Sustainability Tensions in the Coffee Supply Chain

A fundamental contradiction characterizes the coffee sector: despite the long history of certifications, the several initiatives and roundtables in the last 20 years, the sustainability problems (environmental, social, and economic) remain, and they are far from being solved. Implementation of sustainable practices (activities in the ARA model) may give rise to multiple tensions at different levels. In this chapter, an exploration of tensions emerging at the supply chain level is presented, on the basis of the results of the empirical field study. A total of 21 issues have been identified as representing tensions arising from competing or contradictory activity links, actor bonds, and resource ties; 20 are paradoxes and one represents a non-paradoxical tension. These paradoxes occur across multiple levels: systemic, supply chain and organizational, confirming the need to adopt a broader vision which includes not only business actors, but also public bodies and standard-setter organizations, in facing sustainability issues. The majority of paradoxes refer to contrasting goals, being expressions of the challenges involved in simultaneously pursuing environmental, economic, and social sustainability goals. The chapter concludes with theoretical and practical implications, suggesting also some interesting potential opportunities for future research.