The 4C Association is a multi-stakeholder organization that brings together actors that are committed to addressing the sustainability issues of the coffee sector in a pre-competitive manner. The members of the 4C Association include coffee farmers (both big and small), traders (importers and exporters), industry players (coffee roasters and retailers) and civil society (non-governmental organizations, standard setting initiatives and trade unions). Members also include individuals committed to the Association’s aims.

The 4C Association mission is to be the leading multi-stakeholder sustainable coffee platform, guiding the sector towards mainstream sustainability in a pre-competitive arena where all relevant stakeholders are enabled to participate. It provides a recognized baseline standard as a first step in continuous improvement towards sustainability; promotes and partners with other standards and initiatives in the market, and addresses the broader coffee sustainability agenda. The 4C vision is to unite all relevant coffee stakeholders in working towards the improvement of the economic, social and environmental conditions of coffee production and processing to build a sustainable sector for generations to come.

Using the 4C Logo on coffee packs is not allowed since the 4C Mainstream Approach does not imply any product guarantee. Coffee roasters however may use the 4C Membership Statement to point out their membership and their commitment for a more sustainable coffee sector.