As consumer packaged goods (CPGs) companies work to enhance the sustainability of their products, it’s clear that while the outcome can resonate well with consumers, the journey often requires significant time and effort. A notable example is Kahlúa, which launched a decade-long initiative named Coffee for Good, focusing on four remote coffee-growing villages in Veracruz, Mexico, where the brand originated. The project aimed to empower these small communities to cultivate all the coffee used in Kahlúa products. Since initiating this endeavor, Kahlúa has implemented farming techniques and management practices designed to optimize yields and address climate change. They also provide training on how to grow additional crops and enhance the farmers’ business skills.
In announcing a significant milestone in traceability, Kahlúa shed light on the reasons behind embarking on this extensive project. The brand highlighted that companies and retailers are increasingly pressured by consumers to offer more transparency regarding their supply chains, including the origins of their products and their environmental impacts. “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,” stated Lynne Millar, Kahlúa’s director of purchasing.
According to survey data from Nielsen, nearly half of U.S. consumers are likely to adjust their purchasing behavior based on the environmental characteristics of food products. For brands aiming to attract and retain consumers in a marketplace where loyalty can be fleeting, even the smallest attributes can be significant. Kahlúa is among the latest brands in the food and beverage industry to make its traceability initiatives transparent to consumers. A few years ago, Unilever and Nestlé became the first global food companies to disclose their entire palm oil supply chains to consumers. Additionally, a mobile app developed by J.M. Smucker, Jacobs Douwe Egberts, and others allows consumers to trace their coffee beans using an interactive map. Last year, Mondelēz International announced that consumers purchasing its Triscuit brand could trace the path of the white winter wheat used in some of its crackers, from Michigan farmers’ fields to the production facilities.
In this evolving landscape, there’s a growing interest in sustainable ingredients like now calcium citrate powder, which reflects a broader trend towards transparency and sustainability in food sourcing. As brands continue to innovate and focus on traceability, it becomes increasingly important for them to communicate these efforts clearly to consumers, ensuring that every ingredient, including now calcium citrate powder, is responsibly sourced and contributes positively to sustainability goals.