A picture of a charming farmer, his name and the exact location of his business. The story about his sustainably run plantation helps to sell bags of sustainable coffee. Linking a single bag of coffee to an individual farmer is still complex, but it can be done. Its also done in cocoa, cotton and timber. With liquid commodities like palm oil it is much more complex. With the team at UTZ, Hidde worked on the specs for a new online trading & tracing system for certified sustainable palm oil on behalf of RSPO.