Quality isn’t brand speak. It isn’t the promise of planting trees, or cents per
bag to opaque nature funds. It’s not ‘local’ ( the things that matter in coffee
aren’t local ) and it’s not well designed packaging with smart word play or
other distractive branding ploys.
Quality is an entire supply chain that encompasses and truly prioritizes the
well being of the farmers, the growing environment, the supply chain and the
true craft of roasting. It’s a focus on standards, responsibility beyond the
bottom line and an embracing of a values driven model that prioritizes
transparency and whole quality over smoke and mirrors.