Coffee
Truemorrow
YOUR CUP MAKES A DIFFERENCE.
Do you care what you put in your cup? So do we! That's why we're making a difference directly in the regions where our coffees are grown. Whether it's better working conditions or more environmental protection: we take a close look, tackle problems head-on - and share with you how and where we act. So you always know what's in your cup!
Know more. Change more. That was the idea behind the Truemorrow initiative and that is also the idea behind our Tchibo coffee programme.
Know more. Change more.
That's why we launched Truemorrow in 2021: Our initiative for more transparency & more sustainability. We launched the Truemorrow initiative as a test project with our BLACK & WHITE coffee. The initiative marked the start of our collaboration with the non-profit organisation Enveritas. It allowed us to test the collaboration and try out innovative approaches in the coffee sector - which we are now continuing to pursue with the Tchibo Coffee program. The collaboration with the non-profit organisation Enveritas was a novelty in the coffee sector at the time and therefore also a new path for us.
We will continue.
Now we have gone one step further: the sustainability and transparency initiative should no longer only apply to BLACK & WHITE, but to all our Tchibo coffees. This is how we launched the Tchibo Coffee programm. Even back then, the idea was to make our commitment to sustainability more transparent for other coffees too. However, such a step requires a lot of preparation due to the complex supply chains. This is exactly where the Tchibo coffee programme comes in. Transparency forms the basis of our materiality analysis, which is the starting point for our strategy. In other words:
We will continue! The approach from the Truemorrow initiative is being transferred to the coffee programme!
What we actually do.
It is our declared goal to critically audit our supply chains according to social and environmental criteria and to improve the situation in the growing regions. In cooperation with local organisations, representatives of civil society, international trading houses and other like-minded parties, we are building alliances that pursue the same goal along the supply chain: greater sustainability in coffee cultivation. BLACK & WHITE focuses on two coffee-producing countries: Brazil and Vietnam. This is where the coffee for BLACK & WHITE is grown. Several projects are already underway in these countries. As everywhere else, there are regional differences in coffee cultivation. Independent studies of each coffee-growing region enable us to set the right premises.
What we have discovered.
We have learned a lot from the Truemorrow initiative. That is why we have now decided to further develop Truemorrow. One important lesson we learned was that tailored programmes that address specific problems are particularly effective in bringing about positive change. Instead of a blanket approach, we are now focusing on specific programmes, which allows us to use our investments in a more targeted and effective way. The Truemorrow initiative has also changed the way we work with our supply chain partners and helped to increase transparency.
How we work.
For the Truemorrow initiative, as well as for our Tchibo coffee programme, all data is collected independently by the non-profit organisation Enveritas. Due to its legal form, Enveritas is legally obliged to act in a non-profit manner. In its case, this means supporting coffee farmers, farm workers and the environment. Furthermore, Enveritas is an independent organisation that provides its information to the entire coffee sector and is therefore not particularly dependent on Tchibo. Enveritas assesses the situation on the ground objectively, regardless of whether it is good or bad. Enveritas does not issue a certificate confirming that all farms meet a certain minimum standard. This means that, unlike with certification, Enveritas has no incentive to make farmers perform better.
Want to learn more about Enveritas and its independent analyses?
The Truemorrow principle – summarised and briefly explained:
Facts and figures
Data source: Enveritas 2023/2024
Enveritas assesses sustainability risks based on global standards. The following chart shows the average sustainability scores for Tchibo's coffee supply chain on a scale of 0 to 100, representing the share of assessed volume sourced from farms that meet criteria.
0 = high risk, 100 = low risk
BRAZIL
Human rights & Social affairs:
Environment:
VIETNAM
Human rights & Social affairs:
Environment:
Based on these analyses, we have tailored our program to specific countries. In Brazil, we can focus on measures aimed at more environmentally friendly coffee production, such as biodiversity, climate change, and water protection. In Vietnam, we can also address environmental protection. However, our research has shown that we must primarily focus on poverty reduction. Those who lack the financial means also lack the opportunity to cultivate coffee more sustainably.
