Douwe Egberts has opted for an alternative to Fairtrade, with a coffee that takes "a more sustainable approach to the industry".
It is launching a four-strong ground range called Good Origin - in medium, strong and rich and medium decaffeinated - which supports Utz Kapeh, a certification programme that implements global standards for responsible coffee growing and sourcing.
MD Grant Rosewarne said the company chose Dutch-based Utz Kapeh over more recognised UK programmes, because it provided a more robust ethical supply chain.
"We see this as a solution for the whole market," he said. "You can do so much for the small farmers or get a sustainable supply for the whole coffee chain. It doesn't stimulate oversupply, but pays a premium based on the market."
Rosewarne admitted the programme was not well known in the UK, but said consumers would initially buy the product based on the Douwe Egberts name.
It is launching a four-strong ground range called Good Origin - in medium, strong and rich and medium decaffeinated - which supports Utz Kapeh, a certification programme that implements global standards for responsible coffee growing and sourcing.
MD Grant Rosewarne said the company chose Dutch-based Utz Kapeh over more recognised UK programmes, because it provided a more robust ethical supply chain.
"We see this as a solution for the whole market," he said. "You can do so much for the small farmers or get a sustainable supply for the whole coffee chain. It doesn't stimulate oversupply, but pays a premium based on the market."
Rosewarne admitted the programme was not well known in the UK, but said consumers would initially buy the product based on the Douwe Egberts name.
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