Certification of coffee producers is frequently suggested as a
useful strategy for improving the position of smallholders in
the market. It started with the launch of the Fairtrade label
in 1988 and was followed by several other standards that are
promoted either by voluntary agencies and/or by private coffee companies. The label of Utz Certified has been launched in
2002 with the aim to enhance responsible coffee certification
by established private companies. In recent years, other company coffee labels were established by Starbucks (C.A.F.E.
Practices) and Nestle (AAA).
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The Common Code for the
Coffee Community (4C) provides a baseline standard for
stakeholders in the coffee sector to address sustainability issues
in production and sourcing at a pre-competitive manner