Women and coffee. What’s special about that? Almost every Israeli woman you encounter will have some sort of fixation with the noble bean.
Yet Strauss is proving there is more to love than just the cup. In the spirit of International Women’s Day, observed March 8, Adi Melamed, chief human resource leader at Strauss, explains that the company places great emphasis on advancing women in the coffee industry.
“As an international coffee company operating across the entire coffee value chain – from farmers in the countries of origin to consumers – we see great importance in advancing women and empowering them at every point where our organization interacts with communities and partners.
“At the Strauss Group, equal opportunities for women have been part of our organizational philosophy for many years. Today, women make up 50% of the company’s management, and 66% of the group’s board of directors are women. For us, this is not a onetime goal but a worldview that understands that a diversity of voices around the decision-making table is a strategic asset – it broadens perspectives, challenges assumptions, and leads to innovation and a deeper and more accurate understanding of consumer and customer needs.”
This approach is also reflected in Strauss’s activities outside the organization, particularly in its “More Than a Cup” project. Launched a decade ago, the initiative is active in coffee-growing countries and aims to strengthen communities of coffee growers, improve their living and livelihood conditions, and provides farmers – both women and men – with professional tools.
Within this program, Strauss places special emphasis on integrating women farmers, making professional knowledge accessible, and creating economic opportunities. By providing women farmers with knowledge and resources, the company equips them with tools to strengthen their communities.
“As an organization that believes in promoting women and expanding opportunities for them within the company,” says Melamed, “we act in the same spirit in the communities with which we work. For us, this is an integral part of Strauss’s vision, and as a leading global coffee company, we strive to create positive impact throughout the entire coffee value chain.”
The ‘More Than a Cup’ program
Strauss’s “More Than a Cup” program was launched in 2016 with the goal of strengthening sustainability throughout the coffee value chain while empowering agricultural communities in coffee-growing countries.
As part of the program, Strauss partners with local organizations and agricultural cooperatives in Africa, Asia, and Latin America, providing farmers with professional training, financial support, agronomic knowledge, and business management tools.
To date, the program has been implemented in several countries and has affected thousands of coffee growers and farming households in agricultural communities, with a special emphasis on strengthening women’s economic and professional status in the coffee industry.
The goal is to have a tangible and measurable effect on the livelihoods of women farmers and the communities in which they work.
Over the years, the program has included 10 projects in several countries around the world.
Activities have focused on coffee-growing communities in Africa, Central and South America, and Asia. To date, the program has affected tens of thousands of coffee growers and farming households in agricultural communities.
Strauss sustainability reports note that more than 50,000 farmers have been affected by the project, of whom 51% are women who participated in the program through various partnerships.
The program integrates several forms of assistance for farmers, including professional and agronomic training for growing high-quality coffee, financial support and access to business management tools, supply of agricultural equipment and upgrades to coffee-processing infrastructure, development of women’s cooperatives, and creation of additional income sources within coffee-growing communities
In some cases, the projects also include establishing coffee processing stations, planting shade trees, forming women’s savings groups, and training in agricultural business management.
The vision of More Than a Cup is not only to improve the quality of coffee but also to strengthen local economies in agricultural communities, promote gender equality in the coffee industry, create a stable and sustainable supply chain, and strengthen the resilience of farming communities in the face of economic and environmental crises.
Impact stories – creating real change through action
Sarah Mohindo’s story – transforming lives through agriculture
Sarah Mohindo, 45, a mother of five, joined the project five years ago after hearing about agricultural training programs in her area. Thanks to the knowledge she gained, she was selected to manage a community nursery for growing coffee seedlings and trees, which led to a significant improvement in her economic and social situation.
Today, Sarah is able to provide for her family’s needs, purchase a cow and land to build a home, and even install clean-water taps for the local community.
“I was very excited to learn about the project,” she says, “and I gained knowledge about good agricultural practices. My hard work paid off, and I was chosen to manage a community nursery that grows coffee seedlings and shade trees for farmers.
“This role gave me additional income and respect within my community. My life was not good before – I could not afford to provide my family with basic necessities, such as food, medical care, or school fees for my children. Today, I am happy and grateful to have been chosen to manage the community nursery.
“Thanks to the additional income, I am able to provide for my family’s needs, buy a cow, and purchase land where I plan to build a family home. In addition, I managed to bring water to the nursery site and install taps that provide clean water for my neighbors.”
Bridget Itungo – women’s empowerment through digital agriculture
Bridget Itungo, 26, a mother of three, joined the project three years ago and became a farming partner and a digital agent. In this role, she helps farmers secure digital loans that are repaid through coffee sales during the harvest season.
Through cooperation with the agricultural cooperative, her income has improved significantly, enabling her to invest in a new 0.2-hectare (0.5-acre) farm and purchase organic fertilizer.
Bridget notes that she sees a positive change in her life and in the lives of her family members, and believes in a better future.
“Thank you for recognizing that women can succeed in business as well,” she says proudly.