ADVERTORIAL farms more exposed to rising temperatures and unpredictable weather patterns.
Puro supports farmers who are bringing trees back into coffee farming through agroforestry. Coffee is grown alongside trees, rather than instead of them. This improves soil health, reduces erosion, stabilises water sources, supports wildlife and naturally absorbs carbon. These farming systems are more resilient over time, helping to protect both livelihoods and landscapes.
More than 3 000 smallholder farmers benefit directly from Puro’ s Fairtrade relationships.
Because of this approach, Puro coffee has a much lower carbon footprint – around 2.1kg of carbon per kilogram of roasted coffee. This reduction happens as a direct result of how the coffee is grown, not through offsets or added interventions later in the process.
The land impact tells an even clearer story
To grow 1kg of roasted coffee, about 13m 2 of land is needed each year. With Puro, that same purchase helps protect roughly 30m 2 of rainforest through long-term conservation projects. In simple terms, more forest is protected than used, and that protection continues year after year as coffee is sold.
This protection happens through Puro’ s partnership with World Land Trust, which focuses on buying and permanently protecting threatened rainforest. Since the brand was founded, nearly 250 000 acres of rainforest have been secured, keeping around 60 million trees standing and storing over 10 million tonnes of carbon.
And it’ s not just about forests far away. You can explore the conservation and social projects supported by Puro at www. purocoffee. com / social-initiatives.
More than 3 000 smallholder farmers benefit directly from Puro’ s Fairtrade relationships. Fair pricing and consistent demand mean farmers are not forced to clear additional land simply to survive. Instead, they are able to invest in their farms, improve working conditions and support their families. Stronger farms lead to healthier ecosystems – and a more secure future for coffee itself.
A practical choice for South African businesses
For South African businesses, this isn’ t about perfection or major operational change. It’ s about making a better everyday choice. Puro works with existing machines, menus and service models. It’ s easy to explain to staff and customers, and it aligns naturally with how many businesses already think about quality, consistency and responsibility.
Coffee is already part of your operation. You’ re already serving it, every day. Choosing coffee that gives something back doesn’ t require extra effort – just a more considered decision.
And when that decision is repeated cup after cup, the impact is anything but small.
Learn more...
Puro Coffee – Sustainability, projects and impact: www. purocoffee. com
Fact-checked data and sources: www. purocoffee. com / factcheck
Miko Africa – Local supply, service and coffee solutions: www. mikoafrica. co. za
Pretoria: 012 543 0067 Western Cape: 021 557 5814 Eastern Cape: 043 721 1995 Namibia: + 264 61 234 785
2026 / TRADE & TASTE 47