A commitment that predates the trends

For Van Houtte Coffee Services, offering Fairtrade certified coffee is not a question of image. It's a choice rooted in the company's values: if coffee is at the heart of its business, then what happens at the origin of that coffee should be too.

The company offers Van Houtte coffee, in addition to a wide variety of Fairtrade certified brands, including &BACK COFFEE.

Serving more than one million cups of coffee a day to over 20,000 customers in 31 service branches across Canada, this commitment to sustainability is making a tangible difference for farmers and workers in Fairtrade coffee cooperatives. In addition to the Fairtrade Minimum Price, which acts as a safety net for their income in a volatile market, these communities receive the Fairtrade Premium, which they can invest in projects of their choice, such as infrastructure, health services, access to clean water, school construction, training for farmers, and more.

"From the beginning, our ambition was clear: to offer exceptional coffee while contributing to a sustainable future for the communities that grow it," explains the Van Houtte Coffee Services team.
 

Good training leads to effective communication

One of the most remarkable aspects of Van Houtte Coffee Services' model is the way they convey the value of the Fairtrade certification to their business customers. It's not a mention in a catalog, it's a conversation that field teams have with each customer.

This credibility is rooted in the in-depth training of their teams, which is sometimes supplemented by immersive experiences in the producing countries themselves. Understanding local realities first-hand is what makes it possible to talk about Fairtrade coffee with authenticity, rather than with ready-made formulas.

“Fairtrade is not communicated separately. It's an integral part of the coffee experience that we put together.”

- Jasmine Prégent, Senior Corporate Responsibility Project Manager at Keurig Dr. Pepper Canada

A visible impact on loyalty

The company's commitment to Fairtrade also has a tangible impact on business. &BACK COFFEE, one of their most popular products, is the best example of this. Its ethical positioning appeals to customers who want their daily choices to be in line with their values, without sacrificing quality.

"Customers who integrate &BACK COFFEE into their offer remain loyal to it, because it reflects the values they want to uphold," says the Van Houtte Coffee Services team.

Less waste, more circularity

Good waste management is also part of Van Houtte Coffee Services' responsible practices. For customers using K-Cup® pod machines, their K-Cycle® program offers a concrete solution: collection bins, installed directly on site, enable the large-scale collection of used pods across Canada. The plastic is recycled, the coffee grounds are composted, and the filter and lid are also recycled to close the loop.

Disruptions make certifications even more important

Climate change is increasingly disrupting coffee production on a global scale. In this context, Fairtrade certification plays a growing role: it brings stability where everything becomes more uncertain, both on the side of producers and companies. It also gives companies concrete tools to build a more resilient supply chain, so that the coffee industry remains strong and viable for generations to come.

Van Houtte Coffee Services made this sustainable shift more than two decades ago. Today, they are one step ahead, thanks to consistent, cohesive decisions rooted in the realities on the ground.

“In the market, as the impacts of climate change and disruptions to international coffee production become more visible, the role of certifications such as Fairtrade should continue to strengthen, and sustainability expectations should be increasingly reflected in practical terms in decision-making.”

- Jasmine Prégent, Senior Corporate Responsibility Project Manager at Keurig Dr. Pepper Canada

Sustainability: an integral part of the company

For Van Houtte Coffee Services, sustainability is not a box to be ticked: it starts where the coffee is grown.

By offering Fairtrade certified coffees, they contribute to more stable incomes for producers, stronger coffee communities, and a sector with more resources to cope with climate disruptions. For the company, this is what gives coherence to its offer: a selection of responsible products, a reduction in the environmental footprint, and a customer experience enhanced by a real meaning.

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Interested in Fairtrade certification? Learn more about its benefits for businesses.