We want to purchase 100% certified or sustainable verified green coffee by 2022 through yearly increments of 20%. The intermediate steps towards reaching our goal are:
2019: 40% [will be achieved]
By gradually increasing the percentage of certified or sustainable verified coffee purchased each year, we want to send a strong message in the market and make consumers more aware of, and therefore support, our efforts towards the consumption of sustainable coffee. More certified coffee purchased will also bring about positive changes relating to environmental and social impacts of conventional coffee.
In 2022, 83% of the green coffee purchased by Meira was certified or sustainable verified. The new goal to reach 100% is by the end of 2023.