MILAN – Yesterday marked the launch of the Earth Optimism event, where Sir David Attenborough, amongst a lineup of other famous conservationists, look to promote optimistic stories happening in the world of nature, conservation and species preservation. An event based on the ideology that we inspire positive change through stories of hope rather than stories of doom and gloom and negativity.
Naturally they reached out to Puro to showcase the incredible conservation achievements made possible by a global community of conscious coffee drinkers and Puro’s exclusive partnership with UK based land conservation charity, World Land Trust. This partnership now celebrates more than 400km2 of rainforest saved across 15 Puro rainforest reserves, in 11 coffee producing countries.
As part of their Solutions Fair, Andy Orchard from Puro Coffee explains to attendees how they can make more sustainable choices when buying coffee.
“Coffee in its Arabica form is a thirsty, shade-loving tree, mostly found in the tropics within regions rich in biodiversity.
Consciously grown, it can support native trees towering above it, continuation of habitat teaming with life and requiring only its composted fruit returned to the soil for fertiliser.
Sadly, all too often, forests are stripped, coffee inter-planted with guavas and bananas for shade and additional income sources, biodiversity suffers, species move out of the area and chemical additives are added into the soil to promote good harvests. Conventional coffee has become one of the most chemically treated agricultural products in the world. And as humanity’s demand for coffee keeps growing so too does the land required for its growth.”
Andy explains that ultimately one should look for coffee offerings that are Fairtrade and Organic certified, which demonstrate a genuine effort to add-on to these base level certifications through additional cause driven efforts. He also draws attention to the need to pay homage to the people and land responsible for its production.
Learn more about the Earth Optimism event and watch Puro’s story of hope here:
https://www.earthoptimism.cambridgeconservation.org/solutions-fair/kitchen/puro-coffee/
