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Certification programs has been employed in many agricultural products as a means to encourage and communicate compliance with standards associated with various attributes, such as organic, fair-trade, GMO free, and eco- friendly, among others. Such programs further seek to provide added value, through a price premium, to producers and supply chain actors associated with the label. In this paper, we review a number of global labeling and certification programs that could add value for coffee farms in India through the promotion of conservation and environmental protection. We provide results from a survey conducted on a sample of coffee farms in Coorg district, India to assess their awareness and perceptions related towards certified coffee and environmental conservation in general. Survey results illustrate strong positive associations with the environment by coffee planters, particularly among certified and organic producers. However, price premiums for certified and organic coffee are relatively small. While the potential of conservation-oriented certification for coffee in Coorg could be relatively limited outside of a few individual-level niches, branding Coorg more generally as a conservation-oriented region could hold promise, lever- aging and personalizing the uniqueness of the natural offerings from Coorg and tapping into burgeoning associations with place and region in India. This research was funded by the Norwegian Research Council’s NORGLOBAL program, project number #217203 as a joint collaboration between the Norwegian Institute of International Affairs (NUPI) and the Institute for Social and Economic Change (ISEC), Bangalore

The Indian coffee sector is at an important transition point, increasingly stuck in the middle between quality and value segments of the market. A potential niche for India is in the development of eco- friendly (green) coffees, leveraging the natural environment and biodiversity present in many regions. In this study, we conducted a value chain assessment of the coffee sector in Coorg, a major production area in India, to identify the potential entry points and constraints to a conservation-oriented strategy of upgrading. Our results highlight that coffee value chains in Coorg are fragmented and largely uncoordinated, with innovative upgrading efforts largely individually motivated. This suggests that integrating conservation principles in a broad-based branding strategy could be difficult at the level of the chain without institutional support or the entry of chain champions. On the other hand, integrating conservation as a diversification activity e.g. through the development of butterfly gardens for tourism, could provide a low-cost way of adding value for farmers while promoting good environmental stewardship.