Idle thoughts 1/2


What does ‘beyond sustainability’ look like? I might just have found out


I’m excited right now. I’ve been grappling with this whole ‘sustainable business’ concept for years now, desperately trying to define what it means to be so in the 21st century. I’ve always said that a truly sustainable business, in the truest sense of the word, doesn’t yet exist. Yes, many companies are trying to be more responsible by reducing impacts. Yes, some companies are bringing new products to fruition that tap into the low-carbon agenda. Yes, companies are committed to treating their stakehold- ers well, paying fair prices and leaving a minimal footprint on the planet. And yes, there are lots of exciting initiatives going on right now – many of which you can read about in these pages. But every so often I stumble across a business that hits me between the eyes, makes me want to sit up and listen, and makes me question what it is we are trying to promote as best practice in this space. And that’s why I’m excited. Cafédirect is a company that is the closest yet to meeting the true definition of ‘sustainable’ in my mind. Established 21 years ago as a social enterprise, it was the first hot drinks company to use the Fairtrade label in 1994. No doubt it has


used this branding to punch well above its weight in a competitive marketplace, but it is its desire to look beyond the label that is truly innovative.


Rather than rely on third party traders to get its tea and coffee, it sources its products directly from the local communities on the ground. Through a unique supply chain programme called AdapCC, it gets to know these growing communities to find out what challenges they have and what risks they are exposed to – and there are many, not least the ravages of a changing climate playing havoc with the tea or coffee growing process. And they fund climate change adaptation activity to take place within these communities.


But this is not just risk analysis for Cafédirect. This is not about finding out which of its suppliers are most vulnerable in a bid to go in search of more ‘sustainable’ growers that are located in less affected parts of the world.


This is not about protecting profits for shareholders.


This is about going beyond sustainability – protecting your supply chain for the good of the planet, for the good of the community, for the good of the

Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47