The Earth matters to us...

And coffee just is cutting it. That’s right, coffee farms are cutting down our forests - and we think that’s f*cked up.

Studies show that for every cup of coffee consumed, an average of one square inch of rainforest was destroyed. As a $10 billion industry and the second most consumed beverage in the world, that’s a ton of deforestation. Not to mention the chemical runoff, polluted waters, soil erosion, land degradation, dead wildlife and overall ecosystem destruction - all of which have been directly linked to coffee farming.

We get it - you get it. Now let’s make some changes.

As the consumer, you have the power to decide what you drink every single morning. And believe it or not, your choices define the market, which in turn determines what is/isn’t farmed.

By choosing roo.bru as your cuppa wake-me-up, you’re fighting the good fight against serious deforestation.

Not only do we operate on a fair-trade model that emphasizes sustainably sourced ingredients. We also commit a percentage of our annual sales to One Tree Planted, a non-profit that actively rebuilds ecosystems. Furthermore, we’ve worked hard to create sustainable packaging. Our Joey pouches are made from 40% post-consumer recycled plastic in an effort to reduce waste. As we grow, we’re hoping to develop even more sustainable packaging initiatives, with the goal of being carbon-neutral by 2023.

Let’s stand together, against coffee, for a better Earth.

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