Global demand for certified coffee is increasing, and roasters around the world are strengthening their sustainability commitments. Take Löfbergs Coffee Group. The Swedish coffee roaster recently announced that all their retail products carrying the Rainforest Alliance Certified seal now contain 100 percent certified coffee. We talked to Martin Löfberg, Head of Procurement, to learn more about their certification journey.
Founded in 1906, Löfbergs Coffee Group is one of the Nordics’ largest family-owned coffee roasters. The company produces the equivalent of more than ten million cups of coffee each day, reaching consumers in Europe and Canada. Löfbergs buys approximately 32,000 tons of coffee each year; in 2018, 26 percent was Rainforest Alliance Certified and 7 percent was UTZ certified. Löfbergs began collaborating with the Rainforest Alliance in 2008.
“Sustainability has long been a strong focus for Löfbergs. It’s in our DNA,” says Martin Löfberg. “Third party certification enables us to streamline our efforts and enhance transparency. It helps us stay on track on our journey to secure the future of coffee while empowering farmers around the world.”
Certification as a toolbox
Löfbergs currently works with suppliers in 20 countries, many of which are cooperatives of smallholder farmers. Key to reaching 100 percent certified content has been to secure quality without becoming vulnerable to price risks, according to Löfberg. He explains that one of the biggest challenges has been to find a sufficiently wide base of new farms and cooperatives while maintaining the long-term relationships with existing suppliers. In total, approximately 40,000 farmers grow the coffee that end up at Löfbergs.
Martin Löfberg feels that certification presents a great opportunity to create positive change. “It means we can really make a difference. I like to see certification as a toolbox where we help farmers become more resilient. Our many visits to coffee growing countries have shown how this toolbox of knowledge improves the lives of farmers, workers, and their families.”
From passion to purpose
Martin Löfberg, a fourth-generation coffee roaster, joined Löfbergs Coffee Group in 2008. Since then, coffee has developed from being his passion to becoming a purpose.
“Throughout the years, my interest has developed into what I like to think of as a style of living. Coffee can have great impact on the lives of farmers, the well-being of consumers, as well as our planet,” he concludes.
Are you convinced that certified coffee is the way forward? Join the Rainforest Alliance today!
Featured photo credit: Löfbergs