Coffee Sector Giants Unite to Map Deforestation Risks with Satellite Tech — JDE Peet's N.V.

Event summary

JDE Peet’s, now part of Keurig Dr Pepper, launched the Coffee Canopy Partnership with seven other coffee sector leaders to map global coffee production and identify deforestation risks.
The initiative will use Airbus’s satellite technology to map 1.2 million square kilometers of coffee landscapes in East Africa, with plans to expand globally by 2027.
The partnership aims to create openly accessible maps to correct misclassifications of coffee agroforestry systems as forest, supporting landscape restoration and protecting farmer livelihoods.
The pilot phase is supported by the UK FCDO and endorsed by the UN FAO, with deliveries beginning in April 2026 and completion by June 2026.

The big picture

The Coffee Canopy Partnership represents a significant shift towards pre-competitive collaboration in the coffee sector, addressing the critical need for accurate mapping data to combat deforestation. This initiative aligns with broader industry trends towards sustainability and regulatory compliance, particularly under the EU Deforestation Regulation. By leveraging advanced satellite technology and AI, the partnership aims to create a transparent, openly accessible geospatial platform that could become a standard for sustainable coffee production.

What we're watching

Scalability: Whether the East Africa pilot can be successfully replicated across other coffee-growing regions globally by 2027.
Regulatory Compliance: How the EU Deforestation Regulation will impact the inclusion of smallholder farmers in key markets, given the new mapping data.
Industry Collaboration: The pace at which other coffee sector players will join the partnership to strengthen collective action against deforestation.