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Reads like a very good advertorial.
That's what I thought. I appreciate their working with indigenous people, and the under canopy stuff but the vagueness of the description of their competitors winds me up. What they're doing is good, obviously, but I feel like they're just comparing themselves to Nescafe or whatever, as if all other coffee production is completely destructive and exploitative.
The fact that the Easy Joe website has a line about how they don't offer instant coffee yet is a bit of a red flag in terms of their intended market - well meaning Guardian readers, who aren't that into coffee perhaps.
Nef-
true, it also won't be them per se working on the ground with the producers, that will be an intermediary or an ngo. I know a couple of these, one of whom works in Peru.
For clarity my day job is working for a green coffee company. We're a CIC and work as exporters and importers in Colombia, Rwanda, Burundi, Mexico and Timor Leste.
Matisse
Reads like a very good advertorial. I wonder who at the Guardian knows who at Easy Joes?
That said, the under canopy growing is quite important I think? Isn't deforestation for bigger coffee crop an ongoing problem?