Over the past nine months, the Reimagining Supply Chains Initiative has been investigating the coffee supply chain with the purpose of examining the political nature of supply chain management (SCM). Based on 30 interviews with actors from within and around the coffee supply chain, we have examined the mechanisms underlying the political nature of SCM in the coffee industry. Our data analysis suggests that coffee is highly complex, but also that there is quite some agreement among the actors concerning how the supply chain ought to be managed. While we will share more details about the political aspects at a later point, we are happy to share two interesting – and perhaps surprising – findings from our research with you today.
First, we quickly realized that the actors seem to agree that coffee companies (brand companies, roasters etc.) have a responsibility to support the farmers at origin. The farmers are by many considered the weakest link in the supply chain, and it is up to the strong, Northern European companies to support them. Almost all interview persons stated this in their interviews. Surprisingly, only a few actors disagreed with this, and although sustainability is not a core part of traditional SCM, the interviewed managers seemed to agree that sustainability is key to successful SCM. But can all companies contribute equally to this sustainable development? Based on the interviews we conducted, the answer is – sadly – the somewhat unsatisfactory “it depends”. Many interview persons argued that even the smallest company can contribute to the development of coffee farmers, as the company is often more powerful than the supplier. To quote no less than two interview persons and of course multiple characters from the Spiderman universe among others: “With great power comes great responsibility.” However, others argued that large companies have a greater power than small companies and therefore also a greater responsibility to support the farmers.
Second, following the data collection, we found ourselves asking the question: why is it then that coffee companies are so focused on sustainability when no one requires them to help the suppliers? In the article, we will share a comprehensive analysis of this, but for now, we want to share the finding that Northern European managers engage in the development of the local communities because they fundamentally care about the farmers. I – Amanda Bille – have been present at all interviews and have never met more interesting and enthusiastic persons working with SCM. Coffee supply chain managers generally seem to be personally motivated in securing a stable and sustainable supply chain. Despite sustainability being difficult, cumbersome, and expensive, the interviewed managers keep on working for a more sustainable future for the coffee farmers.
We will spend the coming months exploring the many interesting insights from the 30 interview persons further. We hope that our findings will inspire you to reimagine SCM as we know it.
Photo by Nathan Dumlao on Unsplash.
