The European Union Deforestation Regulation (EUDR) came into effect in June 2023 with a clear goal: to combat global deforestation and forest degradation. Under this new law, any product sold within the EU - including coffee - must not be linked to forest loss anywhere in the world.

Coffee is just one of several high-risk commodities targeted by the regulation, alongside soy, cocoa, palm oil, and timber. To bring coffee into the EU, businesses now have to prove that it wasn’t grown on land that was deforested after December 31, 2020.

Considering that Europeans drink around three billion cups of coffee every day (International Coffee Organization, 2023), the implications are huge. From farming and sourcing to tracking and compliance, the entire coffee supply chain is likely to feel the impact of this regulation.

Under the EUDR, anyone involved in trading coffee within the EU has to meet a strict set of requirements:

• No Deforestation Allowed: Coffee must come from land that hasn’t been deforested after December 31, 2020.
• Due Diligence Declarations: Each shipment needs a formal statement confirming the coffee complies with the regulation’s standards.
• Precise Geolocation: Importers must collect GPS coordinates of the exact farm where the coffee was grown - no vague locations allowed.
• Full Supply Chain Transparency: From the farm all the way to the importer, every step must be documented. Businesses need to prove how and where the coffee was sourced.

Failing to meet these obligations isn’t just a paperwork issue - it could lead to steep fines, your goods being confiscated, or even a full ban from the EU market.

Coffee is one of the most widely traded agricultural commodities in the world, with supply chains that stretch from remote mountain farms to bustling cafés across Europe.

Here’s how the new EUDR rules are playing out in practice:

• Vietnamese Exporters are stepping up. Many are now investing in advanced traceability tools, training farmers to use GPS mapping, and updating farm-level records. (For more insight, check out "Vietnamese Coffee Manufacturers: Leading Companies in the Coffee Industry".)
• European Importers are under pressure to scrutinize their supply chains more thoroughly than ever. Tools like third-party audits, digital tracking platforms, and even satellite imagery are quickly becoming standard.
• Coffee Roasters and Brands focused on sustainability are embracing the change. Many are now using EUDR compliance as a selling point, reassuring customers that their morning brew supports forest protection around the globe.

While the goals behind the EUDR - protecting forests and tackling climate change - are undeniably important, making the shift won’t be easy.

Here are some of the key challenges on the ground:

• Technology Gaps: Many smallholder coffee farmers across Africa, Asia, and Latin America still don’t have access to GPS tools, digital record systems, or reliable connectivity - all of which are now essential.
• Administrative Load: Keeping track of geolocation data and maintaining detailed records for millions of tons of coffee beans is no small task. For many producers, it’s a major logistical hurdle.
• Cost Pressures: Meeting compliance standards isn’t cheap. For farmers and exporters without the resources to adapt quickly, the added expense could put them at a competitive disadvantage.

That said, it’s not all downside. For producers and brands that can rise to the challenge, there’s a clear upside: access to a premium market and growing trust from eco-conscious consumers who want their coffee to support - not harm - the planet.

Could EUDR coffee become the global norm? It’s looking more and more likely. With the EU setting a strong precedent, other major markets - like the U.S. and Japan - may soon roll out their own “zero deforestation” policies.

For forward-thinking coffee brands, this is a chance to lead. Companies that act quickly to meet EUDR standards won’t just stay compliant - they’ll stand out as sustainability champions, especially among Gen Z and environmentally conscious consumers.

In fact, a 2023 survey by WWF found that 80% of EU shoppers are willing to pay more for products that are guaranteed deforestation-free. That’s not just a feel-good statistic - it’s a sign that sustainability is becoming a core part of consumer choice.

For the coffee industry, the message is clear: there’s a major opportunity here, but only for those ready to adapt.

EUDR-compliant coffee isn’t just a regulatory box to check - it marks a major shift in the global coffee industry. We’re entering an era defined by radical transparency, environmental responsibility, and supply chain accountability.

Whether you’re an importer, roaster, café owner, or simply someone who cares about where your coffee comes from, understanding the EUDR isn’t optional anymore - it’s essential.
If you're involved in sourcing, now’s the time to ask:

Is your supply chain ready for the EUDR era?

At MR.VIET, we’ve already taken that step. We work hand-in-hand with local farmers to guarantee traceability from crop to cup. From transparent sourcing to sustainable farming, we're helping our partners lead the way into a more ethical, future-focused coffee trade.