EssentialProfile: Puro Coffee
of 2009, minister for development cooperation, Charles Michel, presented Miko with the ‘Be Fair Award’ for ‘Best New Fairtrade Brand’ for its sustainable Puro coffee brand. Hence, confirming that Puro’s mission to create a delicious Fairtrade brand has been successfully achieved.
PURO VAULES At Puro’s time of conception, Rainforest Alliance was building momentum in the UK, but Miko wanted to do something different, something more proactive with Puro. Andy says that Rainforest Alliance was promoting the concept of shade grown coffee, but the farmers were only obligated to have one type of plant/tree to provide this shade and typically this was banana plants. The company argues the result was that the majority of species that once inhabited the area within which the coffee plantation sits, would not be invited to return. The company says this caused a problem for those indigenous animals, and a plan to alter this consequence was formulated by Miko. To put this plan into action, Puro chose to partner
with the World Land Trust, a UK based land conservation charity whose primary focus is on buying and protecting land crucial for biodiversity. Andy reinforces that ‘partner’ is the key word, commenting that it is not in the company's interest to simply sign a cheque each month and commit money to a good cause; it is critical that the company is fully involved. Thus, Puro proactively works hand in hand with
the World Land Trust, to identify large pieces of land within coffee producing countries that are under threat, or require essential preservation and a percentage of revenue derived from Puro sales is committed to these
projects. Puro’s clients share in the success story because after all it is their custom that makes this all possible. To date, Puro has bought and protected more than 3000 acres of virgin rainforest in Ecuador. Furthermore, Andy takes time to highlight what a
positive effect the brand has had upon its client’s ethical and environmental policies as well as their establishments. Some have been transformed into mini- rainforests or some showcase Puro’s live webcam from the rainforest in Ecuador, which was launched by David Attenborough and features a hummingbird feeder. Puro says this provides the opportunity for the consumer to witness the salvation of these invaluable creatures, along with many others, and see what their support truly achieves.
MEETING THE DEMAND
Perhaps the most important factor for the success of the brand, is the strong consumer demand for ethically traded products within the UK. The company says this demand has now spread across the continent and enabled the Puro brand to create a strong presence in more than 15 other countries where Miko has offices. UK consumers as a whole really were instant advocates of what Fairtrade stands for and many recognise that without it, the coffee industry faces a bleak future. Miko says the sentiment that the people have expressed for those farmers who produce the coffee, and all of the workers involved in the process from bean to cup, has been a major driver for the entire movement and one that Miko has wholeheartedly supported.
More information: visit
www.puro.co.uk and
www.miko.co.uk or call Miko on 0800 496 39 39
The Puro brand works closely with the World Land Trust and has already won the ‘Be Fair Award’ for ‘Best New Fairtrade Brand’
Information about any advertisements appearing in this issue:
enquiries@essentialcafe.co.uk
Essential Café 19
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