Coffee is one of the world's most beloved beverages, but traditional farming takes a toll on the environment, depleting soil and biodiversity. While many eco-labels focus on fair working conditions and reducing harm, the need to rebuild soil health is growing. To mark International Coffee Day on October 1, Strawberry and Löfbergs are joining forces, making it the first hotel group in Europe to introduce a new triple certification for coffee beans.
Since 2014, Strawberry has required double-certified coffee (organic and Fairtrade) to reduce pesticide use and secure fair trade terms for coffee growers. By now introducing ROC® certification, the partnership takes the next step toward regenerative agriculture — farming methods that actively improve soil health, increase biodiversity, and support decent living wages throughout the supply chain.
"For sustainability efforts to make a real difference, we need to take responsibility where our impact is greatest. At Strawberry, we purchase large volumes of coffee from countries including Honduras and Peru, and through our long-standing partnership with Löfbergs, we're now taking a decisive step forward. The fact that our coffee from Honduras is now ROC®-certified shows that change is possible, and by simultaneously launching a joint project in Peru, we're helping even more farmers transition to regenerative agriculture. It's a great example of how we build long-term relationships and improve conditions throughout the supply chain," says Ingrid Håvik, Head of Responsible Procurement at Strawberry.
Strawberry and Löfbergs Launch Joint Project in Peru
Today's coffee farms face several challenges, including rising temperatures that make the soil harder to cultivate. To address this, Strawberry and Löfbergs are launching a joint project with the Peruvian coffee cooperative La Prosperidad de Chirinos, which supplies over half of the hotel group's coffee beans.
The project aims to finance the expansion and mechanization of fertilizer production at the La Prosperidad de Chirinos coffee cooperative, providing coffee farmers with access to high-quality organic fertilizer. This reduces costs for members and enables more of them to take the step toward ROC® certification. The project is helping hundreds of coffee farmers in the region transition to regenerative agriculture, which, according to the coffee cooperative’s pilot cultivation, is expected to increase yields by 10–15 percent.
"At Löfbergs, sustainability is often about driving change together with our customers. ROC® is an important step in our work, and through our partnership with Strawberry, we can now bring this certification to more consumers across Europe. At the same time, the project in Peru is a concrete example of how we invest in solutions that strengthen both the future of coffee and the opportunities available to coffee farmers," says Kajsa-Lisa Ljudén, Head of Sustainability at Löfbergs.
The new triple-certified coffee beans — ROC®, organic, and Fairtrade labeled — will be rolled out at Strawberry's chain hotels across the Nordics throughout the autumn.
What does the Regenerative Organic Certified® certification mean?
- Requires that the coffee is already organic, but also sets strict requirements for regenerative farming methods.
- Requires concrete measures such as cover crops, composting, and reduced tillage to increase the soil's carbon storage, strengthen biodiversity, and secure stable harvests.
- Works to ensure fair working conditions and that growers achieve an actual living wage.
- Requires that the buyer is audited by ROC® and reports on long-term business relationships and fair compensation to the cooperatives.
