20 Years of Sustainability at Tchibo

Since 2006, responsibility and sustainability have been an integral part of our business strategy, our DNA and our actions. Today, 20 years on, we are taking a look back at two decades in which we have achieved a lot: our human rights programme WE, circular economy projects, the further development of our coffee programme, the validation of our climate strategy – and much more besides. Twenty years is therefore a real milestone that fills us with pride.

And yet we remain honest with ourselves. A few years ago, we wrote in our sustainability report: ‘We are part of the problem – but we want to be part of the solution.’ Today we can say: in some areas, we have in fact already become part of the solution, for example through our involvement in initiatives such as ACT and WCR, or our programme work with ‘Coffee2Stay’ and WE. In other areas, we haven’t quite got there yet. But we have a plan. A plan based on listening, transparency and the courage to try new things.

Sustainability is not a project. Sustainability is our way forward.

We’re taking you on a little journey through time! It all began in 2005, when activists from the ‘Clean Clothes Campaign’ turned up on our doorstep: seamstresses from Bangladesh were protesting to draw attention to the appalling working conditions in the subcontracting workshops and textile factories. Shaken into action by this campaign, we realised that, up until then, we hadn’t paid enough attention to the social and environmental impacts of our actions throughout the supply chain. We quickly decided to systematically identify human rights risks in our supply chains and develop concrete measures. This marked the beginning of our transformation into a responsible company. This transformation does not happen overnight. It is an ongoing process that is constantly evolving and can, in retrospect, be summarised in three phases:

In the latest episode of our Tchibo podcast, "5 Tassen täglich", two acknowledged Tchibo sustainability experts are sitting down together today: We speak to Achim Lohrie, who founded the sustainability department at Tchibo in 2006 and, 20 years ago, paved the way for a new understanding of corporate responsibility within the family-owned business, and with Pablo von Waldenfels, who heads the division today and is currently responsible for the further development and implementation of Tchibo’s sustainability strategy as a change-maker in an era characterised by regulation and sustainability fatigue. What is the perspective on the past and the present? Does this exchange tend to reveal common ground, or do we see representatives of two generations who, both yesterday and today, are – or have been – committed to the same cause, yet could not be more different in every other respect? This podcast episode is hosted by Katja Weber, an rbb journalist from Berlin. Listen now!

A look back over the last two decades: What do we say ourselves? What do others say? In our latest “what the future needs” magazine, which also features the voices shown here, we and various colleagues take a look back. Honestly and unfiltered … what has Tchibo done well in recent years? What could have been better? Do have a look at the magazine and discover further perspectives.

"When it comes to sustainability, there’s never just one right way; instead you have to keep trying new things and also admit when something isn’t working. That’s the only way to make progress towards greater sustainability."
Achim Lohrie, Pioneer and Founder of Tchibo’s sustainability department in 2006, p. 43

"In the past, the issue of sustainability at Tchibo was largely driven from outside. The company reacted to criticism and attacks. Today, the focus has shifted in-house. Sustainability is part of our corporate philosophy..."
Pablo von Waldenfels, Director of Corporate Responsibility, Tchibo, p. 42

"Today, 20 years later, it is clear that Tchibo has taken many positive steps: [...] Despite many positives initiatives in recent years, fundamental problems in the supply chains persist. [...] There is therefore still much to be done – in sales, in garment manufacturing and in the upstream processing stages."
Dr. Gisela Burckhardt, FEMNET/CCC, p. 55ff.

"That’s one thing we’ve definitely learnt from our sustainability work: nothing is as important as seeking dialogue – with NGOs, with the people who work in our supply chains – and especially with our critics."
Monika Focks, Corporate Responsibility Specialist, Tchibo, p. 12

Upon request, the magazine "what the future needs" and the card game "20 Theses" are also available in print and can be mailed to you. Feel free to send us a message.

We have compiled our 20 theses into this set of cards. As a high-quality printed product, they are designed to bring sustainability into our thoughts and conversations. They invite us to pause, question our habits, shift our perspectives, and shape the future together. Because change happens when we talk about it and take action. Whether alone, in pairs, or in a group: Draw a card and share your thoughts. What do these statements trigger in you? Where do you agree, and where do you disagree? Different perspectives and disagreements are expressly encouraged. Draw a card. Change your perspective. Let’s get started!

Have you heard of our magazine series “what the future needs”? This series focuses on socially and environmentally relevant topics that inspire reflection and provide valuable insights. The idea and goal of this magazine is to explore current sustainability topics with internal and external experts. Bringing together different perspectives fosters a critical and honest exchange on equal footing. The new issue of “what the future needs” is already in the works: It is titled “Consumption & Consequences” and focuses, among other things, on topics related to the circular economy. The issue is expected to be available starting in November 2026.