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Did you know it takes 37 gallons of “embedded water” to make a cup of coffee? When you consider the amount used to grow, produce, package and ship the beans the 16 ounces drawn by a barista seems insignificant.
A hamburger requires 634 gallons.
Energy expense, discarded paper products and ware washing increase the impact and the importance of adopting sustainable practices. That’s why in this issue we emphasize the good work of eco-friendly suppliers.
Specialty Coffee Retailer believes that sustainability and conservation should be recognized and rewarded. From now on whenever we spot something that makes sense for the environment, we are going to acknowledge the effort, no matter how small. Whether it is the actions of an astute shop owner, or an innovative product or service, if it makes sense for the environment and makes “cents” for business, the effort will be noted with our newly minted ECOcents icon.
They may only be pennies but they sure add up.
How does the coffee industry measure up in the newly energized Green Economy?
The other day, I met author Richard Seireeni, whose book “The Gort Cloud” describes the invisible force powering today’s most visible green brands. These firms have a commitment to do good and make money, says Seireeni. "'Green’ has gone mainstream, and for many companies caring for the environment is not just a philosophy, it's a marketing strategy,” he says. “So how does a company that's genuinely committed to green principles differentiate itself from its greenwashing competitors?”
Genuine concern is more than slogans and charitable donations to save forests, whales and indigenous tribes. In his book, he cites Green Mountain Coffee Growers, a firm with the heart of a lion when it comes to defending organics, origin and fair trade.
“What do we mean when we say, ‘doing well by doing good?’ at Green Mountain?” asks Michael Dupee, vice president, Corporate Social Responsibility. “We work to integrate our values with our business operations. We're motivated to achieve success because the more profitable we are, the more good we can do in the world. For over 25 years, we have been on a deliberate journey to create and sustain a values-driven company that views profit as a means to achieve a higher purpose.”
It works: Green Mountain's first quarter earnings doubled to a record $13 million.
Not every venture can employ a vice president for social responsibility, nor can they allocate 5 percent of pre-tax earnings to social and environmental causes, but every supplier and shop owner can embrace sustainability. Choose products with an eye toward energy conservation, minimal waste streams and renewable resources.
After all, it makes cents. | 
