzzwords: “gourmet”, “premium,” and “specialty coffee”. The distinction is crucial.
“Premium” and “gourmet” often blur the lines. It’s essential to scrutinize the terminology, as “premium” coffee falls slightly below specialty grade, allowing for more defects. “Gourmet coffee” serves as a marketing term, sometimes used to describe lower-grade beans. These terms, often used interchangeably, obscure the pursuit of quality and sustainability.
Of the three, specialty coffee adheres to the stringent standards set by the Specialty Coffee Association (SCA). It represents not only superior quality (cup score 80+) but also ethical and sustainable practices. However, many no longer opt for the official accreditation as it is a lengthy and expensive process and label coffee “specialty” regardless. This isn’t harmful if roasters abide by the broad principle but unfortunately there has been a recent trend where roasters believe that “specialty” is synonymous with luxury and that alone only warrants a higher price tag for the cafes or home baristas.
Baristas, last mile, and influencers
The role of baristas in the coffee industry is equally crucial in the crop-to-cup journey. Many dedicate themselves to enhancing the coffee they serve, honing their skills through certifications and having a genuine passion for every cup they brew and serve. It’s a science! But the industry is not without challenges: it’s highly competitive and questionable practices of baristas accepting commissions from roasters have recently been unveiled by local UAE roaster, Ryan Godhino. These practices breach ethical standards and jeopardize trust in the industry.
Now that we’re on the 5th wave, we have to mention the last mile providers and influencers who so heavily focus on specialty. While they bring convenience, they often fall short of aligning with the sustainable and ethical practices this industry is rooted in. Marketing is key and while that’s not wrong, it is often discovered that the same concept as “gourmet” is occurring. There is no shortage of buzzwords and as a result, standards can vary.
How to make conscious choices as a consumer
In an age where sustainability can become a marketing checklist or branding tool as opposed to CSR (corporate social responsibility), the ability to recognize authenticity is essential. Sustainability encompasses environmental, social, and economic considerations, driven by growing consumer consciousness and climate change concerns. Responsibility extends to both individuals and businesses, with consumers adopting sustainable practices like reusable cups to businesses being transparent about their initiatives. While specialty coffee has made significant strides, its growing attention calls for scrutiny to ensure every level of the crop-to-cup journey adheres to sustainable practices and values because otherwise all the work done at the farm level will not be as impactful.
The next time you savor your morning cup of specialty coffee, remember that it’s more than just a beverage. It’s a journey, an ethos, and a commitment to quality, ethics and sustainability.
You’re supporting an industry that embraces responsibility and transparency – so buy local, buy specialty.
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