In celebration of this year’s edition of International Coffee Day on October 1, the Italian premium coffee brand illycaffè has launched “Mind the Coffee Cup – An In-Depth Analysis of Coffee’s Future,” a project designed to promote collaborative efforts to address the challenges posed by climate change.
Coffee is not merely a beverage; it is a ritual woven into the daily lives of millions. Over three billion cups are consumed daily, with the coffee industry supporting 25 million farming families. Yet, this essential resource is increasingly threatened by climate change, which jeopardizes production globally through rising temperatures, shifting precipitation patterns, and the spread of plant diseases.
To combat these challenges, illycaffè has long advocated for regenerative agriculture—an approach encompassing practices aimed at reducing environmental impact, revitalizing soil fertility, and enhancing biodiversity while ensuring a sustainable income for producers. This commitment is embodied in the “Arabica Selection Brasile Cerrado Mineiro,” the first coffee to be produced entirely through certified regenerative agriculture.
Beginning today, illycaffè will engage in discussions on regenerative agriculture as part of the “Mind the Coffee Cup” initiative in cities around the globe through both physical and digital channels. In addition to Italy, illycaffè will collaborate with partners in France, Germany, the Netherlands, the United Kingdom, and the United States. A special tasting event in Seoul will showcase four exclusive recipes featuring Arabica Selection Brasile Cerrado Mineiro, highlighting various stages of the coffee plant’s life cycle. Educational content on regenerative agriculture will be made available across social media such as YouTube, Meta, and TikTok.
“To safeguard coffee cultivation, it is vital to support farming communities in adopting sustainable practices and investing in research,” said Cristina Scocchia, CEO of illycaffè. “We are leveraging International Coffee Day to elevate the Mind the Coffee Cup campaign and raise consumer awareness about the necessity for sustainable agronomic and social models. Only in this way can we continue to enjoy this remarkable beverage while preserving its cultural significance.”
International Coffee Day was established in 2015 by the International Coffee Organization to strengthen connections between coffee-producing and consuming nations and to highlight the importance of collaboration. The Arabica Selection Brasile Cerrado Mineiro is a testament to the enduring relationship illycaffè has fostered with producers and the Cerrado Mineiro Producers Federation, united by the pressing need to address climate change. Through this partnership, the best techniques for ecosystem adaptation, mitigation, and regeneration have been identified and implemented, paving the way for more sustainable agricultural practices.
