V(max)™ Coffee, the first retail Socially Sustainable™ coffee in partnership with Cima Coffee Farms™ launches at the
At V(max) Coffee, Socially Sustainable coffee is flown to market at the maximum possible speed to deliver coffee at its peak of freshness and deliciousness. Socially Sustainable coffee aims to transform the lives of millions of coffee farmers currently trapped in a life of abject poverty without food security. Through V(max) and its sister companies, farmers live productive lives filled with hope and dignity as V(max) enables their social sustainability at maximum velocity.
“I love the blend of art and science that I’ve experienced within the domains of both aviation and coffee. For truly maximum performance, you can’t have one without the other. V(max) Coffee was created so people could taste exceptional coffee while stepping into the shoes of the farmer that grew it,” said
V(max) Coffee also uses innovative Virtual DirecTrade™ technology to enable full transparency into the coffee value chain while maintaining the critical traceability between taste and place. Through Virtual DirecTrade, coffee drinkers from around the world are able to connect in real-time with the farmer that planted and harvested the coffee in their cups. The technology allows coffee consumers to communicate directly with coffee farmers and virtually experience the coffee farm via chat tools, live video, extensive photo galleries, and weather reporting.
Beyond connecting consumers with farmers, V(max) Coffee has partnered with
This aviation-centric, Socially Sustainable coffee will debut at the 31st Annual
To learn more about V(max) Coffee,
About V(max) Coffee
V(max) Coffee and its sister company
About Socially Sustainable
There is a devastating and ongoing crisis in coffee among the world’s coffee farmers. It has simply become impossible for the majority of the world’s farmers to make a sustainable living while growing coffee. Although many “Fair Trade” certification programs exist to alleviate these problems, it has often been written that “Fair Trade ain’t fair.” Indeed, due to high certification costs to farmers and negative returns, farmers are sometimes worse off under these types of certification programs than before.
Socially Sustainable® recognizes and prioritizes the farmer’s sustainability above everything else in the value chain. By determining the average cost to produce coffee, we average the cost by region and country, then pay farmers with a gross 20% minimum for each pound of coffee. This 20% profit provides the farmer a life filled with hope and the dignity that everyone deserves.
Read the full story at http://www.prweb.com/releases/2014/02/prweb11607831.htm
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