100% good coffee from Löfbergs

The interest for organic and sustainability labelled products has exploded over the last year. Now, it will be even easier for Swedish consumers to choose sustainable goods from the coffee shelf as well. As from September, Löfbergs delivers 100% good coffee to grocery stores.

- For us as well as many others, it is important that the coffee both tastes and does good. We have now made life a bit easier for all consumers. If you buy Löfbergs, you buy sustainable coffee - it does not have to be harder than that, says Lars Appelqvist, CEO at Löfbergs.

- Naturally, this is a milestone in our sustainability work. We have been working day and night to increase supply and demand for organic, Fairtrade and sustainability labelled coffee, without compromise with quality and flavour, says Lars Appelqvist.

- We have gotten very positive response. The stores say that this can help them meet the great demand for organic and sustainable products, and at a recent seminar the Consumer Cooperative Society applauded our work.

Can see the results on site
In stores, Löfbergs's coffee is labelled KRAV (organic), Fairtrade and Rainforest Alliance. The labels contribute in different ways to develop and improve the farming methods and the conditions of the coffee farmers. Löfbergs purchase all coffee directly from the producing country, and for 150 days per year, the company visits coffee farmers all over the world.

- We can see with our own eyes that the labels are working and making a difference. Coffee farmers can convert their production and increase volumes and incomes so that they can build a new house or give their children a good education, says Lars Appelqvist.

Forerunner in the sustainability area
Löfbergs has in many ways been a forerunner in the sustainability area over the years. In 1993, the company was the first one in Sweden to stop using aluminium in coffee packages - the whole business soon followed. In 1995, Löfbergs imported the first container with organic coffee to Sweden, and a couple of years later, the company paved the way for Fairtrade labelled coffee. Today, Löfbergs is one of the world's largest importers of organic and Fairtrade labelled coffee.

- Our sustainability work has at many times been about following our gut for what is right. Fortunately enough, it has given us business advantages over the years, says Lars Appelqvist.

Responsibility from bean to cup
Löfbergs's sustainability work is not just about certified coffee. The work covers the entire value chain, from bean to cup. Decrease the use of materials, lower energy usage and 100% renewable energy are some goals that will strengthen Löfbergs's position as Sweden's most sustainable coffee.

For more information:
Lars Appelqvist, CEO, Löfbergs, telephone: +46 (0)54-14 01 29, lars.appelqvist@lofbergs.se

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Certifications
A certification means that the coffee is farmed in line with special criteria that contribute to a sustainable development for both people and the environment.

• KRAV An organic label that shows that the coffee is farmed without chemical pesticides and artificial fertilizers.
• Fairtrade A label with focus on human rights that guarantees a minimum price and a premium for the coffee farmer.
• Rainforest Alliance A sustainability label with focus on biodiversity as well as the livelihoods and conditions of the farmers.

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Milestones in Löfbergs's sustainability work

• 1993: Löfbergs is the first company in Sweden to stop using aluminium in coffee packages - soon the whole business follows.
• 1995: Löfbergs imports the first container with organic coffee to Sweden.
• 2000: Löfbergs is the first company in Sweden with Fairtrade labelled coffee among the big coffee companies.
• March 2014: Löfbergs's assortment for hotels, restaurants and cafés is certified.
• September 2014: Löfbergs's assortment for grocery stores is certified.