#India #Fairtrade #Julius Meinl #Coffee Production #Kerala and Karnataka

Julius Meinl's Generations Programme Launches in India

In a groundbreaking move, the renowned Vienna-based coffee roaster Julius Meinl, in collaboration with FAIRTRADE Austria and the Fairtrade Network of Asia Pacific Producers, has rolled out the “Empowering Youth in Coffee Production” project. This initiative targets youth in the coffee-rich regions of Kerala and Karnataka, India, aiming to foster the next generation of coffee producers.

A Focus on Youth Empowerment

Scheduled to operate from October 2025 to 2028, this program seeks to extend the efforts of Julius Meinl's Generations Programme, which was originally launched in Colombia in 2018 and later expanded to Uganda in 2023. The primary goal is to facilitate intergenerational dialogue between seasoned farmers and young innovators, enabling fresh ideas to flourish in coffee production.

As stated by Marcel Löffler, CEO of Julius Meinl Coffee Group, “We believe in intergenerational dialogue, ensuring farmers' wisdom is passed down while opening doors for the young generation to influence the coffee industry.” This initiative places significant emphasis on building innovative farming skills among young coffee producers.

Training Programs for Sustainably Driven Practices

The project involves a comprehensive training program, developed in partnership with the Central Coffee Research Institute (CCRI), the research arm of the Coffee Board of India. This training will benefit smallholder coffee-farming families, providing advanced technical knowledge on crucial topics such as climate change adaptation, biodiversity, and sustainable agro-climatic practices. Approximately 200 smallholder farmers, focusing particularly on youth and women, will partake in these workshops.

In addition to agricultural skills, the curriculum will also cover digital tool integration and marketing strategies to aid farmers in expanding their business capabilities. Practical guidance will be provided on diversifying income streams, including promoting baked goods made from coffee cherry husks. This multifaceted approach not only seeks to drive innovation but also aims to enhance long-term economic resilience for farming families.

Developing Leadership Skills and Enhancing Climate Resilience

The leadership component of the program focuses on equipping young members of farming cooperatives with essential skills to take on pivotal roles within their communities. Moreover, to counter the threats posed by climate change, FAIRTRADE-cooperatives will receive seedlings for younger coffee varieties. These resilient plants will replace older, unproductive trees and are specifically cultivated to withstand climatic fluctuations, ensuring sustainability in coffee production.

A Sustainable Future Through Community Investment

Julius Meinl's Generations Programme aligns with the company's commitment to sustainability as part of its Responsibly Selected Coffee Initiative (RSCI). While RSCI emphasizes sustainability across supply chains, the Generations Programme targets investment directly into farming communities, fostering resilience and innovation.

Hartwig Kirner, CEO of FAIRTRADE Austria, remarked, “The collaboration with Julius Meinl has always been about strengthening coffee farming communities. This new project emphasizes that commitment, focusing on resilience and investing in youth through training and leadership development.”

This initiative not only promotes sustainability but also recognizes the critical role that empowering young individuals plays in ensuring profitable future coffee production.

In summary, Julius Meinl’s Generations Programme, in partnership with FAIRTRADE, is set to create lasting change in the coffee-producing regions of India by investing in future generations. As the program unfolds over the coming years, it promises to equip youth with the skills and knowledge needed to thrive and innovate in the coffee industry, reinforcing the vital link between sustainable practices and community empowerment.