Projects Newforesight

Setting the future direction for the 4C Association: Strategy Framework 2016-2020 and adapted Business Model(s)

The 4C Association is the leading multi-stakeholder sustainable coffee platform, guiding the mainstream sector toward more sustainable production in a non-competitive arena where all relevant stakeholders are enabled to participate. In the last decade the 4CA has achieved great successes: significant growth in terms of membership and the volumes of 4C Compliant Coffee produced and traded, and their baseline standard enjoys wide recognition in today’s market.

Looking towards the future, the 4C Association is determined to stay ahead of the game and continue leading coffee sector sustainability for many years to come. 4CA’s future success requires a strategy that serves the needs of their broad membership today and tomorrow while anticipating trends in the coffee market and sustainability landscape. With that in mind, the governance of the 4C Association created an Internal Strategy Task Force earlier this year to deliver a high-level Strategy Framework 2016-2020 and a viable transition plan to move the 4C Association from its current position to a sustainable future.

The Internal Strategy Task Force of the 4CA asked NewForesight to support the design of the new strategy and an adapted business model. This involved gathering input from key members and external stakeholders on the trends, opportunities and risks, as well as the elaboration of scenarios and related value propositions for the different groups of 4C members. The aim of the assignment was also to come up with an external strategy process focusing on better collaboration between public & private parties for sustainable sector transformation and collective impact.

Work delivered
The proposed strategy framework and new business model designed by NewForesight has been very positively received and been approved by the General Assembly in June 2015. Robert Waggwa Nsibirwa, the re-elected Chair of the Council, said: “With the strategic direction clearly set and agreed upon, the 4C Association is now in an excellent position to lead and shape the transformation of the coffee sector together with its members and partners”.

Future steps
With the endorsement of the General Assembly, the draft Strategy Framework will be finalized with guidance from the newly elected 4C Council into a Strategic Plan for 2016-2020 as well as a concrete and actionable Business Plan(s).


4C Association



Café Africa



Mondelez International


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More information about this project can be found here.


This project took place between January and June 2015. Are you looking for pioneering strategies that bring your sustainability goals to the next level? Contact Bart Vollaard