Tchibo Joint Forces!® (TJF!®): Strength Through Collaboration

Tchibo Joint Forces!® (TJF!®): Strength Through Collaboration

To fulfil our responsibilities to the people in our supply chains, we have set up projects that support farmers in a number of coffee-growing countries. These projects all fall under the banner of Tchibo Joint Forces!® The aim of this educational program is to promote sustainable farming methods and to help them improve the quality of their coffee. This results in higher profits and also ensures a sustainable balance between economic and environmental considerations. We also take regional concerns into account and develop specific solutions, such as child protection or providing alternative sources of income.

To date, seventeen TJF!® projects have already been launched in nine countries, most of which have already been implemented. More projects are in the pipeline. Some 42,200 farmers have been helped by the programs so far.

We have continued to follow this project-based approach over the last year in order to work closely with coffee farmers. In a bid to better understand the needs of local farmers and the realities of their day-to-day lives, we have recruited Tchibo representatives in Central America, Brazil and Vietnam.

We also observe the following principles when designing and implementing projects:

  • We work closely with farmers to understand their needs.
  • We develop projects in collaboration with farmers.
  • We focus on supporting and empowering farmers and their families and ensuring that any measures we implement are sustainable.


In Tanzania, if you are the son or daughter of a coffee farmer, then you will most likely take over your parents’ business at some point – not least because there are very few alternatives for young people to earn a living in rural areas. In 2017, Tchibo decided to set up Coffee Clubs in southern Tanzania, providing support for the next generation of young farmers right from the go and improving their future prospects. The basic premise of these Coffee Clubs is simple: Young people are given part of the farm by their parents to use as a ‘practice field’. After school, the aspiring farmers attend courses to learn everything they need to know about growing coffee sustainably and profitably. This includes pruning the plants in the right way, using natural fertilizers, irrigating them properly, using soil and water sustainably and a whole lot more. They can then put their expertise to the test in their own fields – in a very practical and hands-on way. Almost 400 young people – 219 boys and 173 girls – are currently enrolled in the training program. Over the next few years, we will be expanding and further improving our Coffee Clubs. 

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