EssentialProfile: Puro Coffee


THE NATURAL CHOICE IN AN ETHICALLY LED COFFEE MARKET


Coffee houses can


feature real environmental projects the brand is involved in, such as a webcam featuring humming birds in an initiative launched with the help of David Attenborough


In 2006, a new brand named Puro, set out to challenge the status quo of Fairtrade coffee. Puro explains its journey to date and the concept behind the brand.


Fairtrade coffee had been labelled by some as being poorer in taste than its non-Fairtrade coffee counterparts. But with the vast experience in coffee blending that Puro says its parent organisation maintains, and the launch of a proactive nature project with David Attenborough, a change was put into action.


So what exactly has Puro done to warrant the title ‘The 18 Essential Café


Natural Choice’ and set itself apart from other Fairtrade coffee brands? Andy Orchard, marketing manager for Miko Coffee, the company who developed and owns the Puro brand, puts it down to three key factors: taste, values and demand.


QUALITY TASTE Miko has been roasting coffee since 1801. Its roasting plant is based in Belgium within close proximity to Antwerp – where much of the world’s best coffee comes into port. There is more than 200 years of knowledge passed down through the family run business and the company says it is this that enables a sophisticated selection of beans combined with precision blending and roasting. Miko feels it has withstood the test of time because of its ingenuity and adaptability, remaining a favourite producer of coffee throughout the journey. Thus, it was essential that Puro be Fairtrade certified, but not compromise on taste. At the end


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