JDE Peet’s and TechnoServe Promote Regional Exchange on Sustainable Coffee in San Martín

The visit highlighted the partners' new initiative to boost livelihoods and sustainability in Peru

San Martín, Peru, June 9, 2025 –  JDE Peet’s, funder of the Resilient Amazon Coffee (CAFÉ Amazonía Resiliente) project—an initiative implemented by TechnoServe—organized a regional convening to exchange knowledge among its eleven projects across Latin America. The event was held in Moyobamba, in the San Martín region of Peru, where TechnoServe is actively working.

From May 19 to 23, the city of Moyobamba welcomed 13 sustainability experts from Honduras, Colombia, Mexico, and Peru. The visit, led by Gina Canales, JDE Peet’s Sustainability Manager for Latin America, offered an opportunity to learn about agricultural best practices developed in collaboration with local coffee-growing families. Bruno Ribeiro, JDE Peet’s Sustainability Manager for Brazil, also joined the visit.

During the exchange, participants visited farms managed by producers such as Noly Cruz and his wife Gladys Vásquez in El Cóndor, as well as Eliseo Silva and Mayurit Campoverde in La Florida. These families, supported by TechnoServe, have adopted innovative practices including planting disease- and climate-resilient coffee varieties, tissue management techniques to improve yields, wastewater treatment using vetiver plants, agroforestry systems, use of biofertilizers, and solar dryers. Both couples also highlighted the program’s efforts to encourage greater participation of women in decision-making and to promote a more equitable distribution of responsibilities within the household.

The delegation also visited producer José Vigil in Soritor district, who collaborates with the exporter OFI. In their visit, they observed efforts to promote sustainable coffee farming. The group then toured the Aproselvanor cooperative, where manager Maricely Guevara shared the organization’s progress in coffee marketing, challenges in meeting new environmental regulations and certifications, efforts to prevent child labor, and the empowerment of women in managing their farms and the cooperative.

The visit concluded with a plenary session to review the field visits, followed by a participatory assessment focused on the main challenges in the coffee sector. Participants worked in four groups to answer key questions using flip charts. This methodology encouraged critical reflection, idea sharing, and joint identification of achievements, challenges, and proposals for improvement across coffee projects. The dynamic promoted horizontal dialogue and strengthened collective ownership of the outcomes, creating an open space for discussion around shared lessons, innovative ideas, and key factors for the sector’s sustainability. This feedback session enriched the analysis, validated ideas, and reinforced both shared learning and a sense of community.

The tour also included a coffee tasting session at the Coffee Center of Excellence of ORCON S.A., where attendees sampled top-quality coffees produced in San Martín. The experience highlighted that the region not only innovates in the field but also produces coffee of international caliber.

Gina Canales praised the dedication of San Martín’s coffee-growing families to continual learning, innovation, and crop improvement. “This exchange shows how collaborative efforts can transform coffee farming in our region and open new opportunities for producers,” she said.

This gathering gave participants a firsthand look at how sustainable practices and collaboration among organizations, producers, and companies are ushering in a new era for Peruvian coffee: one that is more inclusive, efficient, and full of growth potential in international markets.

Media contact

Edson Arratea – TechnoServe Peru

Julieta Ocampo – TechnoServe HQ

About JDE Peet’s 

JDE Peet’s is the world’s leading pure-play coffee and tea company, serving approximately 4,100 cups of coffee or tea per second. JDE Peet’s unleashes the possibilities of coffee and tea in more than 100 markets, with a portfolio of over 50 brands including L’OR, Peet’s, Jacobs, Senseo, Tassimo, Douwe Egberts, OldTown, Super, Pickwick, and Moccona. In 2023, JDE Peet’s generated total sales of EUR 8.2 billion and employed a global workforce of more than 21,000 employees. Read more about our journey towards a coffee and tea for every cup at www.jdepeets.com.

About TechnoServe

Founded in 1968, TechnoServe is a leader in harnessing the power of the private sector to help people lift themselves out of poverty for good. A non-profit organization working in around 35 countries, we work with people to build a better future through regenerative farms, businesses, and markets that increase incomes. Our vision is a sustainable world where all people in low-income communities have the opportunity to prosper.

More information at: Twitter @TechnoServe | Facebook @TechnoServe | LinkedIn @TechnoServe