Coffee giant JDE Peet’s today announced its “Nature Transition Plan,” described as a companywide roadmap designed to expand regenerative agriculture programs and accelerate “deforestation-free” coffee sourcing. The grand plan unveiled by JDE Peet’s aims to expand the adoption of regenerative coffee farming practices across an additional 200,000 hectares by 2030. Notably, JDE Peet’s previously set a goal of reaching 100% “responsibly sourced” green coffee by 2025. JDE Peet’s currently purchases approximately 8% of the world’s green coffee, according to the company’s own estimates. The conglomerate owns major coffee brands across numerous market segments, including Peet’s Coffee, L’OR, Jacobs, Gevalia, Douwe Egberts, plus Peet’s subsidiaries Intelligentsia Coffee and Stumptown Coffee Roasters.