The fast-casual coffee franchise joins The Sustainable Coffee Challenge, a collaborative effort to make the coffee sector more socially and environmentally conscious.

Well-known coffee and donut franchise Dunkin’ Donuts announced that it has signed on to The Sustainable Coffee Challenge, according to an article in QSR magazine. The brand joins other companies, governments, NGOs, research institutions and more as part of a collaborative global effort that aims to transform the coffee industry into a more sustainable enterprise, all backed by backed by nonprofit environmental organization Conservation International.

By signing, Dunkin’ commits to “work[ing] to find solutions for the coffee community while stimulating the need for sustainable coffee,” according to the article. This is not the only sustainability-focused initiative Dunkin has undertaken: according to QSR, the coffee chain also recently announced plans to work with World Coffee Research via combined efforts through the National DCP, “the Dunkin’ franchisee-owned supply chain management cooperative.” Forthcoming initiatives include the plan to donate “a percentage of sales from every pound of Original Blend coffee beans” sold in Dunkin’ restaurants over the course of five years to World Coffee Research, the article says, which “could amount to” a cool $2 million in donations over the course of the agreement.

This contribution would “support WCR’s mission to grow, protect and enhance supplies of quality coffee, while improving the livelihood of the families who produce it,” the article said.

Looks like socially- and environmentally-conscious coffee may be the industry standard soon.

Read the full article here.