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

Julius Meinl's Generations Programme in India

In a significant move towards supporting sustainable coffee production, Julius Meinl, a premium coffee roaster based in Vienna, has announced the launch of its Generations Programme in India, in partnership with FAIRTRADE Austria and the Fairtrade Network of Asia Pacific Producers. This initiative is set to run from October 2025 to 2028 and aims to empower young coffee producers in the coffee-growing regions of Kerala and Karnataka.

The Generations Programme is not a new concept for Julius Meinl; it builds on previous initiatives launched first in Colombia in 2018 and expanded into Uganda in 2023. According to Marcel Löffler, CEO of Julius Meinl Coffee Group, the program is founded on the value of intergenerational dialogue. He believes that merging the wisdom of experienced farmers with the innovative ideas of younger producers can help shape the future of coffee farming.

Focus on Youth and Sustainability

The core of this initiative revolves around empowering the next generation of coffee producers. The program will provide approximately 200 smallholder farmers, with a specific focus on youth leaders and women, opportunities to partake in advanced technical training. These sessions, developed in collaboration with the Central Coffee Research Institute (CCRI) in India, will cover essential topics such as climate change adaptation, biodiversity, and sustainable agricultural practices.

Alongside technical training, the farmers will also receive education on enhancing their marketing capabilities and integrating digital tools into their farming practices, which are vital for modern agricultural businesses. Moreover, the initiative encourages income diversification by offering professional guidance on potential revenue streams, such as creating baked goods from coffee cherry husks. By introducing these innovative practices, the program seeks to open new sales channels and cultivate economic resilience among farming families.

Leadership Development and Climate Resilience

A critical aspect of the program is the leadership training aimed at nurturing young cooperative members. This education is designed to empower these individuals to assume vital roles within their communities and expand their networks. Additionally, to combat the ongoing climate crisis, FAIRTRADE cooperatives will be supplied with seedlings of new coffee varieties. These younger plants are more resilient and better equipped to withstand the stresses of climate change, ensuring the sustainability of coffee farming in the long term.

Hartwig Kirner, CEO of FAIRTRADE Austria, emphasized the importance of this collaboration, stating the collective effort aims to strengthen farming communities while investing in the next wave of coffee producers. This partnership highlights the shared commitment to not only fostering a profitable coffee industry but also ensuring that it is sustainable and adaptable to future challenges.

Long-term Impact and Goals

Julius Meinl's Generations Programme is an integral component of the company's overarching sustainability journey, complementing their Responsibly Selected Coffee Initiative (RSCI). While the RSCI encompasses the entire supply chain, the Generations Programme hones in on farming communities specifically, aiming to promote long-lasting growth and innovative practices that benefit future generations.

With over 160 years of experience in sourcing, blending, and roasting coffee, Julius Meinl's initiatives have a substantial reach. Their products are available in over 50,000 hospitality venues worldwide, and their commitment to quality remains unwavering since their founding in 1862.

As coffee consumption continues to grow globally, programs like this emphasize the need for sustainable practices that empower communities. By recognizing the critical role of youth in coffee farming, Julius Meinl is not only addressing immediate challenges but also laying the groundwork for a robust and sustainable future in coffee production.