Friday 14 June 2024
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SUSTAINABILITY – 4C Association aims to consolidate its presence in North America

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BONN, Fermany – As one of its priority activities in 2014, the 4C Association is looking to further consolidate its role as the global sustainability platform for coffee.

For this to happen, it is essential to strengthen the 4C Association’s presence and network of key stakeholders in the US coffee sector.

The active engagement of the US coffee community in the sustainability platform offers the opportunity to unfold new projects and open new dialogues to address overarching sustainability issues affecting the entire coffee sector.

As the biggest consumer market in the world, the US also offers a huge potential to increase the purchases of sustainably produced coffee, including coffee produced according to the 4C Association’s entry-level sustainability standard – 4C Compliant Coffee.

The 4C Secretariat has therefore engaged Dub Hay as US Ambassador for the 4C Association in order to build strong links to the US coffee community, expand the membership base in the US market and to promote its entry-level standard.

Dub Hay’s extensive knowledge of the sector will be of particular importance to achieving the 4C Association’s aim to bring the its concept and services offered nearer to the main coffee players in the US market in order to make the platform truly global.


Mr. Hay was previously the Senior Vice President, Global Coffee Authority for Starbucks where he and his team successfully ensured a single, global voice of coffee in Starbucks stores around the world.

During the ten years he was at Starbucks (November 2002 – December 2012), Dub Hay led the development of C.A.F.E Practices, Starbucks’ socially responsible coffee buying guidelines, as well as global development of Farmer Support Centers to improve coffee quality and farmer livelihoods.

He was also at the helm of Starbucks’ strategy for investments in China. In 2012, he founded W.C. Hay Coffee Consulting to assist others with their coffee strategy.

Source: 4C Association


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