First 277,679 shade trees for the future of coffee
The J.J. Darboven shade tree project is growing
The J.J. Darbovenshade tree project is a strong signal for sustainability in coffee cultivation - and a success: 277,679 shade trees* have already been made possible. Each of these shade trees helps to protect the sensitive coffee plants from high temperatures by providing valuable shade. At the same time, the trees help to improve soil quality, retain nutrients and protect against extreme weather conditions and erosion.
But the benefits go far beyond cultivation: depending on the tree species, shade trees offer coffee growers an additional source of income and promote biodiversity in the growing areas. The aim of the J.J. Darboven project is to adapt coffee cultivation to climate change and thus secure the livelihoods of coffee farmers.
"For us, sustainability is not just a trend, but an attitude. With the shade tree project, we are making a concrete contribution together with local producers to make coffee cultivation fit for the future and create reliable prospects for people," explains Simone Müggenburg, Head of Marketing at J.J. Darboven.
Personal insights from the region One of the people who benefits directly from the project is José Esly Román Silva, a 33-year-old coffee producer from Valle Grande in Peru. He has been working in the coffee business for around ten years and is following in the footsteps of his parents, who are also coffee producers. "I am proud to see my little plants grow. Because it won't just benefit me, but also other producers and future generations," he says, describing his motivation.
*As at: March 2025
Personal insights from the region
One of the people directly benefiting from the project is José Esly Román Silva, a 33-year-old coffee producer from Valle Grande in Peru. He has been working in the coffee business for around ten years and follows the path of his parents, who are also coffee producers. "I am proud to see my little plants grow. Because it's not just me who will benefit, but also other producers and future generations," he says, describing his motivation.
Adriano Herrera Sánchez from Valle Grande, who has been growing coffee for 20 years, also confirms the importance of shade trees: "Planting a tree brings life - for humanity and for our soil. Shade trees provide oxygen, improve soil quality through organic material and thus also offer economic benefits in the long term." He adds about his vision: "We want to raise awareness that it's not just about us. The shade trees are a legacy for future generations to meet the challenges of the future."
Shaping the future together The impressions from Valle Grande in Peru show how the shade tree project is contributing to sustainable change - for people, the environment and coffee cultivation. The project is only just beginning: for every pack sold from the Bio Gustoso range, another shade tree is planted in the participating cooperatives.
J.J. Darboven was founded on March 21, 1866 by Johann Joachim Darboven in Hamburg. The successful Hanseatic family business is now managed by Albert Darboven in the fourth generation. With a comprehensive product range of coffee (e.g. J.J. Darboven Classics, Alfredo), tea(EILLES TEE) and cocoa(COCAYA), the company is the market leader in the out-of-home sector and a convincing supplier of coffee to the food retail trade (e.g. IDEE KAFFEE, EILLES KAFFEE, Café Intención, and Mövenpick). J.J. Darboven stands for quality, tradition and innovation. The group is currently active in nine European countries.
