Our different approach
We’re committed to designing a better coffee system. For over a decade, we’ve refined our sourcing, operations, and retail experience to ensure every pound of coffee we sell drives a positive social and environmental impact. Our ambition is to make our responsible business standards not just an available option, but the status quo. Scroll down to learn how we’re building a more equitable, sustainable future for coffee.

Supporting Smallscale Farmers
Smallholder farmers sustain the industry but remain the most economically marginalized and least rewarded in coffee’s retail price. We prioritize sourcing from countries where smallholder farms are the majority and stand to gain the most economically from international market access. We champion agricultural models that promote biodiversity and support indigenous and rural communities, helping protect their land and livelihoods.

Paying More For Coffee
Conversations about coffee prices can be complex, but ethical pricing is simple to us: farmers deserve to earn above their cost of production and have a say in the profits they keep. That’s not the status quo in our industry, and despite great strides in ethical certifications lifting the bar for prices to growers, a cetification is not a replacement for price transparency, or a guarantee of a profit for a farmer. We pay 60%-100% more than Fair Trade Minimum prices and we are committed to paying prices that surpass the regional cost of production. Commercial coffee prices ("C Price"), and sometimes Fair Trade minimums, fall below the well researched cost to produce coffee sustainably. We make our prices, and the latest industry research on farm profitability transparent to our customers in an annual transparency report, the latest version is at the top of this page.

Reducing Our Environmental Impact
Coffee is a high intensity carbon impact food. Most GHG emissions and landfill waste occur in the final phases of coffee's lifecycle (roasting, distributing, retailing, brewing and consuming). We are committed to delivering a lower carbon impact cup. Today some commitments towards this include using 100% biodegradable packaging for our coffee bags, composting in 2 on 4 of our cafés, incentivising the use of reusable cups in our cafés by offering $0.25c rebate on drinks.
FAQ
We know our coffee might seem expensive at first glance. Here’s why:
Fair prices that truly support farmers We pay smallholder farmers about 80% more than Fair Trade minimum prices. Ethical certifications are not a replacement for price transparency — we publish our prices in an annual transparency report and ensure our prices surpass the known cost of production for a farmer. We are dedicated to increasing price transparency for consumers, and anchoring our claims of ethical sourcing and prices in data.
Honest pricing without inflated markups While many grocery brands have raised their prices by over 15%, we haven’t increased our subscription rates and pricing since 2022, despite a 24% rise in our own costs. We price honestly and transparently, not opportunistically, reflecting the real costs behind every bag.
Exceptional quality, from farm to cup Our beans are fresher and higher quality than most premium grocery brands. Many supermarket coffees are roasted over a year ago and harvested up to three years prior, while our coffee scores a minimum 83.5 cup score per the Specialty Coffee Association’s grading — with some of our coffees as high as 86.75. Leading grocery brands typically score 80-82.75. Quality starts at the farm and is maintained through every step of our supply chain and roasting process, ensuring you get a superior cup every time.
Supporting a Canadian, women-owned small business By choosing our coffee, you support a local, women-owned business committed to paying living wages, reinvesting in ethical and sustainable practices, and fostering transparent, long-term relationships with producers.
To get detailed step-by-step Preparation guides for the most common brewing methods at home go here!
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