As you may have seen, we recently launched an ad campaign with a few rather bold statements…
The campaign’s messaging aims to highlight the importance of sustainable agriculture and raise awareness about how climate change is affecting coffee production. But why did we choose such strong language, and what is regenerative organic agriculture?
Regenerative farming is an agricultural approach that focuses on improving soil health, biodiversity, and ecosystem resilience. It goes beyond organic farming by actively restoring and regenerating the land, rather than just minimizing harm. Regenerative farmers use techniques such as crop rotation, cover cropping, composting, and reduced tillage to increase soil organic matter and improve nutrient cycling. The result is healthier soil, higher crop yields, and reducing reliance on synthetic fertilizers and pesticides.
We have been a leader in the sustainable coffee industry for 27 years, sourcing high-quality organic, fair trade, shade-grown coffee beans and supporting small-scale farmers around the world. However, we realize that simply buying organic, shade-grown beans is not enough to create a truly sustainable supply chain. We want to raise the bar and encourage other coffee roasters to do the same.
By using provocative language in our recent ad campaign, we aim to grab people’s attention and attention and spark a conversation about the importance of regenerative farming. We believe that coffee drinkers have the power to drive positive change in the industry by asking for regenerative organic certified coffee and thus pushing coffee roasters to support coffee producers to adopt regenerative agricultural practices.
The campaign’s messaging also aligns with our mission to be a leader in the regenerative agriculture movement. We have committed to transitioning all our green bean sourcing to coffee from regenerative organic certified farms.
In conclusion, our current campaign is a bold and effective way to raise awareness of the importance of regenerative organic agriculture in the coffee industry. By choosing to use strong language, we’re sparking a conversation & encouraging people to think critically about the environmental impact of their coffee consumption. We hope that other coffee companies will follow our lead and prioritize regenerative organic farming in their supply chains.