Virtuous Coffee Co.

HOW FA I R IS YOUR COFFEE? A FRE E CO M PR E HE N S I V E G UI D E ON W H ERE YO U R CO FF E E R E A L LY C O M E S FROM.

BROUGHT TO Y O U B Y. . .

...SHOWING FARMERS SOME LOVE

CONTENTS Page 4/5

Types of Coffee.

Page 6/7

The Coffee Belt.

Page 8/9

The Numbers.

Page 10/11

Our Mission.

Page 12/13

The Outcome.

Page 14

Promotions.

T Y P E S O F COFFEE. You may not be aware that there are really only two strains of coffee.

Arabica and Robusta. Regardless of the fancy Italian and French names they are given, these are the two that really matter. With Arabica consuming around 70% of the market, it is clear that the majority of coffee is grown around south America, as this is where Arabica beans thrive. On the other hand, Africa/ South Africa will typically grow v.

THE COFFE E B E LT. For coffee to grow, the climate has to be just the right temperature. This means that it is mostly grown nearer the equator, and quite often in developing countries. The farmers of your coffee depend on the sale of their beans to ensure an income. Unfortunately, more than often these farmers aren’t getting all the profit they deserve, as little as 10% of $100bn earned per year is going into the hands of the 25m producers. So what can we do to change this and the lives of the growers?

T HE NU MBER S. People as a whole drink 500 billion cups of coffee per year. Thats a hell of a lot of coffee. The concerning aspect of this is that the average Arabica tree will only produce around 1/1.5lbs. of beans per year. To cope with he supply of demand, farmers are being bled dry for their beans yet still only get a fraction of what they deserve. Today, a cup of coffee will generally cost you around ÂŁ2.20, this would mean only 20p would go to the farmers, the rest ends up in the retailers and transporters pockets. This is why we want to evenly distribute our profits so everyone can live happily.

IT’S TIM E TO G R O W. We want to ensure coffee growers get the recognition they deserve by taking the profit made from the coffee and giving it directly to them. This means they can afford to live a bit more and improve their farms for the benefit of the quality of coffee produced.

Doesn’t that sound amazing? Studies show people are more willing to spend more on their coffee if it improves the quality and effectively a more ethnically produced coffee.

T HE O U T C OM E. So what will this all mean in the end?

For starters, the farmers will gain a huge amount from it. In turn the beans they produce will improve, they will be able to produce more yet still have a more satisfying lifestyle compared to the current situations, which are often threatened by coffee rust, a disease which effects all trees around the globe which renders the beans useless. Conclusively, we want to stop a potential coffee crisis before it happens. And you are the last piece in the puzzle.

U S A G N I T A E R N C O C E E E F F CO

A T US

N A IN

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Y M O H E AD T O YOUR N EAR ES T S U P E R M AR KE T O R VI RT UOUS COFFEE S TORE TO R E D E E M Y O UR P RO M OTION AL GOOD IE S.

£1 OFF YOUR FIRST INSTORE C U P.

EST MMXV

COFFEE Co

50% OFF YOUR FIRST BAG OF GROUND COFFEE.

25% OFF OUR F R E S H LY ROASTED BEANS.

EST MMXV

COFFEE Co

EST MMXV

COFFEE Co

VIRTUOUS COFFE E C O .

The coffee farmers best friend since 2015.