Building a sustainable business is central to Counter Culture Coffee's mission. We strive to be leaders in sustainable coffee and combine our commitment to buying high-quality coffee with respect for the natural environment.
Since the beginning, we have sought coffee that not only tastes good but also does good—for our local community and for all of the communities around the world where our partners grow coffee—and we continue to raise our standards as we make progress. Whether through our our Counter Culture Direct Trade Certification or our projects aimed at reducing our environmental footprint, our day-to-day decisions reflect our dedication to real environmental, social, and fiscal sustainability.
Our vision is to pursue coffee perfection by creating partnerships that ensure prosperity for all people, improving the natural environment and operating efficiently to minimize our environmental impact.
|CUPS Initiative||Sustainability Scorecard|
|Sustainability News and Events|
Our 2011 Sustainability Scorecard
In early 2008, as I compiled data for Counter Culture's first Sustainability Scorecard, I remember wondering whether the information would be interesting to anyone besides me. Some of the metrics in that first report, like the percentage of certified organic coffee we purchase, have continued to grow in relevance, whereas other metrics, like the percentage of delivery fuel replaced by biodiesel, have become obsolete.
In spite of metrics that have not stood the test of time, the act of measuring our progress and reporting on it publicly has become more and more integral to who we are as a company and how we define sustainability. We have eliminated a few categories from the Scorecard over the years – in some cases because we have refocused our energy away from an area, and, in others, because we have achieved our target of 100 percent enough times to make continued reporting moot – but for the most part we have added to the Scorecard as we have formalized goals and grown our partnerships and projects.
Five years later, I hope that our Sustainability Scorecard has proven to be interesting, and I look forward to its continuing evolution as we learn, focus and grow.