What is the aim of the 4C Association?
The aim of the 4C Association is to ensure that all the coffee that is not traded in the certified sustainability niche also complies with – at least- minimum sustainability standards. This means that the 4C Association works to promote baseline sustainability in the mainstream or large-scale coffee sector. This is especially important because it is estimated that mainstream coffee accounts for as much as 85 to 90% of all coffee consumed globally. By gradually introducing the 4C Code of Conduct throughout the entire mainstream coffee sector, the Association aims to achieve large-scale improvements in environmental, social and economic sustainability. It is building up and strengthening its local networks around the world to ensure it can reach the majority of smallscale coffee farmers. Through the 4C Support Services Department, it helps them to achieve the required baseline standards.
