Countdown to Compliance: JDE Peet’s and the Challenge of Meeting EU Law on Deforestation-Linked Products

Coffee growers, especially those in producer countries, are facing challenges in meeting the requirements of a new European Union law that prohibits the import of products linked to deforestation. The law, which goes into effect at the end of 2024, will require importers of commodities such as coffee, cocoa, livestock, and palm to prove that their products are not contributing to deforestation or face heavy fines.

JDE Peet’s, a major coffee company, acknowledges the tight deadline for compliance with the new EU law. Despite efforts to simplify some aspects of the law, the company is still struggling to meet the requirements by the deadline. They have been working on mapping and monitoring coffee regions in several countries using satellite imagery and on-the-ground verification, but still need agreements with more countries to ensure continued imports.

Many EU member countries have called for the law to be scaled back or temporarily suspended, as they fear even farmers within the EU may have difficulty meeting all the necessary requirements. The European Commission has indicated openness to discussions with the industry to address concerns about the application of the law. In the meantime, companies like JDE Peet’s are working against the clock to ensure compliance and continuation of their operations.