Fair Trade Coffee That Has a Conscience
We’re passionate about coffee and we know you are too – which is why Joffrey’s is committed to roasting the best beans in the world. Producing premium coffee is about taking care of our beans every step of the way, but there’s more behind the brew than you think. Farmers, hard-working communities, an incredible amount of knowledge and of course, the environment are key components to growing the finest coffee possible.
The first step to a beautiful cup of coffee is showing appreciation for the environment it was harvested in. Joffrey’s is proud to align with Disney to support one of our favorite growing regions, Alto Mayo in San Martin, Peru. The ecosystem of Alto Mayo plays a critical role in the survival of Peru’s widespread fauna and flora, and with the launch of the Alto Mayo Protected Forest project, we can help keep it alive.
To support coffee farmers who participate in the Alto Mayo Protected Forest project, we sourced a single origin coffee to promote sustainable, environmentally friendly farming practices in Peru and you’re going to love it! Before you try a cup, you should know about the impact you’re helping us make just by drinking it.
Why Revitalize Alto Mayo?
For decades, the Amazon forest has been shrinking due to farmers cutting it down for new crop space, otherwise known as clearcutting. Although the production of new crops is positive looking from the outside in, this type of non-sustainable farming contributes greatly to deforestation. Clearcutting can cause an increase in carbon dioxide emissions, threatening the lives of many animals and plants in the forest. The San Martin area is particularly in critical danger, but the Alto Mayo Protected Forest project seeks to change all of this. As a supplier and roaster of the coffees offered at select signature restaurants at Walt Disney World® Resort and Disneyland® Resort, Joffrey’s is invested in supporting sustainable practices and working with farmers engaged in the project. We are excited to align with Disney to bring this high quality bean to Walt Disney World® Resort and Disneyland® Resort guests. Why, you ask? Because sustainable coffee farming can help deforestation while delivering our fans another delicious brew – and that makes us feel amazing!
Earth Friendly, Animal Loving, Sustainable Goodness
Joffrey’s has always been proud of the relationships we build, whether they’re with our customers or suppliers. We first learned about the Alto Mayo Protected Forest project from Disney’s work with Conservation International (CI) – a global nonprofit organization working to build a healthier, more prosperous and more productive planet. Disney helped CI launch a ground-breaking project in the Alto Mayo region of Peru, which is helping support coffee farmers to grow coffee in a way that helps the farmers be more productive while protecting the environment. When we heard about this amazing work, we welcomed the opportunity and were anxious to learn more. So naturally, we sent our Roastmaster, Chris DeMezzo, to experience it.
And what an adventure it was! After landing in Peru, Chris and his team set out for the farm. First they rode mules and then took a ferry across the river. After drifting across the river, the team hiked an hour and a half through the Amazon to the reserve.
“When we got there, I pulled the farmers aside to get a sense of how they liked working with Conservation International (CI). They had nothing but positive things to say. Then I sat down with CI and asked questions about their involvement and what they’re doing – and concluded that it’s the real deal,” said Roastmaster, Chris DeMezzo. “I felt so good about moving forward with the project.”
The Alto Mayo Protected Forest project also gives coffee farmers the tools, education, funding, and wages they need to use environmentally friendly practices, and employs workers to help maintain sustainable farms. This means that the project is saving hundreds of thousands of acres of endangered species’ habitats, and is curbing greenhouse gas emissions caused by deforestation.
“Meeting the farmers was a humbling experience. I wanted to make sure that they understood that I appreciate and understand all the hard work it takes to produce a good coffee. During our first meeting, I was showing them pictures of all the cafes that serve our coffee at Disney Parks. I wanted them to know that this is where their coffee was going – and for them to be as proud as they deserve to be!” Roastmaster, Chris, shared regarding his visit.
Farmers and their communities will get an economic boost, the air will be cleaner, the forest is conserved, majestic animals keep their homes, and we get top quality sustainably grown coffee in our cups. Who could say no? Next time you buy Joffrey’s coffee online or sip on our coffee at Walt Disney World® Resort or Disneyland® Resort, you can take solace in the fact that you’re drinking coffee with purpose!
The Story Behind Sustainably Grown Coffee
Sustainable coffee farming replenishes nutrients to the soil to keep it healthy and rich. Rich soil produces better beans and better tasting coffee. Would you want anything less in your coffee?
Growing more fair trade coffee is a wonderful thing. But the gleaming story behind this project is that it impacts the lives of the producers in an incredible way. In return for using sustainable coffee farming methods, families are not only being paid more, but they’re receiving access to certain benefits and technologies that they didn’t have before (cooking stoves are just one example). The project also rehabilitates family farms that have been destroyed by Roya, a fungus that devastates coffee farms and financially devastates the families that live and work on them.
The Alto Mayo Protected Forest project doesn’t focus on coffee farmers alone, it helps families that farm shrimp, rice, cocoa, and tea too. When you buy this coffee online or purchase a cup of this coffee at select restaurants at Walt Disney World® Resort and Disneyland® Resort, you’re not just buying a memorable beverage; you’re helping improve the lives of families that call this region home.
If this coffee supports animals, why shouldn’t it support the planet too? Protecting the Alto Mayo Protected Forest doesn’t just benefit the local ecosystem; it benefits the Earth entirely. Since CI’s work started with their key partner- Peru’s National Service of Natural Protected Areas, the project has generated over 6 million tons of emissions reductions. This is like removing over 1 million cars from the roads for an entire year. If that’s not progress, what is? Of course, there is still much work to be done.
Ordering the Alto Mayo Protected Forest coffee online and enjoying a cup at select restaurants at Walt Disney World® Resort and Disneyland® Resort are two ways you can support the Alto Mayo Protected Forest project. Beyond that, you can take care of the environment every day in small ways that add up to huge gains.
As a consumer, you have quite a bit of power because you can also support environmentally sustainable companies. The more you support companies that do business responsibly, the happier our planet will be. Animals, plants, and people all share the same Earth. Why not make it a better place for ourselves, our kids, and generations to come?
Support the cause. Click here to order Joffrey’s coffee online.