We are delighted to announce a new multi-year partnership between Fairtrade Network of Asia & Pacific Producers (NAPP) and Fairtrade Austria, supported through the funding from the commercial partner Julius Meinl 1862 GmbH.

About the Partnership

Together, we have launched an initiative titled “Empowering Youth in Coffee Production in India 2025–2028.” This collaboration aims to strengthen Fairtrade-certified coffee cooperatives in India (Kerala and Karnataka), enhance farmer livelihoods, and build long-term climate resilience—with a special focus on engaging and empowering youth within coffee-growing communities.

The project aligns with the Fairtrade Coffee Development Plan of India and emphasizes shared project management, transparent reporting, and joint decision-making between Fairtrade NAPP and Fairtrade Austria.

The project will cover 13 small scale coffee cooperatives and about 250 direct beneficiaries/farmer members from Kerala and Karnataka

Overall Goal:

To enhance the sustainability and future of coffee farming by empowering youth and women with knowledge, skills, and opportunities for innovation, entrepreneurship, and climate-resilient agriculture.

Key Objectives

1. Youth Empowerment: The Future of Farming: To equip young people in coffee-farming communities with the knowledge, skills, and confidence to engage meaningfully in sustainable coffee production and assume leadership roles within their cooperatives.

Expected Outcomes

• Increased youth engagement in coffee farming and cooperative activities.
• Youth equipped with practical farming and leadership skills.
• Strengthened pipeline of future leaders within producer organizations.
• Enhanced motivation for young people to remain in or return to agricultural livelihoods.

2. Innovation and Inter-Generational Exchange: To promote knowledge transfer between generations and encourage innovative practices that improve coffee quality, resilience, and farm productivity.

Expected Outcomes

• Stronger collaboration between generations within coffee communities.
• Adoption of innovative approaches that improve productivity and quality.
• Preservation of traditional practices blended with modern techniques.
• Increased openness among farmers to new technologies and methods.

3. Capacity Development and Technical Support: To strengthen the institutional, administrative, and technical capacities of coffee producer organizations to serve their members better and improve overall organizational performance.

Expected Outcomes

• Improved governance, transparency, and accountability within POs.
• Enhanced ability of POs to deliver technical and logistical support to farmers.
• Strengthened internal systems and more efficient coordination of project activities.
• Better quality control and increased market readiness of coffee.

4. Sustainable Production: To promote environmentally sustainable practices that help farmers maintain productivity, adapt to climate challenges, and protect natural resources.

Expected Outcomes

• Improved adoption of climate-resilient and environmentally safe production methods.
• Better soil health, water management, and farm-level biodiversity.
• Reduced vulnerability of coffee farms to climate variability.
• Sustained or improved yields and coffee quality under changing climate conditions.

A Shared Vision for the Future

Through this partnership, we aim to create tangible, lasting impact for India’s coffee-growing communities. By equipping young farmers with knowledge, skills, and opportunities, we seek to build a more resilient and inclusive future for the sector.

“At Julius Meinl, we believe in intergenerational dialogue, ensuring the wisdom of experienced farmers is carried forward, while opening new opportunities for young coffee producers to shape the next era of coffee farming with innovation and fresh ideas.”

-Marcel Löffler; CEO Julius Meinl Coffee Group

“In collaboration with the Central Coffee Research Institute (CCRI), the research wing of the Coffee Board of India, the project will provide smallholder coffee-farming families with advanced technical training and workshops. These will cover critical areas including climate change adaptation, biodiversity, and agro-climatic practices across coffee-growing zones.”

-  Bindu Sukumarapillai, CEO-Fairtrade NAPP

“Throughout our long-standing partnership with Julius Meinl, their commitment to strengthening coffee farming communities has always stood out. This new project in India is a natural continuation of that collaboration, supporting farmers with resilient coffee plants while investing in the next generation through training and leadership development. Empowering young people in coffee farming is essential for sustainable and profitable coffee production.”

 - Hartwig Kirner, CEO FAIRTRADE Austria