Love Shack Coffee

For all of those in search of the perfect cup of coffee, Puro can help make it a reality for the novice beginner to the master barista.

Our unique blend of premium beans are precision-roasted for a rich, smooth aroma and produce the smooth velvety crema synonymous with great coffee. Sourced with European expertise from the finest fair trade growers, once lovingly picked, Puro coffee beans are precision roasted with high tech European machinery, sealed and stored in ideal conditions for immediate consumption.

It's taken many years of industry knowledge and a quest for consistently great Fair Trade coffee that makes our team experts enjoy the fruits of their labour of love and sample the distinct but sophisticated espresso flavour of Puro; every day. But don't just fall in love with Puro espresso coffee for the taste... every kg of Puro coffee sold helps in a small but significant way towards protecting the worlds rainforests.

When coffee prices fall it can have a catastrophic impact on the lives of millions of small scale producers, forcing many into crippling debt and thousands others to lose their land, homes and destroy their quality of lives. Many of the farmers are actually making losses on their crops as they are forced to sell at drastically low prices.

The Fairtrade Organistion has set the standard to help lift working conditions and improve the lives of people that work in the coffee growing dependant communities in the developing world. Puro recognises the need for Fairtrade and is proud and committed to purchase all of its' beans responsibly; certified by the Fairtrade Organisation.

Coffee is grown by small farmers or plantation workers, who are meticulous about their business and generally pick their crop with great care. They have often grown up knowing nothing else but coffee, with their forefathers teaching them the tricks and trades of the industry so they have become agricultural masters. They talk passionately about their beans, their way of life, and their families and their passion and care can be tasted in every cup of Puro.

Rainforests once covered 14% of the earth's land surface but now they cover a mere 6%. Experts estimate that the last remaining rainforests could be consumed in less than 40 years. Within the next quarter of a century, nearly half of the world's species of plants and animals could be destroyed or severely threatened due to rainforest deforestation.

At Puro we see no sense in industry growth at the expense of community and the welfare of our planet. We aim to assist in every small way in halting the deforestation of our planet and are proud to have teamed up with the World Land trust to assist in making it an economic reality. Helping local people improve living conditions without compromising their natural resources is vital.

The World Land Trust conserves biodiversity by protecting threatened habitats and, in cooperation with local partners and communities, helps to ensure that they are managed sustainably. Puro has already purchased over 1355 acres of rainforest area in Ecuador which is nearly an area the size of the City of London. This figure is growing weekly and for every kg of espresso beans sold, money is given to buy and protect areas of rainforest.

Vegetal food products carrying the BIO guarantee label are the natural harvest of unforced plants. For their cultivation, no artificial fertilizers or chemical agents may be used. The BIO inspectors will see to it in a very strict manner that the soil fertility is improved by means of proper organic fertilizers and through crop rotation. Weeds control will be done in ‘the old way’: by hand, by sickle, by hoe or by mechanical weeder. Many hours of hard labour. The higher price tag is therefore logical, however: ‘Quality is not expensive, it’s priceless’.

Puro wants to attract its customers’ attention to the fact that BIO products by themselves do not form an alibi for unhealthy eating patterns. Also to be taken into account for some BIO products are the so called ‘food miles’: for instance a BIO tomato out of Spain – due to the transport involved – burdens the environment much more than a ‘regular’ and locally grown NON-BIO tomato! Local crops are therefore frequently ‘greener’ than their equivalently imported BIOlogical products!

As the ‘food miles’ related to green coffee beans do not cause extra environmental burden, Puro has decided to expand its Fairtrade product range with a BIO version. Call it a conscious choice with a social undertone. Although coffee in the BIO-Fairtrade segment has been swamped with green coffee beans from the Mexican Chiapas region, Puro has consciously avoided this region. Why? The average per capita income in Mexico is 10,100 USD, that of Ethiopia only 800 USD!

After the exclusion of Mexico, the choice regarding green coffee beans that are both Fairtrade approved and allowed to carry the BIO guarantee label is very narrow. After two years of intensive search, our international BIO testing panel with coffee experts from Italy, Belgium, the Netherlands, France and England has achieved a truly astonishing end result. So, surprise yourself with this secret BIO Puro blend, and do the BIO taste test. Even more seducing than Eve’s ‘Apple of Sin’. But… this time you are truly helping to save the Garden of Eden!

The World Land Trust is an international conservation charity (Reg. No. 1001291), based in Halesworth, a rural town in Suffolk, UK. Since its foundation in 1989 as the World Wide Land Conservation Trust, the World Land Trust has been working to preserve the world's most biologically important and threatened lands, and has helped purchase and protect over 375,000 acres of habitats rich in wildlife, in Asia, Central and South America and the UK.

To protect and sustainably manage natural ecosystems of the world. To conserve their biodiversity, with emphasis on threatened habitats and endangered species;
To develop partnerships with local individuals, communities and organisations to engage support and commitment among the people who live in project areas;
To raise awareness, in the UK and elsewhere, of the need for conservation, to improve understanding and generate support through education, information and fundraising.

An essential part of the World Land Trust's philosophy is always to work through local partners. We believe too many organisations ignore the opinions of local NGOs and try to impose management systems on them. The WLT tries to empower local NGOs by providing finance for land purchase, and also for other activities if the local partners request it. We have been able to provide a wide range of assistance, including equipment (computers, GIS), technical advisors on short term contracts, publications and reference books.

The World Land Trust differs from most other international non government organisations. It emphasises the importance of supporting local conservation groups and always work through local partners. Unlike the majority of international organisations the WLT does not put its own staff in charge of operations, but relies on local expertise.
The World Land Trust depends on public donations to assist with land purchases. Although the WLT raises funds for purchase overseas, the management and ultimate ownership is with the appointed local conservation group. The WLT is strongly opposed to "green colonialism".
The World Land Trust assists with technical expertise, such as marketing, fundraising and publicity when requested, but wherever possible supports the development of local expertise, by funding study tours and training.
The World Land Trust encourages small-scale, sustainable development, so that projects can become financially independent. This is in contrast to many international projects that have lavish funding initially, but are not sustainable without grant aid.
The World Land Trust believes that it is important to be able to quantify results, and that the area of land now under active conservation by WLT's partners is the best ambassador an organisation can have.
The World Land Trust does not hoard reserves of cash – it tries to have enough funds for three months operation, but believes it should spend as much as possible on land purchase and management, and the development of sustainable income for the reserve.

The World Land Trust depends on public donations to assist with land purchases. Although the WLT raises funds for purchase overseas, the management and ultimate ownership is with the appointed local conservation group. The WLT is strongly opposed to "green colonialism".

The World Land Trust assists with technical expertise, such as marketing, fundraising and publicity when requested, but wherever possible supports the development of local expertise, by funding study tours and training. The World Land Trust encourages small-scale, sustainable development, so that projects can become financially independent. This is in contrast to many international projects that have lavish funding initially, but are not sustainable without grant aid. The World Land Trust believes that it is important to be able to quantify results, and that the area of land now under active conservation by WLT's partners is the best ambassador an organisation can have. The World Land Trust does not hoard reserves of cash – it tries to have enough funds for three months operation, but believes it should spend as much as possible on land purchase and management, and the development of sustainable income for the reserve.