TORONTO, Dec. 19,
2022 /CNW/ - Kahlúa, the world's leading coffee
liqueur brand, has reached a significant milestone in its ambition
to gain transparency and traceability in its supply chain. To
achieve this, the brand has mapped all steps of its supply chain to
identify any potential risk areas. Today, 100% of its key
ingredient, Arabica coffee, has full traceability and is solely
sourced from the remote Mexican farming communities participating
in its 'Coffee for Good' initiative, launched in 2016.
Over the past six years, Kahlúa has been working with a local
NGO, Fondo Para La Paz in four local
communities in the mountains of Veracruz,
Mexico. Together, they have been investing in better living
and working conditions for farmers, establishing good agricultural
practices, and protecting the region's biodiversity. Having
nurtured close relationships with farmers, Kahlúa now is confident
that its coffee is derived from a more sustainable source.
Kahlúa's milestone comes with brands and retailers facing
mounting pressure from their customers to provide greater
transparency into their supply chains. Customers are demanding more
information on where a product originated and what environmental
impact it has had.
Lynne Millar, Director of
Purchasing, Kahlúa, commented: "It's paramount that we have
traceability across our coffee supply chain – not only for our own
peace of mind, but it's essential that we provide the same
assurances to our retail customers."
Having started in Ocotempa, a remote village in the Veracruz mountains, the project focuses on
three interconnected themes – social, economic and environmental –
to help smallholder farmers move towards a sustainable farming
model and improved living conditions.
The project starts by addressing communities' most basic needs,
such as improving access to fresh water and sanitation. Extensive
planting is undertaken – replacing old and less productive trees
with new disease-resistant plants that are more resilient to
climate change. With the advice from experts, the "Coffee for Good"
program has provided nutritional packages and fertilizers
to nurture young trees – as well as protect the environment and
biodiversity. Establishing strong bonds between villages has also
been vital in creating community support and encouraging knowledge
sharing.
Since the project began 704 farmers have been trained, 214 dry
toilets built, more than 213,500 coffee trees planted and around 70
women are now in leadership roles. The project continues to evolve,
and the next priority is to certify the work of the farmers and set
the standard for two new villages added to the Coffee for Good
program.
Lynne continued: "Sustainability means changing,
improving and investing now for the benefit of a greater and more
secure future. We have helped farmers introduce techniques and farm
management practices that will not only maximise yields and combat
climate change but guarantee to preserve the nature and
biodiversity of their surroundings.
We have provided training on how to grow and market other
crops, in addition to coffee that can help provide an alternative
income stream and improve livelihoods by reducing dependence on a
single crop. We also wanted our farmers to become more
entrepreneurial, which many have and one of our farming families
has created its own coffee brand. It is important to us that the
farmers don't sell 100% of their coffee to Kahlúa. We must ensure
that they are not wholly dependent on one customer."
Craig van Niekerk, Global VP
of Marketing for Malibu and Kahlúa, said: "We want to
go further. Coffee for Good is at the heart of our brand. This
year, we have added another two villages to our program,
Popocatepec and Mitepec.
We are also looking at the potential for youth scholarships at
local agricultural colleges. In the past, younger generations have
been quick to migrate to Mexico
City to seek work but through the project's success, many
younger people believe that there is a future in coffee farming
after all."
To learn more about Coffee for Good visit: The Promise Behind
Our Coffee.
About Corby Spirit and
Wine
Corby Spirit and Wine Limited is a leading Canadian
manufacturer, marketer and distributor of spirits and wines.
Corby's portfolio of owned-brands includes some of the most
renowned brands in Canada,
including J.P. Wiser's®, Lot 40®, and Pike
Creek® Canadian whiskies, Lamb's® rum, Polar
Ice® vodka, McGuinness® liqueurs,
Ungava® gin, Cabot Trail® maple-based
liqueurs and Chic Choc® Spiced rum, and Foreign
Affair® wines. Through its affiliation with Pernod
Ricard S.A., a global leader in the spirits and wine industry,
Corby also represents leading international brands such as
ABSOLUT® vodka, Chivas
Regal®, The Glenlivet® and
Ballantine's® Scotch whiskies, Jameson® Irish
whiskey, Beefeater® gin, Malibu® rum,
Kahlúa® liqueur, Mumm® champagne, and Jacob's
Creek®, Wyndham Estate®,
Stoneleigh®, Campo
Viejo®, and Kenwood® wines. Corby is a
publicly traded company based in Toronto,
Ontario, and listed on the Toronto Stock Exchange under the
trading symbols CSW.A and CSW.B. For further information, please
visit our website or follow us on LinkedIn, Instagram, or
Twitter.
About The Absolut
Company
The Absolut Company has the worldwide responsibility for
production, packaging innovation and strategic marketing of Absolut
Vodka, Malibu and Kahlúa. Absolut Vodka is one of the world's top
ten international spirits brands. Every bottle of Absolut Vodka
comes from one source, Åhus in southern Sweden. Malibu is the number one rum-based
coconut spirit in the world. Kahlúa coffee liqueur is the
world leader in its category. The Absolut Company portfolio also
includes Åhus Akvavit. The head office is in Stockholm, Sweden. Chairman and CEO is
Stéphanie Durroux.
Absolut Home, located next to the production site for Absolut
Vodka, was opened in 2018.
The Absolut Company is part of Pernod Ricard, the world's
second-largest wine and spirits producer (source: IWSR).
SOURCE Corby Spirit and Wine Communications