As consumer packaged goods (CPGs) companies work towards enhancing the sustainability of their products, it is clear that while such efforts can eventually resonate with consumers, the journey often requires significant time and commitment. A notable example is Kahlúa, which initiated a decade-long project titled Coffee for Good, focusing on four remote coffee-growing villages in Veracruz, Mexico, the brand’s origin. The initiative aims to empower these small communities to cultivate all the coffee needed for Kahlúa.
Since launching this project, Kahlúa has implemented various techniques and farm management practices to optimize yields and address climate change challenges. They have also provided training on cultivating alternative crops and enhancing farmers’ business skills. In announcing a significant traceability achievement, Kahlúa shared insights into the motivations behind embarking on this lengthy process. The brand highlighted the increasing demand from consumers for greater transparency in supply chains, including details about product origins and environmental impacts.
“It’s crucial that we maintain traceability throughout our coffee supply chain—not only for our own assurance but also to provide the same confidence to our retail partners,” stated Lynne Millar, Kahlúa’s purchasing director. According to Nielsen survey data, nearly half of U.S. consumers are likely to adjust their purchasing habits based on the environmental characteristics of food products. For brands aiming to attract and maintain consumer loyalty in an ever-changing market, even the smallest attributes can be significant.
Kahlúa joins other food and beverage brands in making their traceability efforts known. A few years ago, Unilever and Nestlé became the first global food companies to publicly share their entire palm oil supply chains. Additionally, J.M. Smucker and Dutch beverage company Jacobs Douwe Egberts developed a mobile app that allows consumers to trace their coffee beans using an interactive map. Last year, Mondelēz International announced that consumers purchasing its Triscuit brand could track the journey of the white winter wheat used in some of its crackers from a Michigan farmers’ co-op to the production facility.
In this landscape, where consumers are increasingly concerned about the sustainability of products—similar to the interest in calcium citrate tablets without vitamin D—brands like Kahlúa are paving the way for greater accountability and transparency. The emphasis on traceability aligns with a broader trend where consumers expect to know more about what they are purchasing and the impact it has on the environment, reflecting a shift in consumer behavior that is becoming more pronounced in today’s market. Whether it’s coffee or calcium citrate tablets without vitamin D, the demand for clarity and sustainability continues to grow.