Communication policy

At Coffee Collective, we are committed to responsible marketing and public relations. We believe that transparency, accuracy, and accountability are essential to maintaining trust with our stakeholders, including customers, producer partners, employees, suppliers, communities, and the wider coffee industry.

This policy sets the standards for how we communicate externally. All marketing and public communications from Coffee Collective must be truthful, transparent, and responsibly presented. Any social or environmental claims we make must be accurate, verifiable, and not misleading. 


Scope 


This policy applies to all marketing and public relations activities carried out by or on behalf of Coffee Collective. This includes, but is not limited to: 

  • Website content and product descriptions
  • Social media posts and advertising
  • Newsletters and email marketing
  • Press releases and media statements
  • Interviews, public speaking, and events
  • Printed materials, including shop signage, packaging, and posters
  • Transparency and impact reports 


The policy applies to communications directed at all audiences, including B2C customers, B2B partners, producer partners, media, employees, job candidates, and other stakeholders.

Anyone involved in preparing, approving, or publishing communications on behalf of Coffee Collective - whether employees, executives, agencies, or consultants - must comply with this policy. 


Principles for Social and Environmental Claims 


We recognize that responsible communication is essential in a sector where sustainability and impact are central. Therefore, all social and environmental claims made by Coffee Collective must meet the following principles:

Precision and verifiability 
Claims must be specific, clearly worded, and supported by reliable documentation, scientific data, or credible third-party standards where relevant. We avoid vague or unsubstantiated statements.

Proportionality 
Our communications must reflect what we have actually achieved. We do not overstate impact, performance, or intentions. Where initiatives are ongoing or under development, we clearly describe them as goals or improvement efforts rather than completed results.

Clarity of scope 
All claims must clearly reflect their scope. We specify whether a statement relates to a particular product, a specific supplier or region, a defined time period, or company-wide activities.

Transparency about impact 
We are committed to communicating honestly about both positive and negative impacts of our operations. This includes sharing progress and improvements, as well as acknowledging challenges, trade-offs, and areas where we are still working to improve. Responsible communication includes being transparent about limitations - not only successes. 


Ethical Standards 


Our marketing and public relations practices are guided by clear ethical standards. We do not use misleading, manipulative, or discriminatory messaging. We respect privacy and applicable data protection regulations. We avoid misleading influencer or testimonial practices and actively work against “greenwashing,” “purpose-washing,” or any form of exaggerated reputation building.

Our marketing methods must align with our values and reflect the integrity of our sourcing model and long-term partnerships. 


Clear and Accessible Language 


We aim to communicate in language that is clear, understandable, and appropriate for a general audience. We avoid unnecessary technical complexity and hidden claims. Where technical terms, certifications, or industry language are used, we explain them in plain language whenever possible.

Our communications are made available in relevant languages and formats depending on where we operate and who we engage with. 


Governance and Accountability 


This Responsible Marketing & Public Relations Policy is approved and overseen by the CEO. The executive team holds overall accountability for ensuring that marketing and public communications comply with this policy.

We ensure that: 

  • Marketing and PR activities align with the policy requirements
  • Social and environmental claims are documented and reviewed when necessary
  • Corrective actions are taken if communications are found to be inaccurate or misleading
  • The policy is reviewed annually and updated when needed 


Internal Communication 


This policy is communicated internally and accessible to all employees. Employees are encouraged to raise concerns if they believe a communication or claim may be inaccurate or misleading. Responsible communication is a shared responsibility across the organization.

If you have questions regarding our marketing, public communications, or any social or environmental claims made by the company, you are welcome to contact us via our official contact channels listed on our website.