June 10th 2015
By 2020, the ELSA-Mifroma Group will use only coffee certified UTZ and Max Havelaar Fairtrade. The decision follows on the trail of the process already underway for cocoa (read our article). So, how far along are we this year?
In 2014, about 8.4% of our coffee was labelled UTZ or Fairtrade. Our goal in 2015 is to boost that percentage considerably – aiming for a total of 87% by the end of the year! Specifically, this means all our products containing coffee and/or cocoa will be UTZ certified and some of them will also be labelled Max Havalaar Fairtrade.
We are also increasing sustainability among key products like M-Classic Mocca yogurts. This rise has a direct impact on the proportion of sustainable products among our revenue-generators.
Along with the increased numbers of products labelled Migros TerraSuisse, this development will effectively double the revenue of our labelled products.