HAMBURG, Germany – The German Coffee Association has been named ‘Association of the Year 2024’ by the DGVM (German Association for Association Management) in recognition of its exceptional contributions to sustainability. This marks the third time the association has received this prestigious award, following previous wins in 2014 and 2018.
Leader in coffee sustainability initiatives
The jury was particularly impressed by the German Coffee Association’s innovative approaches and strategic efforts in promoting sustainability within the coffee industry. The association was honored for establishing cutting-edge services and tools designed to help its members comply with regulations such as the Supply Chain Duty of Care Act and the EU Regulation on Deforestation-Free Products (EUDR).
These efforts include resources like the EUDR Coffee tools on the website www.eudr-coffee.eu, EAR4U www.ear4u.org, and joint risk assessments, which are vital in advancing sustainability in the coffee sector.
The association’s extensive programs, including the International Conference on Sustainable Coffee, the Deforestation-Free Coffee Forum, and the Sustainable Packaging Working Group, were highlighted for their high levels of industry participation and impact. Additionally, the association’s proactive dialogue with politicians and sustainability projects in coffee-producing countries further solidified its leadership in this area.
Commitment towards a sustainable coffee future
Holger Preibisch, CEO of the German Coffee Association since 2006, emphasized the coffee industry’s dedication to sustainability at every stage of production, from cultivation to packaging.” All of our members have one goal: to make the future even more sustainable. This is neither easy nor straightforward, which is why we are delighted to be honored as ‘Association of the Year’ in the Sustainability category.
It’s fun and a pleasure to represent such a committed industry and to be recognized as an association for our commitment,” says Preibisch, who previously received the ‘Association of the Year’ award in the “Reform and Management” category in 2018 and the “Representation of Interests and Communication” category in 2014.
Award-winning work
Preibisch: “The German Coffee Association’s recognition as ‘Association of the Year’ for sustainability is a testament to the professionalism and effectiveness of our efforts. We have seen a significant increase in membership, nearly tripling since 2011, with around 380 members today. Some of them have joined specifically to take advantage of our sustainability services. This growth reflects the value members place on the association’s sustainability initiatives, making it the largest national coffee association in Europe and a key voice in one of Germany’s most important economic sectors.”
Coffee is a victim and driver of climate change
On the one hand, coffee, like any agronomic product, also contributes to climate change. On the other hand, coffee cultivation in some parts of the world is threatened by climate change. Coffee is therefore both a victim and a driver of climate change. “Because it is affected by climate change, the coffee industry is aligning its actions with the standards of sustainability,” says Preibisch.
The German Coffee Association has a longstanding commitment to sustainability. For over 25 years, Fairtrade has been an active member of the association. More than 20 years ago, in collaboration with the German Government´s Implementing Agency for Technical Development and Cooparation (GTZ), the association launched the ‘4C’ coffee sustainability standard (“Common Code for the Coffee Community”), which now governs the cultivation of 18 percent of the world’s coffee.
The association’s “Environmental issues” committee has been meeting regularly for more than 15 years, and already a decade ago, it developed educational materials on “Climate Change, Global Trade, and Sustainability” specifically for secondary schools and vocational colleges. “Sustainability is integral to both coffee production and our association’s work. That’s why we’re so thrilled to be recognized as ‘Association of the Year’ in the sustainability category,” says Preibisch.
About the German Coffee Association
For more than 50 years, the German Coffee Association (Deutscher Kaffeeverband e.V.) has been the interest group for companies and organizations that trade, process, or otherwise manage coffee in Germany.
It represents around 380 companies along the entire coffee value chain – including sustainability organizations, coffee traders and brokers, coffee roasters, manufacturers of soluble coffee, decaffeinated coffee and roasting machine manufacturers, logistics companies, and laboratories. In 2014, 2018, and 2024, the German Coffee Association was honored as “Association of the Year” by the German Association for Association Management (DGVM).
About the DGVM Innovation Award
The DGVM Innovation Award ‘Association of the Year’ has been presented to associations for outstanding achievements in association management since 1997. It recognizes innovative and high-quality association management in the interests of the members, the respective sector, the industry, and the public. The award stands for services that clearly stand out from the average and can serve as an example for organisations to break new ground.
About coffee in Germany
– Germans drink an average of 164 litres of coffee per capita per year (as of 2023).
– Germany is the world champion in the export of coffee products.
– After the USA, Germany is the world’s largest importer of green coffee.
