THE GREEN WHEEL ETHOS
We want to offer you the best quality Colombian specialty coffees we can. QUALITY is a BIG word, and for us at Green Wheel it encompasses more than great taste and freshness: it also means that we are committed to improving the lives and well being of all of the players in the chain, from the producers themselves, the communities in which they live in, the roaster, and finally to you, the end consumer. To live up to this immense RESPONSIBILITY, we believe that it is imperative that we invest in EDUCATION. Education at all scales as well, from producer to consumer, and of course, including ourselves. From how to improve production practices to minimize environmental impact, reduce costs or enhance taste to how to store and prepare your coffee at home or in the office to get the best out of it, we are constantly thinking and doing something to improve this. As you can see, these three pillars which guide us are intimately related and interdependent, forming a virtuous circle, our Green Wheel, that will eventually benefit all of us. If you drink better coffee, everyone else is happy.
In line with the above, we have decide to be part of the Pledge 1% movement, where we commit ourselves to donating 1% of our profits to good causes. What's more, we have made the decision to double this amount (2%) and to begin with have chosen to work on two fronts with resources assigned equally to each:
Acompañame a la Escuela: "Come with me to school ! " is a Colombian non-profit that collects funds and donates bicycles and shoes to rural school children that normally have to walk long distances to get to school, in many occasions forcing them to quit school prematurely. Take a look at their accomplishments on their webpage (link). What better way to do good: green transportation to boost education!
Reforestation programs in our coffee sourcing regions: Colombia (link to colombia) is one of the most bio-diverse regions in the planet. We want to keep it this way because we believe that by protecting biodiversity, we are really investing in our well being and that of future generations. You, me, the birds and the bees, rich or poor, we will all benefit. One of the best ways of protecting this biodiversity is by investing in reforestation in our area of influence. Not only will bio-diversity benefit, but we will certainly enjoy better coffee! We are currently working on finding the right partner to carry out this project and hope to have someone really soon.