Julius Meinl and Fairtrade Launch Program to Empower Youth in Indian Coffee Production

Empowering the Next Generation in Coffee Production

In a significant initiative, Julius Meinl, the renowned premium coffee roaster based in Vienna, has joined forces with Fairtrade Austria and the Fairtrade Network of Asia Pacific Producers to launch the "Generations Programme" in India. This program, titled "Empowering Youth in Coffee Production," aims to support young people in the coffee-growing regions of Kerala and Karnataka. Running from October 2025 to 2028, it marks an important expansion of Julius Meinl's commitments, which originally began in Colombia in 2018 and have since broadened to Uganda in 2023.

A Commitment to Intergenerational Dialogue

Marcel Löffler, CEO of Julius Meinl Coffee Group, emphasized the importance of fostering dialogue between generations. He believes that by sharing the wisdom of experienced farmers, young coffee producers will gain new opportunities to shape the future of coffee production through innovation and fresh ideas.

The project, in collaboration with the Central Coffee Research Institute (CCRI) – part of the Coffee Board of India – will offer advanced training and workshops to smallholder families engaged in coffee farming. These sessions will focus on crucial areas such as climate change adaptation, biodiversity, and agro-climatic practices specific to coffee-growing regions.

Training Programs for Sustainability

Approximately 200 small farmers, including young leaders and women, are expected to participate in the upcoming training sessions. The curriculum will include enhancements in marketing skills and support for integrating digital tools into their farming and business practices. Farmers will also receive expert advice on diversifying their income sources, such as developing value-added products from coffee cherry pulp. Collectively, these initiatives aim to drive innovation, uncover new market channels, and strengthen long-term economic resilience.

Developing Leadership Skills and Climate Resilience

Young cooperative members will benefit from targeted leadership training, preparing them for key roles and stronger networks within their communities. To ensure the sustainability of coffee cultivation and mitigate the effects of climate change, Fairtrade cooperatives will receive seedlings for new coffee plants to replace aging or diseased ones. These improved varieties are more resilient and better equipped to deal with climate stresses.

Focused on Community Impact

The "Generations Programme" signifies a key component of Julius Meinl's broader sustainability efforts. It complements the Responsible Selected Coffee Initiative (RSCI), which ensures that sustainability criteria are integrated into the company’s procurement of raw coffee. While RSCI addresses the entire supply chain, the "Generations Programme" directly engages with farming communities to bolster resilience, spur innovation, and create opportunities for the next generation of coffee farmers.

Hartwig Kirner, CEO of Fairtrade Austria, remarked on the long-standing partnership with Julius Meinl, highlighting their commitment to strengthening coffee farming communities. He noted that this new project in India is a natural progression of their collaboration, wherein farmers are supported with resilient coffee plants while receiving training and leadership development for the upcoming generations.

Conclusion

The empowerment of young individuals in the coffee production sector is critical for achieving sustainable and profitable coffee cultivation. Julius Meinl's commitment to fostering leadership and environmental resilience within this community is a promising step towards a sustainable future for coffee in India.

Since its establishment in 1862, Julius Meinl has been one of the world’s oldest and most distinguished coffee roasters, maintaining a dedication to quality for five generations. With over 160 years of expertise in sourcing, blending, and roasting, their products are celebrated in more than 50,000 hotels, coffeehouses, and restaurants across 70 countries, alongside a growing presence in retail stores.