| Abstract: | The ‘Common Code for the Coffee Community’ (4C) was developed as a multi‐stakeholder initiative designed to embed sustainability principles in the mainstream coffee industry. It elicited widespread condemnation from producer countries during its initial ‘testing phase’. Focusing on Indian opposition, this article comes to the conclusion that, unless key issues as defined by producer‐country interests are addressed, any initiatives to advance the economic, social and environmental sustainability of the industry are likely to be seen as vehicles within a neo‐imperialist agenda seeking to establish consumer‐country control over the product supply chain. |
