Douwe Egberts is pledging to make its entire roast and ground coffee range 100% sustainable.

The Sara Lee-owned brand said the line-up would become 100% sustainable by 2013 through the UTZ Certification scheme, which is similar to the Rainforest Alliance scheme but includes measures aimed at improving productivity as well as farmers' income.

"With the help of UTZ Certified, we are committed to providing consumers with great coffee that is traceable and sustainable," said MD Julie Baker.

The green initiative for the brand's roast and ground range was "just the first step", Baker said.

"We intend to look into the instant and single-serve coffee parts of the business in the near future, with the ultimate aim to provide UK consumers with 100%-sustainable Douwe Egberts coffee."