Café Intención Sustainability

Planting the future: J.J. Darboven's shade tree project grows to 717,002 trees

Now also in India

Planting the future J.J. Darboven's shade tree project grows to 717,002 trees

Now also in India

The J.J. Darboven shade tree project continues to grow: a total of 717,002 trees* have now been made possible. In addition, the initiative is now no longer only active in Honduras and Peru, but also in India. This is an important milestone for J.J. Darboven. It means that 100 percent of the coffee beans for Café Intención can now be sourced from the shade tree project. The aim of the J.J. Darboven project is to adapt coffee cultivation to climate change and thus secure the livelihoods of coffee growers.

The 717,002 shade trees are more than just a number. They are a beacon of hope for numerous coffee farmers in the three countries of Honduras, Peru and India. Every single shade tree 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 type of tree, shade trees offer coffee growers an additional source of income and promote biodiversity in the growing areas.

New partnership in India: cinnamon trees for shade

The Manarcadu Social Service Society (MASS) cooperative in the Indian state of Kerala has been part of the initiative since the end of 2025. It is the supplier of the Robusta beans for Café Intención's espresso specialties. Here in southwest India, coffee growers plant cinnamon trees directly on the plantations as shade trees. These protect the fragile coffee plants from climate-related extreme weather conditions and at the same time offer the families an additional source of income through the sale of cinnamon. Over the entire project period, 500,000 shade trees are to be planted in India alone.

"The collaboration with the MASS cooperative in Kerala is another important step for us. It shows that our approach works across continents. Together with the local producers, we are creating prospects and giving hope for a sustainable future in coffee cultivation," explains Philipp Guht, Chief Marketing & Sales Officer at J.J. Darboven.

While the first shade trees are currently being planted in India, the significance of the shade tree project for local coffee farmers in Honduras and Peru is already becoming apparent. The following insights from the Valle Grande cooperative in Peru illustrate the long-term impact of the initiative.

Personal insights from Peru

One of the people directly benefiting from the project is José Esly Román Silva, a
33-year-old coffee producer from the Valle Grande cooperative. 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 from this, but also other producers and future generations," he says, describing his motivation.

Adriano Herrera Sánchez from the Valle Grande cooperative, 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."

The impressions from the Valle Grande cooperative show how the shade tree project contributes to sustainable change - for people, the environment and coffee cultivation.

1 pack = 1 shade tree

For every pack of Honduras and Peru country coffees sold in stores and for the double-certified Bio Gustoso products in restaurants, another shade tree is planted in the participating cooperatives.
Information on the project and continuous updates can be found at: https://www.cafe-intencion.com/de-de/schattenbaumprojekt


*As of February 2026

About the J.J. Darboven company:

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.

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J.J. Darboven's shade tree project is growing - now also in India

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