The share of green coffee purchased under a recognized sustainability standard by some of the industry’s largest roasters and retailers fell in 2025, marking the first decline after several years of growth. According to the Global Coffee Platform’s (GCP) latest annual report, approximately 69% of coffee bought by 14 major companies met a baseline sustainability standard, down from 75% in the previous year.
The total volume of coffee identified as sustainable decreased by 8.9% to 1.58 million metric tons in 2025, while total reported purchases remained relatively stable at 2.29 million metric tons. The GCP report noted that the overall decline was “largely influenced by a shift in sourcing practices by one major company.” Data shows that JDE Peet’s, one of the largest buyers, significantly reduced its purchases meeting GCP-recognized standards, moving from a certification-focused approach to an internal risk-based due diligence model which it reports separately.
Further analysis reveals that the drop was concentrated in volumes sourced through in-house or second-party verification programs, which fell by 26%. In contrast, purchases made through established third-party certification schemes like Rainforest Alliance, Fairtrade, or 4C held steady. The report also highlighted a narrowing of geographic diversity, with Brazil and Vietnam accounting for 61% of all reported sustainable volume from 30 origins, down from 34 origins in 2024. These findings arrive as the industry continues to debate how to measure the real-world impact of sustainability programs on farmer livelihoods.