{"id":3000025586,"date":"2020-12-23T11:58:12","date_gmt":"2020-12-23T16:58:12","guid":{"rendered":"https:\/\/www.wework.com\/ideas\/?p=3000025586"},"modified":"2021-03-01T15:32:16","modified_gmt":"2021-03-01T20:32:16","slug":"a-vision-for-sustainably-harvested-coffee","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/research-insights\/expert-insights\/a-vision-for-sustainably-harvested-coffee","title":{"rendered":"A vision for sustainably harvested coffee"},"content":{"rendered":"\n<p>Before you\u2019ve had your morning coffee, it can be difficult to even begin to consider where that coffee actually came from, and how it transformed from a coffee bean into your daily elixir.<\/p>\n\n\n\n<p>But whether you&#8217;ve given it thought or not, the reality is that it takes a lot of resources  and many hands to turn seed, then shrub, into the piping hot perfection you rely on to face the day. And in some cases, the process is to the detriment of the lives of coffee growers and the health of the planet.<\/p>\n\n\n\n<p>As much as these issues may pull at your heartstrings, you can\u2019t tackle them on your own. That\u2019s why it\u2019s so important to have the sustainability aspect of your a.m. caffeine built into your daily coffee ritual: When that happens, the eco stuff falls into line. 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You can unsubscribe at any time by using the link at the end of each email.\",\"key\":\"i_would_like_wework_to_send_me_offers_and_other_communications_1557772665629\",\"type\":\"checkbox\",\"created_at\":\"2019-05-13 18:40:00\",\"label_pos\":\"right\",\"required\":\"\",\"container_class\":\"gdpr-container\",\"element_class\":\"\",\"manual_key\":true,\"admin_label\":\"\",\"help_text\":\"\",\"default_value\":\"unchecked\",\"checked_value\":\"true\",\"unchecked_value\":\"false\",\"drawerDisabled\":false,\"field_label\":\"I would like WeWork to send me exciting offers and other communications about WeWork\",\"field_key\":\"i_would_like_wework_to_send_me_exciting_offers_and_other_communications_about_wework_1554739399659\",\"checked_calc_value\":\"\",\"unchecked_calc_value\":\"\",\"wrap_styles_show_advanced_css\":0,\"label_styles_show_advanced_css\":0,\"element_styles_show_advanced_css\":0,\"cellcid\":\"c4218\",\"wrap_styles_border\":\"\",\"wrap_styles_width\":\"\",\"wrap_styles_margin\":\"\",\"wrap_styles_padding\":\"\",\"wrap_styles_float\":\"\",\"label_styles_border\":\"\",\"label_styles_width\":\"\",\"label_styles_font-size\":\"\",\"label_styles_margin\":\"\",\"label_styles_padding\":\"\",\"label_styles_float\":\"\",\"element_styles_border\":\"\",\"element_styles_width\":\"\",\"element_styles_font-size\":\"\",\"element_styles_margin\":\"\",\"element_styles_padding\":\"\",\"element_styles_float\":\"\",\"id\":25,\"beforeField\":\"\",\"afterField\":\"\",\"value\":\"\",\"parentType\":\"checkbox\",\"element_templates\":[\"checkbox\",\"input\"],\"old_classname\":\"\",\"wrap_template\":\"wrap\"},{\"objectType\":\"Field\",\"objectDomain\":\"fields\",\"editActive\":false,\"order\":10,\"idAttribute\":\"id\",\"type\":\"html\",\"label\":\"\",\"default\":\"<p>By clicking the button below, you agree to our&nbsp;<a href=\\\"https:\\\/\\\/www.wework.com\\\/legal\\\/terms-of-service\\\" target=\\\"_blank\\\" style=\\\"font-size: 13.3333px;\\\">Terms of Service<\\\/a>&nbsp;and acknowledge our&nbsp;<a href=\\\"https:\\\/\\\/www.wework.com\\\/legal\\\/global-privacy-policy\\\" style=\\\"font-size: 13.3333px;\\\">Global Privacy Policy<\\\/a>.<\\\/p>\",\"container_class\":\"width 100\",\"element_class\":\"width 100\",\"wrap_styles_border\":\"\",\"wrap_styles_width\":\"100%\",\"wrap_styles_margin\":\"\",\"wrap_styles_padding\":\"\",\"wrap_styles_float\":\"\",\"wrap_styles_show_advanced_css\":1,\"label_styles_border\":\"\",\"label_styles_width\":\"\",\"label_styles_font-size\":\"\",\"label_styles_margin\":\"\",\"label_styles_padding\":\"\",\"label_styles_float\":\"\",\"label_styles_show_advanced_css\":0,\"element_styles_border\":\"\",\"element_styles_width\":\"100%\",\"element_styles_font-size\":\"\",\"element_styles_margin\":\"\",\"element_styles_padding\":\"\",\"element_styles_float\":\"\",\"element_styles_show_advanced_css\":0,\"cellcid\":\"c4221\",\"key\":\"html_1588257629816\",\"drawerDisabled\":false,\"wrap_styles_border-style\":\"\",\"wrap_styles_display\":\"\",\"admin_label\":\"\",\"id\":131,\"beforeField\":\"\",\"afterField\":\"\",\"value\":\"<p>By clicking the button below, you agree to our&nbsp;<a href=\\\"https:\\\/\\\/www.wework.com\\\/legal\\\/terms-of-service\\\" target=\\\"_blank\\\" style=\\\"font-size: 13.3333px;\\\">Terms of Service<\\\/a>&nbsp;and acknowledge our&nbsp;<a href=\\\"https:\\\/\\\/www.wework.com\\\/legal\\\/global-privacy-policy\\\" style=\\\"font-size: 13.3333px;\\\">Global Privacy Policy<\\\/a>.<\\\/p>\",\"label_pos\":\"above\",\"parentType\":\"html\",\"element_templates\":[\"html\",\"input\"],\"old_classname\":\"\",\"wrap_template\":\"wrap\"},{\"objectType\":\"Field\",\"objectDomain\":\"fields\",\"editActive\":false,\"order\":11,\"idAttribute\":\"id\",\"label\":\"Submit\",\"key\":\"submit_1554741098461\",\"type\":\"submit\",\"created_at\":\"2019-04-11 14:18:43\",\"processing_label\":\"Processing\",\"container_class\":\"\",\"element_class\":\"\",\"field_label\":\"Submit\",\"field_key\":\"submit_1554741098461\",\"wrap_styles_show_advanced_css\":0,\"element_styles_show_advanced_css\":0,\"submit_element_hover_styles_show_advanced_css\":0,\"cellcid\":\"c4224\",\"admin_label\":\"\",\"id\":26,\"beforeField\":\"\",\"afterField\":\"\",\"value\":\"\",\"label_pos\":\"above\",\"parentType\":\"textbox\",\"element_templates\":[\"submit\",\"button\",\"input\"],\"old_classname\":\"\",\"wrap_template\":\"wrap-no-label\"}];nfForms.push(form);<\/script>\n                <script id=\"nf-tmpl-cell\" type=\"text\/template\">\r\n            <nf-fields><\/nf-fields>\r\n        <\/script>\r\n\r\n        <script id=\"nf-tmpl-row\" type=\"text\/template\">\r\n            <nf-cells><\/nf-cells>\r\n        <\/script>\r\n\r\n        \n\n\n<h2  id=\"what-is-sustainable-coffee\"class=\"wp-block-heading\"><strong>What is sustainable coffee?<\/strong><\/h2>\n\n\n\n<p>\u201cSustainable coffee\u201d can mean a lot of different things; for Lavazza, sustainability is circular, in that coffee-producing practices benefit the land on which the crop is grown and the people who grow it.<\/p>\n\n\n\n<p>It\u2019s complicated. Coffee is a slow, finicky crop, a trait that meshes uneasily with the aggressive demand for the product. Because of that, coffee is too often closely tied to widespread deforestation, with growers destroying some of the last remaining intact tropical forest to make more space to plant, per <a href=\"https:\/\/www.conservation.org\/docs\/default-source\/publication-pdfs\/ci-report-coffee-in-the-21st-century.pdf\">Conservation International<\/a>.&nbsp;<\/p>\n\n\n\n<p>A bit of background here: Forests are a natural champion against climate change; collectively, they store more carbon than the atmosphere. When trees are cut down, however, the carbon once stored is released, which contributes to rising temperatures.&nbsp;<\/p>\n\n\n\n<p>Coffee is harvested in more than 50 countries around the world, and \u201cabout two-thirds of coffee is made by small producers,\u201d says Mario Cerutti, Lavazza\u2019s global head of institutional relations and sustainability.&nbsp;<\/p>\n\n\n\n<p>In a sense, it\u2019s understandable why these family-run growers, whose livelihood depends on high crop yields, would clear out forests to make room for coffee. But beyond being unsustainable for the planet, the practice is unsustainable for them. In time (and the clock is ticking), there won\u2019t be enough room left to continue.<\/p>\n\n\n\n<p>One of the <a href=\"https:\/\/www.lavazza.us\/en_US\/sustainability\/foundation.html\">Lavazza Foundation\u2019s<\/a> leading initiatives is the zero-deforestation coffee project it funds and supports in Ethiopia, Africa\u2019s principal coffee producer. The goal of the project is to develop, promote, and scale a \u201cgarden coffee\u201d farming model, which will improve the socioeconomic situation of 3,000 coffee farming families, hamper deforestation, and contribute to forest restoration. The project\u2019s model puts power (and profit) into the hands of coffee producers in the Yayu Biosphere Reserve, in the region of Oromia. The producers build these garden coffee farms near their homes, planting both coffee bushes and other fruit trees, which boost their incomes and create the proper environment for sustainable coffee growth.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-body_horizontal is-style-default\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2020\/12\/ColombiaLavazza-130_v1-1-800x571.jpg\" alt=\"\" class=\"wp-image-3000025598\"\/><figcaption>There are more than 50 countries that produce coffee. The farm above is one of Lavazza&#8217;s producers located in Colombia. <\/figcaption><\/figure>\n\n\n\n<p>And here\u2019s the key: As part of this deforestation initiative, more than 2,000 coffee producers will be trained in farming practices that ensure greater resilience to climate change and protect forests. It\u2019s this kind of knowledge sharing that\u2019s at the heart of every project the Lavazza Foundation develops\u2014and it\u2019s what cements change for the long run.<\/p>\n\n\n\n<p>At the center of the sustainability model is this: \u201cThe people that need to sell the product have to develop a knowledge [of sustainability practices],\u201d Cerutti says. \u201cSome of this knowledge is hard to develop on a specific basis for the individual,\u201d he says, explaining that this is precisely why it\u2019s so important for small-scale farmers to organize in some capacity.&nbsp;<\/p>\n\n\n\n<p>Lavazza encourages farmers to share knowledge by forming cooperatives or informal associations, and it\u2019s one of the first steps Lavazza takes when working with new growers. \u201cThe initial phase is to decide where to operate, but then the second most important decision is to really understand what is good for the people\u2014what they want, what is useful,\u201d Cerutti says.&nbsp;<\/p>\n\n\n\n<p>When local farmers get together, they can share what they\u2019ve learned, like how a pruning technique can produce more growth, or how to prevent exploitation by banding together. It is not Lavazza\u2019s goal to rewrite the coffee-growing practices that are deeply rooted in the culture of local farmers, but instead help farmers to strengthen their own bottom lines, which, in turn, will help secure the health of coffee production and the planet.&nbsp;<\/p>\n\n\n\n<h2  id=\"ideas-work-better-when-theyre-shared\"class=\"wp-block-heading\"><strong>Ideas work better when they\u2019re shared<\/strong><\/h2>\n\n\n\n<p>When WeWork chooses to work with vendors, it relies on a similar model of collective partnership to meet and evolve its sustainability goals. \u201cOur goal isn\u2019t necessarily to work only with vendors who are always doing the right thing,\u201d says Sarah Kaye, WeWork\u2019s global procurement director of product and operational services. \u201cA big piece of it is to see where companies we work with are shortfalling and how we can help them.\u201d&nbsp;<\/p>\n\n\n\n<p>Oftentimes, Kaye says, vendors want to \u201cdo the right thing,\u201d but may not have the information or resources to do so. WeWork\u2019s <a href=\"https:\/\/www.wework.com\/info\/vendor-code\">Vendor Code of Conduct<\/a> outlines the expectations WeWork has for its vendors, and their partnership holds vendors accountable as the teams work together toward charge. This September, <a href=\"https:\/\/www.prnewswire.com\/news-releases\/lavazza-partners-with-wework-to-provide-sustainable-coffee-options-301126346.html\">WeWork announced a partnership with Lavazza<\/a> in which the coffee company would be WeWork\u2019s premier coffee supplier across hundreds of global locations.<\/p>\n\n\n\n<figure class=\"wp-block-image size-body_horizontal is-style-default\"><img decoding=\"async\" src=\"\/ideas\/wp-content\/uploads\/sites\/4\/2020\/12\/2020-09-29-Lavazza_FSP4297_v1-800x571.jpg\" alt=\"\" class=\"wp-image-3000025600\"\/><figcaption>A Lavazza barista bar located at WeWork&#8217;s headquarters in New York City. <\/figcaption><\/figure>\n\n\n\n<p>\u201cAs a global company, [WeWork] has a responsibility to ensure that what [it serves] is coming from a responsible source,\u201d says Illina Frankiv, WeWork\u2019s head of energy and sustainability. Frankiv says the onus shouldn\u2019t be on the individual coffee consumer, but rather the company, which has access and resources to ensure ethical sourcing, as WeWork does.&nbsp;<\/p>\n\n\n\n<p>Ultimately, it&#8217;s not possible to achieve sustainability if we go it alone. It\u2019s in this kind of sharing where long-term sustainability can happen: Whether you\u2019re an independent coffee grower or a global flexible real estate company, collaboration is integral to progress.&nbsp;<\/p>\n\n\n\n<p><em>Kate Bratskeir is a journalist who covers food, health, and the environment. Her book <\/em><a href=\"https:\/\/www.simonandschuster.com\/books\/A-Pocket-Guide-to-Sustainable-Food-Shopping\/Kate-Bratskeir\/9781982150068\">A Pocket Guide to Sustainable Food Shopping<\/a><em> will be published in January 2021 by Tiller Press, an arm of Simon &amp; Schuster.&nbsp;<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>WeWork partners with Lavazza so that every cup of coffee enjoyed in a WeWork space can make a positive impact<\/p>\n","protected":false},"author":1784,"featured_media":3000025594,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43906,43901],"tags":[512,513],"class_list":["post-3000025586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expert-insights","category-research-insights","tag-impact","tag-innovation"],"acf":[],"yoast_head":"<!-- This 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content=\"https:\/\/www.wework.com\/ideas\/research-insights\/expert-insights\/a-vision-for-sustainably-harvested-coffee\" \/>\n<meta property=\"og:site_name\" content=\"Ideas\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-23T16:58:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-03-01T20:32:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2020\/12\/SA-10028_FB.jpg?fit=1200%2C675\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Kate Bratskeir\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"WeWork partners with Lavazza so that every cup of coffee enjoyed in a WeWork space can make a positive impact.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2020\/12\/SA-10028_twitter.jpg?fit=1024%2C576\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kate Bratskeir\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.wework.com\/ideas\/research-insights\/expert-insights\/a-vision-for-sustainably-harvested-coffee#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/research-insights\/expert-insights\/a-vision-for-sustainably-harvested-coffee\"},\"author\":{\"name\":\"Kate Bratskeir\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/person\/d3cc53f0e0f60c684e14aa8313c47ce2\"},\"headline\":\"A vision for sustainably harvested 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