The average adult Finn goes through 27.5 pounds of coffee each year, according to the International Coffee Organization. Compare that to a measly 11 pounds per American

Demand for VSS-compliant coffee is still growing, primarily due to consumer preferences in traditional markets. Another important demand driver is the growing prevalence of buyers’ requirements for sourcing healthier and sustainably grown coffee, which can help deliver positive social and environmental outcomes.

Consumers in Germany and Finland are buying more VSS-compliant coffee, leading the way in Europe . The United States reported a 1% increase in consumption of sustainably grown coffee in 2018.

Between 20.7% and 40% of the global coffee area is certified

Five standards dominate

In 2014–2018, 4C and Fairtrade reported a decrease in the certified coffee area (-19.9% and 13.4%, respectively). In 2017–2018, 4C (-12.9%) and organic (-17.4%) noted the biggest losses.

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