FOUR GOALS. ONE QUESTION. #FightCoffeeWaste

Sustainable?

A word beside a brand name is not enough. Here is why we believe in the sustainability potential of our cascara project — and which questions remain open.

SDG 8

Decent work and economic growth

The original idea was to create a market for cascara that could contribute to the economy of coffee-growing areas in Ethiopia.

Why we see potential

We believe that giving the skin and pulp a value could open up an additional source of income for coffee growers. The aim of direct relationships is to recognise the value of their work beyond the bean itself.

What still needs evidence

A new market does not guarantee decent work. Pay, working conditions, additional costs and the value actually retained by producers need to be checked.

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SDG 12

Responsible consumption and production

In the original project, using cascara meant reducing food waste and moving towards more circular production.

Why we see potential

Our reasoning starts with a resource already present in the harvest: using more of the fruit instead of treating only the bean as useful. We see this as a tangible opportunity to create value.

What still needs evidence

Pulp is not necessarily waste: it may have other uses. Those alternatives, along with water, energy, drying, transport and packaging, must be considered. Using a raw material does not automatically make the whole product sustainable.

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SDG 13

Climate action

The original website linked the recovery of cascara to less pollution and action on climate change.

Why we see potential

For us, considering a food use for an otherwise unused part of the harvest is also a reason to examine climate impacts. The benefit we seek is avoiding waste without shifting its environmental cost elsewhere.

What still needs evidence

We do not have a climate assessment for the project. Drying, processing and transport have impacts to compare with what would otherwise happen to the cascara. We cannot claim CO₂ savings today.

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SDG 15

Life on land

The original idea linked better management of cascara residues to the protection of terrestrial ecosystems.

Why we see potential

We believe that using cascara makes sense when it is part of a more considerate relationship with its place of origin. We want to consider residue management alongside soil health and local ecological conditions.

What still needs evidence

Recovering pulp does not itself demonstrate a biodiversity benefit. Existing uses, potential nutrient return to the soil and farming practices need to be examined. These effects have not yet been measured .

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A word that sells. A question that remains.

It can seem as though every company, large or small, has added “sustainable” beside its brand. That is a provocation, not a census: the word has become a highly recognisable commercial promise.

In our view, it is also used because it reassures people and can help sell. Definitions and sustainability criteria do exist. What often remains unclear is what a brand actually means, which alternatives it compares itself with and what evidence it has.

The same applies to us. We have explained why we believe in this idea and where we still lack data. The question remains open: Sustainable?

DIANAE

So, once again: sustainable?

Do you think our idea is sustainable?