1. • Efficiency – UTZ
The Utz Certified coffee program has solved the greatest sup- CERTIFIED encourag-
ply challenge for our customers; sustainability and traceabil-
About UTZ CERTIFIED UTZ CERTIFIED Good Inside™ is an
es farms to achieve
ity. An added benefit is that their online chain of custody
a balance between
With the goal of creating change in independent, global, not-for-profit
verification system is far more user friendly than other coffee the coffee supply chain, UTZ CERTIFIED
certification systems. The market based premiums for UTZ
their productivity, was founded in 1997 and became an
organization whose mission is to
product quality and
CERTIFIED coffees allow our customers to remain competi- independent not-for-profit foundation achieve sustainable commodity
tive in the marketplace while satisfying the consumers
the environment. in 2002. In 2007, over 50,000 Metric
The relationship Tons of UTZ CERTIFIED coffee were sold. After 5 years of
supply chains by implementing a
desire to know where their coffee came from and how it was
produced. Promoting UTZ CERTIFIED coffee is the economi- between costs to the successful experience implementing a mainstream certifica- worldwide certification and trace-
cal way for coffee roasters and retailers to verify that their farmer and the benefits received from market access, tion and traceability program for coffee, UTZ CERTIFIED has
ability program.
products are socially and environmentally responsible. added value, and acceptance are in proportion. UTZ started in 2007 to diversify into other agricultural commodi-
Steve Bauer CERTIFIED is a market-oriented model working with ties like cocoa, tea, palm oil and biofuels.
Paragon Coffee Trading Co. L.P. an seamless traceability system that fits in the exist- UTZ CERTIFIED is a global organization, with headquarters
ing market structure. in the Netherlands, a US office in Boston, and field offices in
Brazil, Colombia, Peru, Guatemala, Kenya, Ethiopia, Indone-
• Acceptance - UTZ CERTIFIED sets a sustainability sia and Vietnam, presence in Japan and Switzerland.
About our certification standard based on the three pillars People, Planet
UTZ CERTIFIED Coffee is
UTZ CERTIFIED’s mission is to achieve and Profit: business practices, the environment and
sustainable and transparent commodity
supply chains, rewarding better products
social criteria respectively. The acceptance of UTZ
CERTIFIED as a program is based on the impact in
Good Inside™
with better prices. Our program is based on 5 key coffee growing, the credibility of the certification and
criteria, often considered the DNA of certification the added value for all parties in the coffee chain.
practices, and carefully keeps these elements in bal-
ance:
• Meaningful impact - Sustainability has become a
Business Reality. From governments to consumers
who demand and expect assurance, transparency The introduction of Good Origin® coffees in the U.S. builds
and traceability. We empower and facilitate pro- on our winning European formula and helps us incorporate
ducers with knowledge about professional farming sustainability as a viable part of our business strategy. Tak-
techniques and with knowledge about how to take ing a comprehensive approach to sustainability through
care of the people and environment involved. our partnership with UTZ CERTIFIED Good Inside™ provides
consumers with great-tasting coffee that they know has
• Credibility - Our Code of Conduct is based on inter-
been produced responsibly – by balancing people, planet
nationally recognized IL0 and GlobalGap criteria.
and profit. UTZ CERTIFIED certification assures that:
Our goal is to enable our customers to serve sus-
• Workers and their families have access to healthcare, clean
tainable sourced products by committing to these
water and decent housing
certification principles and making credible claims.
• Children have access to schooling
• Added value - For brands: consumers buy a product • Fertilizers and agrochemicals are used minimally and
because they like the brand, taste, price and quality. controlled
UTZ CERTIFIED assures that a brand takes its respon- • Workers are trained and their labour rights are protected
sibility in sustainable sourcing. UTZ enables brands • The use of water and energy is minimised UTZ CERTIFIED UTZ CERTIFIED
You can enjoy the quality of your coffee in the broadest Foundation Head office North America
to communicate to consumers: “we are Good Inside™ Prins Hendrikkade 25 9 Red Barn Road
and our coffee is too!” For producers: the added sense: Sara Lee delivers the quality products you expect and 1012 TM Amsterdam Pembroke, MA 02359
Good Inside assures sustainable practices in origin. THE NETHERLANDS USA
value comes from better coffee quality, higher pro- Tel: + 31 20 530 6390 Tel: + 1 781 752 5729
Greg Immell
ductivity, better (cost) efficiency and a premium that Sara Lee Foodservice
info@utzcertified.org graham.mitchell@utzcertified.org
reflects buyers’ recognition of their certified product. www.utzcertified.org

2. Today’s consumers are well-informed The UTZ CERTIFIED program and code Unique to UTZ CERTIFIED is a
In the early days of Peets, it was enough for us to pay top
and demanding. Good Coffee means contain economic, social and environ- Trace & Tell system. Consum-
prices for top coffees. And we still believe this is the single
good taste and more. It means consum- mental criteria and keep a strong balance between ers can read the story behind
most effective thing we can do in aid of our partners in pro-
ers want their coffee to be grown and sourced these elements. Our approach toward sustainability their coffee, connecting them ducing countries. However, much has changed in the world
responsibly with care for sustainability’s 4 Ps: peo- is holistic and strives to create a balance between with the farmers who pro- since then, and a whole industry has emerged to certify,
ple, planet and the economic growth of producer all four well-known pillars: people, planet and pro- duced it with care, responsi- verify, and audit claims of responsibility and stewardship.
profit. ducer profit. bility and professionalism.
In the face of this new world, where the public wants the pri-
Good Taste, People, Planet & Profit: Traceability: the journey vate sector to assure them of supply chain integrity, we are
Right Quality, the UTZ CERTIFIED Good Inside™ way! from bean to cup and back ever more grateful of farms like Elkhill, or our Brazilian farm
suppliers (all UTZ CERTIFIED) for their commitment to such
Better Businessmen UTZ CERTIFIED Good This method allows UTZ high standards. We thank those farms for providing us with
Inside™ regards sustain- CERTIFIED coffee beans premium coffees and we thank UTZ CERTIFIED for acknowl-
Consumers’ demand for as- ability as “good trade” by to be tracked through edging this work and giving these farms a mechanism to
surance, transparency, and addressing responsible the entire supply chain, publicly distinguish themselves.
traceability means they are sourcing, developing providing a transparen- Shirin Moayyad
Peet’s Coffee & Tea
looking for their brand’s commitment to delivering qualities and yields, and cy and traceability that
not only excellent products but also assurance that providing traceability is unique in the coffee
they are produced in a responsible and sustainable and transparency to market. For buyers, this can serve as an important
way. show that a better price is paid for a socially and tool for food safety policy.
environmentally better product. Of utmost impor-
tance for buyers in competitive markets, UTZ CERTI- To demonstrate this unique Trace & Tell system, visit
FIED makes this possible in an independent, cred- www.utzcertified.org/yourbrand.
ible and market oriented way.
With increasingly available quantities certified in Sustainability is a business reality.
Africa and Asia (in addition to Latin America), UTZ
Professional Partners is the only truly global coffee certification program. Customers all over the world
in Sustainability Process This enables roasters, brands and retailers to source are already drinking sustain-
their entire range responsibly and to find all the able coffee. Some of the
Commitment to the UTZ CERTIFIED Good Inside™ proud providers of UTZ CER-
program means committing to a healthier and bet- coffees they need to compose their blends. About Sustainability
TIFIED coffee include Ahold,
ter balanced commodity trade. A trade that: The world’s sustainability chal- Coca Cola Japan, Coop Nor-
• provides credible and lenges are huge and diverse: way, Delhaize, ICA Norway
independent assurance of addressing poverty, poor envi- and Sweden, ICS Autobar, IKEA, Joh. Johannson,
responsible production and ronmental practices, assurance Friele, Kesko, McDonald’s, Nordquist, Löfbergs
sourcing; of supply chain security, to name Lila, Paulig, Sara Lee Foodservice, Peet’s Coffee &
but a few. These challenges are Tea, Humaniterra, UCC, Migros and many more. We
• enables farmers to become
too big to expect any single actor are eager to discuss your choice for sustainability!
better businessmen; Keeping the environment in sustainable conditions is one of – consumers, producers, brands,
• facilitates brands to demon- the lessons we have learned by meeting the requirements NGOs – to address them entirely on their own. We
strate their commitment to sustainability; of UTZ CERTIFIED. In this way we achieve a better care of
We invite you to partner with UTZ CERTIFIED
are convinced that together, through certification Good Inside™ on the journey.
• demonstrates consumers that sustainable prac- ourselves and of all kinds of species. Our organization now
programs like UTZ CERTIFIED and others, we will
has the vision to keep on making continuous improvements
tices have been followed through the entire supply go a long way towards lifting whole sectors to a
to achieve the total success.
chain, from the farmer, to the trader, higher level, as we all share a common
Juan Carlos Toledo Salmerón
roaster, retailer and ultimately to Acatenango Fedecocagua vision to achieve sustain-
their cup of coffee. ability.