Pact Coffee and Waitrose Collaborate on New Coffee to Support Women Growers

Why It Matters

The partnership turns ethical sourcing into a market advantage, accelerating gender equity in coffee production and meeting rising consumer demand for responsibly sourced specialty coffee.

Key Takeaways

• Pact Coffee's new blend funds women‑led farms in Colombia
• Waitrose sells 200 g pack for £7.95, exclusive launch May 31
• Women own only 25% of Colombian coffee farms, despite 70% workforce
• Pact targets 50% women‑sourced coffee by 2025, already 60% 2024‑25
• UK specialty coffee market growing 11.5% CAGR through 2030

Pulse Analysis

The coffee sector has long suffered a gender gap: women make up roughly 70 % of the Colombian coffee workforce yet own only a quarter of farms. Pact Coffee’s Equal Ground Project tackles this imbalance by forging direct relationships with the Mirtayu Women’s Group, a cooperative of women growers in Huila. By guaranteeing that premium payments flow straight to the farmers’ bank accounts, the initiative transforms what is often labeled charity into a market‑driven correction, aligning ethical sourcing with tangible economic empowerment. The model also provides data on yield and quality, helping farmers improve future harvests.

Waitrose’s decision to stock the Colombia Single Origin blend at £7.95 positions the retailer at the premium end of the UK specialty coffee aisle, slightly above comparable offerings from Grind and Union. The exclusive online and in‑store launch on 31 May leverages the growing consumer appetite for traceable, socially responsible products. While the price may deter price‑sensitive shoppers, the narrative of directly funding a women‑led cooperative adds a compelling value proposition that can justify the premium and differentiate Waitrose from competitors. Early sales data will indicate whether the premium price resonates with ethically minded shoppers.

The UK specialty coffee market is projected to expand at an 11.5 % CAGR through 2030, driven by discerning consumers and a willingness to pay for provenance. Pact’s broader commitment—60 % of its coffee sourced from women or gender‑equity groups in 2024‑25 and a target of 100 % across its core range by March 2026—sets a benchmark that other roasters may emulate. As more retailers adopt gender‑focused sourcing, the competitive advantage will shift from novelty to standard practice, potentially reshaping supply chains and accelerating gender parity across coffee‑producing regions. If successful, this approach could inspire similar gender‑equity programs in other commodity sectors.