Figure 1: Main acquisitions and brands 2012-2018

Cacique - Pelé Graníssimo - Tropical JAB Super - Owl - Gold Coffee - Coffeeking

Canadian Drs Canadian

Café Seleto - Pilao - Caboclo - Cafe do Ponto Schweppes

Panera Bread Orangina Dr Peppper Dr Oldtown White Coffee

Pret A Manger A Pret Balzac Coffee

Bruegger's ABP 7Up La

■ v

Dr Pepper Snapple Group Snapple Pepper Dr ■ Group Snapple Pepper Dr Au Bon Pain a Krispy Kreme Doughnuts Panera Bread Company

■ z

■ Bruegger’s Bagels ■

Pret A Manger A Pret Pret A Manger A Pret z Keurig - Green Mountain ■ Balzac Coffee Carte Noire COOP Cia Cacique a Oldtown Berhad L'Or Supergroup ■ Merrild Coop CAFFE E. S. Proximité Tully's Coffee Café Seleto ■ Kicking Horse Coffee Diedrich Coffee L'Or Krispy Kreme Doughnuts * Lavazza Timothy's Coffee Carte Noire Merrild Alteco

Van Houtte Keurig Green Mountain Kicking Horse Espresso Services Stumptown CoffeeIntelligentsia Roasters 2018 7 01 ew 2 ’14 ’ * Intelligentsia Coffee 15

’1 Baresso Coffee Stumptown Coffee Roasters 7 Chameleon Cold Br * 6 N 1 * 0 Blue Bottle Baresso Coffee 2 Espresso House * * e

■ Starbucks Espresso House Chameleon Cold Brew Jacobs - Tassimo - Gevalia 5 ’ 1 1 Blue Bottle Coffee s 7 0

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’ Douwe Egberts Senseo DE Master Blenders Nescafe Moccona Dolce Gusto L'Or Taster's Choice ■ Caribou Coffee Zoega Piazzo d'Oro ■ Peet's Coffee and Tea Caribou Bonka Buondi Peet's Coffee Brasilia

REST

JDE = First Wave Keurig Massimo Zanetti Lavazza ■ = Second Wave Tchibo Nestlé U C C * = Third Wave Smuckers Strauss Starbucks Starbucks Strauss Smuckers U C C Main acquisitions and brands 2012-2018 Tchibo Nestke Massimo Zanetti The data for this infographic is based on media coverage of Lavazza acquisitions and mergers, companies’ websites and annual reports. Keurig Green Mountain JDE

First Wave: Brands focusing on standardisation and volume, for Top ten roasters = at-home consumption (large roasters and grocery retailers). 35% of world’s coffee Second Wave: Brands focusing on coffee origins and roasting styles, differentiation based on higher quality and out-of-home consumption (coffee chains). Global volume of coffee 2016/2017: 157,7 million bags Third Wave: Independent coffee shops focusing on consumer Green coffee conversion interaction with high quality coffee and a variety of brewing 1 bag = 60 kilogram techniques. 1,0 tonne = 1,000 kilogram = 16,67 bags

Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA) 4.0) Figure 3 Top ten coffee producing countries

Arabica vs Robusta

Total World

Uganda Vietnam Indonesia India Brazil Rest Colombia Honduras Ethiopia Mexico Guatemala

Top ten coffee producing countries Global volume of coffee 2016/2017: 157,7 million bags Data on production of Arabica and Robusta: Green coffee conversion - ICO (2018). Total production by all exporting countries. 1 bag = 60 kilogram Data as of April 2018 – ICO. 1,0 tonne = 1,000 kilogram = 16,67 bags - UN Comtrade database (2018). 090111 coffee, not roasted or decaffeinated; comtrade.un.org/data

Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA) 4.0) Figure 4: Inequality in the coffee value chain

$350 Million/year “Coffee Sustainability”

$200 Billion/year $20 Global coffee category value Billion/year Green coffee exports value

Inequality in the coffee value chain Global volume of coffee 2016/2017: 157,7 million bags Data on global coffee category value and value of coffee Green coffee conversion exports to producing countries: 1 bag = 60 kilogram - Samper, L., Giovannucci, D. and Marques Vieira, L. 1,0 tonne = 1,000 kilogram = 16,67 bags (2017). The powerful role of intangibles in the coffee value chain. Economic research paper No.39. WIPO. Data on global investments in sustainable coffee production: - Steemers, S. (2016). Coffee sustainability catalogue 2016. A collective review of work being done to make coffee sustainable. GCP, SCA, SCC.

Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA) 4.0) Figure 5: Global market share and demand VSS in 2017

CAFE AA A F airt rad C 285 77 e 4 6 O 53 1 rg 92 a ni c

1 R 6 0 a in 56 f 0 o r . 5 3 A 6 7 3 0 ll 2 2 .

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global coffee production certified/verified produced certified/verified actually sold

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Fairtrade

ns Organic

Global market share and demandns VSS in 2017 Global volume of coffee 2016/2017: 157,7 million bags

Rainforest Alliance Rainforest Data kindly provided by 4C CAS, Rainforest Alliance, UTZ, Greenns coffee conversion

Nestlé, Starbucks. (the total volume of Nespresso AAA 1 bag = 60 kilogramCertified Utz and C.A.F.E. Practices is our own estimate). Fairtrade is 1,0 tonne = 1,000 kilogram = 16,67 bags our forecast, based on FLO statistics of 2016. Organic is

an estimate based on statisticsns in:

- Lernoud, J. et al. (2017). The State of SustainableAlliance Rainforest ns

Markets – Statistics and Emerging Trends 2017. ITC, Utz Certified Utz Geneva.

Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA) 4.0) Figure 6: Top ten coffee roasters; market share and demand VSS in 2017

31 % 20 % 7 %

36 % Keurig Green Mountain

Massimo Zanetti KGM MZ

ibo 90 Tchibo 30 % h 145 JD Tc E 0 7 18 10

C C U C C 0 U 9 1

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Inner circle: Volume of green coffee in 2016/17 Outer circle: percentage of volume purchased as certified or verified = volume certified = volume verified x1000MT

Top ten roasters; volume and VSS in 2017 Global volume of coffee 2016/2017: 157,7 million bags Data kindly provided by the companies. Green coffee conversion The J.M. Smucker Company is an estimate. 1 bag = 60 kilogram For specific information about companies and VSS, 1,0 tonne = 1,000 kilogram = 16,67 bags see page 22-24; summary of sustainability policies and practices

Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA) 4.0)