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Puro is a brand developed by Miko Coffee and will become internationally synonymous with an excellent fairtrade coffee that strongly supports efforts to protect the rainforest in coffee producing countries.
Why is Puro different?
Many people feel that fairtrade coffee is poorer in taste than their non-ethical counterparts. We believe that ethical coffee should not compromise on taste. Puro is composed of 90% Arabica beans from Guatemala and 10% Robusta beans from Congo. This gives it a unique full-bodied taste with a well formed crema.
Puro is a Fairtrade coffee. Its’ higher price ensures that farmers are paid a fair price for their labour and produce. By buying green beans direct from farmers at guaranteed higher prices, we offer consumers the opportunity to use products which were bought on the basis of a fair trade.
Fairtrade tea and coffee costs well under a cent more per cup,but because growers get a much higher price for the greenbeans, it makes a big difference to them. Recognising that people are just one key part of the coffeetrade, Puro has forged a partnership with World Land Trust (www.worldlandtrust.org) a UK based charity that purchase, lease and manage, for protection, threatened native forest with exceptional biodiversity. They also develop programmes for health, education and alternative income generation with localpeople living near their projects.
What we are doing?
To get things started, we sponsored 200 acres of rainforest in Ecuador. On top of the 71p per kg that goes towards paying higher wages to the workers on our coffee farms, 1.8% of the final selling price of each KG of coffee sold is donated to World Land Trust and is used to protect further acres in South America. Another 1.8% of the final selling price of each KG of coffee sold is also given to the Fairtrade Organisation.
Why is Puro going a step further?
Rainforests are still being cut down at the same rate as they were 20 years ago. Farmers in these regions need to be educated as to the negative effects of this deforestation. Damage caused from logging by large multi-nationals and slash and burn agriculture needs to be undone. Areas of rainforest need to be protected and locals need to be educated to help ensure healthy ecosystems.