Clean coffee is the start.
But, The right mindset is the revolution.
Our Why: Rethinking Value
The narrative of coffee is traditionally woven with the enchanting allure of its aroma and the exotic allure of its high-altitude origins. However, our story takes a different path, one that begins with the fundamental principles of economics. Inspired by the innovative ideas of Mariana Mazzucato, particularly her 21st-century approach to value, we are on a mission to reshape how coffee’s worth is perceived and valued.
A New Perspective on Price
In our vision, the price of coffee should not merely reflect the whims of speculation but should instead mirror the true process of creation. We believe that every participant in the coffee journey—producers, roasters, and drinkers—plays an integral role in a vibrant, living system. Each one contributes unique value that deserves acknowledgment and fair compensation.
The Role of Producers
Producers are the backbone of the coffee industry. Their intimate knowledge of the land and dedication to cultivating high-quality beans set the foundation for everything that follows. In our approach, their work is not just another step in the supply chain; it is a vital element of the value creation process that should be recognized and rewarded appropriately.
Clean Processing and Courageous Economics
Clean processing is our baseline, ensuring that the journey from bean to cup is as ethical and sustainable as possible. However, our ultimate goal is to champion collective, courageous economics. This means embracing new models of collaboration and shared prosperity, where all stakeholders benefit from the coffee they help bring to life.
In rethinking value, we invite you to join us in creating a future where coffee is not only about aroma and altitude but also about shared economic success and sustainability. Together, we can cultivate a system that honors the true worth of every participant in the coffee journey.
“Culture doesn’t shift by chasing the masses. It shifts by empowering the few brave enough to go first”