On October 1st, International Coffee Day sparked an important conversation in the heart of the coffee industry. At a panel discussion organised by AIC and the Coffee Board of India, Vikas Jain, Founder and CEO of Acviss, joined a diverse group of industry leaders, technologists, farmers, and regulators to dive into the future of coffee production and trade.
The Need for Accountability
With climate change and deforestation becoming more pressing issues, the panel turned its focus to the European Union Deforestation Regulation (EUDR) and its implications for the coffee sector. Jain made a compelling case for the need to provide transparency in coffee sourcing. “As traceability becomes a legal necessity, coffee businesses have to step up,” he remarked, urging brands to implement technologies that give clear, verifiable insights into where their beans are coming from.
The EUDR aims to mitigate global deforestation by requiring companies to prove that their products are not associated with forest degradation. With coffee often grown in sensitive ecological zones, this regulation has ignited an urgent demand for strong traceability systems.
Beyond the Blockchain Hype
Jain’s insights into the potential of blockchain gained wide attention. While blockchain is frequently hailed as a revolutionary solution, he cautioned against treating it as the silver bullet for traceability. “Blockchain is not the Holy Grail for traceability,” he pointed out, highlighting that it must be integrated with complementary technologies to create a truly effective system.
Combining blockchain with AI-driven non-cloneable labels meets the demands of regulations like the EUDR while enhancing their sustainability practices. Jain emphasized that this approach is vital for small-scale farmers, who represent over 80% of coffee production. They can leverage these tools to access foreign markets without falling prey to exploitation.
Trust Through Transparency
Today’s consumers are smart; they demand ethically sourced, environmentally friendly products, making traceability essential for brand trust. Jain underscored this point, explaining how Acviss’s solutions cater to this need. “Consumers are asking tougher questions about where their coffee comes from,” he said, underscoring Acviss’s commitment to using technology to provide answers.
Acviss’s blockchain-based track-and-trace solutions offer a clear picture of a coffee bean’s journey from farm to cup. This level of transparency doesn’t just assure consumers; it empowers brands to verify their products effectively. Jain stated that many in the agriculture sector remain in the dark about the capabilities of these traceability technologies.
Empowering Farmers Against Fraud
The conversation also touched on the challenges faced by coffee farmers, particularly concerning counterfeiting. Jain shared success stories from Acviss’s implementation of its traceability solution for more than 4,000 coffee farmers in Karnataka. This initiative equips farmers with real-time data, enabling them to make informed decisions and improve their production and income.
Acviss’s patented non-cloneable security labels are another critical innovation, designed to combat counterfeit coffee products. These AI-integrated labels allow consumers to verify authenticity using their smartphones, an essential feature for premium brands where integrity is non-negotiable.
A Call for Collaboration
Throughout the panel discussion, Jain emphasized the importance of collaboration across the coffee supply chain. “This is not an individual game,” he noted. “The coffee industry is facing increasing scrutiny from both consumers and regulators. We need a collective approach to technology to drive sustainable change.”
The coffee industry is navigating the dual challenges of regulatory compliance and rising consumer expectations and Jain’s perspective is clear: technology is more than a compliance tool; it’s a transformative force. So the next time you savour your cup of coffee, consider the journey those beans have taken and the innovative steps being made to ensure their traceability.