The United Nations Food and Agriculture Organisation study revealed that approximately 420 million hectares of forest were converted into agricultural land, including for coffee production, between 1990 and 2020. In response, the European Parliament and the European Council introduced the Regulation on Deforestation-Free Products (EUDR) in June 2023, aiming to reduce the EU's contribution to global deforestation. This regulation prohibits European companies from importing commodities linked to deforestation, effective from December 2024 for medium and large businesses. The article discusses the implications of the EUDR on the coffee industry, highlighting the challenges and advantages it brings, such as enhanced traceability, competitive advantage, and access to premium markets. It also underscores the importance of technology in facilitating compliance and the need for support and advice for coffee companies to successfully adapt to these regulations.