Coffee is the developing world’s second most important export commodity, delivering important revenues for more than 100 million people directly or indirectly deriving their livelihood from coffee in around 70 producing countries. 

The 4C Association (founded in 2003 and operational since 2005) is a multi-stakeholder membership organization to promote and encourage sustainability in the green coffee chain. Its mission is to continuously improve the social, environmental and economic conditions for the people making their living from coffee.
As part of their strategic review the 4C Association is revisiting its business model. For this purpose a multi stakeholder Business Model Task Force has been launched including some of the most important players in the coffee sector. A business model task force addresses strategic questions like: Who are the 4C Associations main customers and what are their needs? How to become more customer oriented and demand driven? What kind of services will be offered and who will be paying for them? How to create more market relevance and value?  How to work more closely with other stakeholders and standard and implementing organizations to jointly address the current and future sustainability challenges of the coffee sector?

NewForesight is facilitating the 4C Association Business Model Task Force in redefining the 4C Association Business model.