Gevalia Supports its Commitment to Sustainability with 4C On-pack
Gevalia, a traditional brand owned by Jacobs Douwe Egberts (JDE) with a 150-year history and the largest coffee roastery in Scandinavia, believes that making delicious coffee must go hand in hand with caring for the planet. To reduce its environmental impact along the bean to cup journey, Gevalia sources 4C certified coffee to support sustainable farming, uses renewable energy, recycles production waste, and re-thinks filter coffee packaging in terms of recyclability and material use in general. This information will soon be included on Gevalia’s coffee packs to enable more visibility and increase awareness of its contribution to sustainable development for the end-consumer.
“JDE is proud of the long-standing partnership we have with 4C, this collaboration with Gevalia demonstrates our commitment to responsible sourcing and supporting sustainable coffee farming,” – says Nadia Hoarau-Mwaura, Sustainability Director at Jacobs Douwe Egberts. The launch of the new claim on-pack was included in the agenda of the JDE Online Trade Event with the focus on sustainability where JDE presented its coffee brands and sustainability undertakings to a versatile group of Scandinavian retailers. 4C participated in this event to introduce the 4C standard, its requirements, and the latest developments, including innovative solutions such as satellite images to support risk assessment during the certification process as well as the 4C Climate Friendly Coffee concept. “4C is pleased to support Gevalia in its sustainability efforts and hopes that responsible sourcing trends will increase in the coming years on a global scale,” – adds Norbert Schmitz, Managing Director at 4C Services GmbH.