Sustainability in the coffee sector. An analysis of the JDE Sustainability Strategy in coffee origin countries
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2023-02-13
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en
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Climate change with a growing world population, and scarcity of resources are the biggest challenges of our times. Governments, civil society and businesses need to collaborate in order to tackle social and environmental consequences of these manifold problems. Multinational Corporations (MNCs) are international actors within the society, which are often responsible for environmental damage and human rights abuses. At the same time, they are considered as having a key role to contribute in tackling many global challenges. This research will try to understand how MNCs in the coffee sector contribute to promote sustainability through their corporate sustainability strategies. In particular, the focus will be on the multinational roasters Jacobs Douwe Egberts (JDE), a subsidiary of JDE Peet’s, the world's leading pure-play coffee and tea company, headquartered in the Netherlands, and their initiatives to promote sustainability in coffee sourcing countries.
The coffee industry connects millions of smallholder farmers in the Global South with global markets and it has historically been a frontrunner in sustainability efforts through private and voluntary initiatives.
To assess the role played by JDE in promoting and governing sustainability, the author decided to combine the Global Value Chain (GVC) framework with the Nonstate Market-driven (NSMD) sustainability governance.
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Faculteit der Managementwetenschappen