As one of the world's most traded agricultural commodities, coffee constitutes a significant part of the overall economy and a major source of foreign revenue for many developing countries. Coffee also touches a large portion of the world's population in the South, where it is mainly produced, and in the North, where it is primarily consumed. As a product frequently purchased by a significant share of worldwide consumers on a daily basis in social occasions, the coffee industry has earned a high profile that also attracts the interest of non-governmental organizations, governments, multilateral organizations and development specialists and has been an early adopter of Voluntary Sustainability Standards (VSS). Responding to the trend of increased interest on sustainability, it is therefore not surprising that coffee continues to be at the forefront of sustainability initiatives that transcend into other agricultural industries. Based on literature and authors' experiences, this article reflects on the VSS evolution and considers a sustainability model that specifically incorporates producers' local realities and deals with the complex scenario of sustainability challenges in producing regions. Agreeing on a joint sustainability approach with farmers' effective involvement is necessary so that the industry as a whole (up and downstream value chain actors) can legitimately communicate its own sustainability priorities. This top-down/bottom-up approach could also lead to origin-based, actionable and focused sustainability key performance indicators, relevant for producers and consistent with the UN's Sustainable Development Goals. The initiative also aims to provide a sustainability platform for single origin coffees and Geographical Indications (GIs) in accordance with growers' own realities and regions, providing the credibility that consumers now expect from sustainability initiatives, additional differentiation options for origin coffees and economic upgrade opportunities for farmers.

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Geographical Indications (GIs) are widely considered as tools to contribute to sustainability (The Food and Agriculture Organization of the United Nations—FAO, 2009; 2017), if established and well managed. While the literature may not always agree on the positive effects of GIs in all sustainability dimensions (e.g., economic, social, and environmental), there is evidence that engaging GI producers in a sustainability strategy can maximize their contribution to different components of sustainable development. FAO and oriGIn developed the sustainability strategy for GI (SSGI) to support GI producers and their associations so that they could engage in a place-based and participative approach in order to generate concrete progress and results. This paper presents original research for building both a framework and database for the selection and use of relevant sustainability indicators for GIs. A number of SSGI principles have guided the work throughout an iterative process for reviewing, selecting, and improving relevant indicators, while the Sustainability Assessment of Food and Agriculture (SAFA) has provided the structure to align with the Sustainable Development Goals (SDGs) and other widely used and recognized sustainability frameworks. As a result of this work, a database of 372 robust sustainability indicators that are relevant to GIs have been characterized to facilitate their use by practitioners. The discussion highlights the importance of the place-based approach, and the participative, inclusive process that represents the key to empowerment and the ability to develop alliances. It also focuses on action, and the need to strengthen both internal and external communication.

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