Illycaffè has become a pioneer in leveraging regenerative agriculture to revolutionize the coffee industry, particularly in Brazil. By adopting regenerative practices, the company has not only regenerated its own soil and increased CO2 sequestration but has also established itself as one of the most innovative producers globally. In 2023 and 2024, Brazil’s regenerative coffee was named second only to java in the “Ernesto Illy International Coffee Award,” a recognition that underscores the company’s commitment to surpassing traditional standards in producing high-quality, sustainably grown coffee.
The journey begins with Illycaffè’s early involvement with regenerative practices. Dr. Andrea Illy, a former chemist, recognized the limitations of conventional farming methods and introduced the “Virtuous Agriculture” philosophy, focusing on reducing chemical inputs, improving soil health, and promoting intercropping. This approach has led to significant benefits, such as reduced pesticide use, more biologically diverse ecosystems, and increased water conservation. By 2018, Dr. Illy had taken a sabbatical, working on crop rotation systems and minimizing chemical fertilizers. Similarly, in 2019, Illy Jian充 getData Initiative developed 75 technical certificates and achieved B Corp certification in 2021, marking their move from extractive to regenerative agriculture.
Illycaffè’s success is evident in the quality and sustainability of their products. The company offers two main certifications: the Portuguese certification and the 19 Globedereo regenagri, a global registry verifying regenerative practice in coffee production. Their solution from Ethiopia maintains Arabica coffee by micro agronomy and covering cropping, while the University of Coffee, a universidad in Italy, offers a CR nares, providing more biologically diverse coffee ecosystems. These innovations not only ensure higher yields but also enhance soil health and reduce carbon footprint.
Moving beyond individual success, media has been increasingly highlighting the transformative role of regenerative coffee. This shift has not only fostered consumer understanding but also created new business opportunities. By introducing regenerative coffee products in retail stores and participating in B Corp, Illy continues to address consumer perception—confirming that they can taste award-winning, sustainably grown products. The 2023 “Regent Coffee Selection” offers superior coffee, embodying both quality and sustainability.
The coffee industry is reevaluating its practices, confronting industry-specific challenges. Traditional practices often prioritize purity over sustainability, leading to feedback that proposes feedback and resilience strategies. Illy’s approach, focusing on peer-to-peer_collaboration and B Corp certification, reflects the growing industry’s need for transparency and resource sharing to enhance sustainability. Recognizing that prices specify value chains, Illy collaborates with suppliers and consumers to build a foundation for true sustainability, ensuring that resources flow from producers to consumers in sustainable ways.
Across borders, the impact of regenerative agricultural practices extends beyond Brazil. With Brazil now at the forefront of global regenerative initiatives, consumers are diversified in their coffee selections, valuing sustainability more than以往. Collaborators like Nestlé and JDE Peets are creating innovative protocols to demonstrate their commitment to sustainable practices, further motivating the industry to adopt and specify their coffee.
As the industry works to scale and innovate, Globedereo regenagri is set to become a key certification marker in Europe. Media is increasingly adopting regenerative coffee as a heuristic, embodying not just coffee but sustainable practices globally. The case study of Brazil, the birth of the B Corp certification, and the broader strategy of pre-competitive sustainability highlight the potential and necessity of Globedereo regenagri to set new standards in the global coffee industry.
The revolution that Illy coins in coffee may no longer solely belong to Brazil but will belong to the coffee belt—those countries and regions with consumers, certifications, and standards. For the first time, Japanese coffee is not only part of the coffee belt but a bridge between the world and the concrete of best. Globedereo regenagri is shaping a new role for Brazil in sustainable coffee today, impacting not just Brazil’s coffee but coffee everywhere.
