The Future of Coffee Depends on Farmers
Coffee supports the livelihoods of millions of farmers worldwide, yet the industry faces growing pressure from climate change, market volatility, and increasing sustainability expectations. In response, coffee companies are expanding initiatives focused on regenerative agriculture, transparent sourcing, and farmer support to build more resilient supply chains.
Major companies including Nestlé and JDE Peet's have announced initiatives supporting regenerative farming, deforestation-free sourcing, and long-term supply chain resilience. As climate pressures increase and global regulations around sustainability become stricter, companies are recognizing the need to invest more directly in farming communities.
Regenerative agriculture provides coffee producers with a means to transform their farms by restoring and conserving soil, water, and biodiversity, thus building resilience in the face of climate change. This approach also creates opportunities to reduce greenhouse gas emissions and enhance carbon storage on farms, while increasing farm income through diversification. Regenerative agriculture offers the further advantage of flexibility, based on principles that apply to both small- and large-scale production across many diverse conditions. As a result, this approach can address multiple environmental and production challenges in ways that are socially and economically viable.
Large companies like Nestle and Peets have resources to support farmers, but small to medium roasters and retailers in the larger markets like the US and the UK struggle to lend direct support, other than purchasing supply by Fair Trade or Direct Trade pricing. At the recent Specialty Coffee Association Expo in San Diego, I interviewed several retailers and roasters about this issue. One stated (requested not to share their company name) “I wish I could do more to support farmers that are using regenerative techniques, but the best I can do- and keep my doors open- is to pay them fair or above fair trade/direct trade price.” However, many are including “Regenerative Organic Certified” (ROC) coffee to their list to support the regenerative effort in coffee.
A Growing Focus on Resilient Supply Chains
The coffee sector is facing significant challenges. Rising temperatures, unpredictable weather patterns, plant disease, and market volatility continue to affect coffee-growing regions around the world. At the same time, buyers and consumers are asking for more transparency around where coffee comes from and how it is produced.
Across the industry, companies are expanding programs focused on regenerative agriculture and farmer support. JDE Peet's launched its Nature Transition Plan to support regenerative farming practices, biodiversity protection, and long-term resilience across coffee supply chains. Nestlé has expanded its work through the Nescafé Plan with additional investments in regenerative agriculture and producer support programs.
Meanwhile, several coffee companies launched the Coffee Canopy Partnership, a satellite-based mapping initiative designed to support deforestation-free coffee production while helping farmers adapt to new environmental standards.
Together, these efforts reflect a broader shift happening across the industry. Sustainability is no longer viewed as a side initiative or marketing strategy. There is growing recognition that long-term success depends on investing in producers and farming communities.
Why Women Farmers Matter
As these conversations evolve, companies are also placing greater emphasis on the role women play throughout the coffee value chain. The United Nations has designated 2026 as the International Year of the Woman Farmer, an initiative that aims to raise awareness of women's contributions to agrifood systems and the challenges they continue to face, including limited land rights, access to finance, technical assistance, education, and other essential resources.
Women contribute significantly to global coffee production, but many still face barriers to financing, land ownership, training, and market access. Expanding opportunities for women producers is increasingly considered essential to building stronger and more resilient agricultural systems. They face multiple challenges in the coffee value chain, including underrepresentation in leadership roles, leading to limited opportunities for growth.
The International Women’s Coffee Alliance (IWCA) was formed in 2003 to provide a leadership role to address some of these challenges through education and advocacy to ensure an equitable coffee industry. IWCA supports an international network of independent chapters that are self-organized, self-governing organizations. IWCA also provides technical assistance to the chapters like the “Credit for Women’s Learning Loan.” “Food Enterprise Solutions (FES)” and “Grow to Market” (GTM) have authored a copyrighted manual and designed business literacy training for the chapters.
Pact Coffee has announced plans to source its core coffee range from women growers and gender equity groups through its Equal Ground Project, demonstrating how companies are beginning to place a stronger focus on supporting women producers.
Supporting women farmers not only promotes greater equity but also strengthens household incomes, agricultural productivity, and community resilience.
Building Better Market Connections
At Grow to Market, we believe resilient food systems begin with resilient producers. Expanding access to markets, financing, technical assistance, and business opportunities help farming communities build long-term economic stability while supporting more sustainable global supply chains.
As companies continue investing in regenerative agriculture and responsible sourcing, there is an opportunity to ensure those investments also strengthen local businesses and expand economic opportunity for farming communities.
The future of coffee will depend not only on sustainability commitments but also on partnerships that support the people producing it every day.
For more information, visit us at www.growtomarket.org or contact us at info@growtomarket.org
Sources:
Grow to Market’s “Credit for Women Learning Loan Manual” https://www.growtomarket.org/creditforwomen
International Women’s Coffee Alliance https://www.womenincoffee.org
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