ADVERTORIAL
THE COST
BEHIND THE CUP
EVERY CUP YOU SERVE HAS A FOOTPRINT. COFFEE IS GROWN, TRANSPORTED AND ROASTED LONG BEFORE IT’ S POURED. WHEN IT’ S SERVED EVERY DAY, HOW IT IS PRODUCED MATTERS MORE THAN MOST BUSINESSES REALISE.
It starts the morning, carries meetings, fills quiet moments and keeps teams moving. In hospitality, it’ s always on – brewed, poured and served without much thought. And that’ s exactly why coffee matters more than we realise.
Because when something is used every single day, the impact of how it’ s produced adds up quickly.
Coffee doesn’ t arrive ready-made
It has to be grown, harvested, processed, transported and roasted. Each of these stages uses resources and energy, often across multiple countries. Across the global coffee industry, producing just 1kg of roasted coffee typically creates about 6.9kg of carbon emissions. That’ s a number most businesses never see, but it sits behind every cup served, whether it’ s poured for a customer, a colleague or a client.
For most businesses, coffee is chosen for practical reasons: consistency, taste, reliability and supply. Few operators are given visibility or insight into the environmental footprint behind it. Yet, when coffee is served daily, in large volumes, even small differences in how it is produced can result in meaningful long-term impact.
A different approach, starting on the farm
Puro Coffee exists to change that story. Rather than treating sustainability as an add-on or a marketing message, Puro starts where coffee starts: on the farm. Coffee is naturally a shade-grown plant. In healthy conditions, it grows beneath tree canopies, within forest systems that protect soil, regulate water and support biodiversity.
Over time, many farms removed those trees to increase yields. While this approach can raise production in the short term, it often damages soil quality, disrupts water systems and reduces wildlife. It can also leave
46 TRADE & TASTE / 2026