New seal

The company Tchibo introduces a new sustainability seal "Truemorrow". The name "Truemorrow" is a word composition of true and tomorrow. The "Black'n'White" product range will be the first. When the logo is on the packaging, the coffee cultivation meets certain criteria for sustainable cultivation. These include minimum wages, forest protection and the absence of banned pesticides.

The non-profit New York-based organisation Enveritas, founded in 2016, is responsible for classification and monitoring. It audited 664 coffee farms and their growing areas for the start of the campaign.

The new seal is intended to complement existing certifications such as UTZ, Fairtrade or Rainforest Alliance by making the entire process more transparent. The approach is good in principle, but it does not currently differ fundamentally from existing certifications. A real added value would have been a direct link, for example via a QR code. There, detailed data on the assessment of the coffee contained in the packaging and the associated coffee farm could be retrievable. Currently, only the usual general information can be found at www.tchibo.de/truemorrow.