While some of Cooxupé’s growers have been participating in other sustainability programs, such as the Starbucks C.A.F.E. Practices program and Rainforest Alliance certification, Cooxupé knew that internally the company needed to develop a new program that could not only be benchmarked against these established standards so more farms could participate in them, but Cooxupé could also go above and beyond these programs to help educate, establish farm-based protocols, provide technical assistance, and offer financial support to implement sustainable change in a way that had never been done before. Cooxupé saw the solution for this problem as the creation of a program capable of increasing the producer’s engagement regarding sustainability with a proactive and positive approach, coupled with the necessary technical and financial support that develops a healthy and prosperous environment for the next generations.
The culmination of a more than two-year program development process was the launch of Cooxupé’s Gerações Protocol (Generations in English), a well-defined set of guidelines and levels of achievement focused on the resilience, longevity, and quality of production, all deeply linked to economically sustainable production, in harmony with the environment and with the producers, their families and their employees. The program, already being adopted by more than 400 producers, starts from the ground up, not from the top down, with more than 100 Cooxupé technical professionals meeting with the farmers in the field, explaining the program, its benefits, and the how sustainable practices will benefit the farms, the workers and the environment.
SCS auditors serve as verifiers, who validate each farm’s adherence to Generations’ protocols and acceptance into the family of compliant farms.
“The cooperativism that we believe in is a sustainable model because we are not B2B, business-to-business, we are not B2C, business-to-consumers, we are P2P, people-to-people. We are a people organization that joined together to solve common problems for the families that farm coffee, and our Gerações program was set up to improve the lives of the coffee growers and the communities where they live.” – Alexandre Monteiro ESG Manager, Cooxupé