Fair Flavours


The dream of Jacobs Douwe Egberts Professional? 'A responsible coffee for every cup'. JDE Professional has the passion and ambition to organize the process from bean to cup as sustainable as possible. Ensuring stable biodiversity, the commitment of all chain partners and minimizing the footprint. These are important focus points for a sustainable cup of tea or coffee. To draw attention to corporate social responsibility, or sustainable business, JDE Professional organizes its own sustainability week. The week is filled with internal and external activities to activate as many people as possible to take up challenges concerning CSR, share knowledge and strengthen the mutual connection. As a kick-off of the sustainability week, JDE Professional had the desire to discuss this topic with their clients during an inspirational event with the aim to create evidence for the 'brings together' strategy and to create a positive movement.


Fair tastes, products and processes. That is what JDE Professional focuses on. We have translated this into the concept 'Fair Flavours'. A title that not only refers to the products and services, but also stands for different perspectives, angles and new insights. The event brings people and organizations together with a clear goal, underlining the 'brings together' strategy. This idea has led to an interactive and inspiring program for both physical and online participants. Combining outside knowledge and inspiration with JDE's vision and message. The hybrid set-up provided a digital extension to make the event accessible to the large constituency of JDE Professional. In addition, the key accounts of JDE Professional came together physically in the crucible of bioscience, Naturalis in Leiden. On stage were, among others, Koos Biesmeijer, also known as the bee professor. Willem Treep on behalf of The Food Line-up who spoke about the Brasserie 2050 project. And Wouter Staal, CEO of YB by Yoghurt Barn about vegetable nutrition. Physical guests had the opportunity to visit the museum after the plenary program while networking. Besides the fact that Fair Flavours had sustainability as its main topic, we also used the event to run a pilot where we tested our sustainability checklist. The event scored 9.1 on sustainability. To achieve this score, we integrated sustainable initiatives such as a 'sign language bar', 'no-waste cake', a 'no-plastic policy', we used recyclable materials and we encouraged visitors to think about their mobility choice.