For every kg of Puro fair trade coffee espresso beans sold we give money to buy and protect areas of rainforest in South America.

Press And Articles

17/01/08 Puro Coffee Launches Groundbreaking Rainforest Webcam Project

Puro, a leading brand of Fairtrade organic coffee, and the World Land Trust announce the groundbreaking Webcam in the Forest project which was launched in London today by Sir David Attenborough.

Puro, a division of Miko Coffee, works in partnership with the World Land Trust to purchase and protect areas of precious rainforest in South America. Launched in 2006, Puro is on its way to protecting a 4,500 acre rainforest reserve in Ecuador containing thousands of species of plants and animals that inhabit the important ecosystem.

Launched in London today by Sir David Attenborough, a World Land Trust patron, the Webcam in the Forest project is part of the Trust's ongoing commitment to utilising the potential of the Internet as a tool for conservation. With an emphasis on raising awareness of an ecosystem critical to the survival of our planet, the project seeks to give people a "window to the wonders of the rainforest".

Puro has worked closely with its clients to promote the environmental cause to consumers through a range of promotional merchandise heavily focussed on awareness and support of the World Land Trust and its valuable work. The webcam project will enable live video and virtual tours of the rainforest to be transmitted via the Internet to cafes, bars, and restaurants throughout Europe.

Andy Orchard, Marketing Manager, Puro commented, "We are now serving close to 4 million cups of Puro a month around Europe and we are proud to be supporting the World Land Trust on such an important project."

"We believe that the webcam project will not only be a unique and fascinating feature in our clients' cafes, but will also help consumers to further identify with the important cause they are supporting. It's amazing to think that someone enjoying a Puro coffee in Europe can fully appreciate the beauty of the rainforest in South America via the power of the Internet."

For press enquiries, please contact Andy Orchard on (07814) 039491 or aorchard@miko.co.uk For more information about Miko Coffee call 0800 496 39 39 or visit www.puro.co.uk

Puro Fairtrade Coffee from Miko Helping to Protect Rainforests

“Puro proudly pioneers a new era of socially responsible espresso marketing that uniquely combines Fairtrade sourcing with Rainforest and World Land protection benefits.

Money from the sales of Puro helps buy and protect precious rainforests and also ensure that third world growers get a fair and sustainable deal.

Today's consumers are more discerning and sophisticated in their tastes and more educated in their choices.

Competing within the growing (but overcrowded) supply market, Puro believes that businesses and consumers alike should feel good about purchasing Puro coffee...... not just for the delicious taste.”

Is it the customer satisfaction of superbly rich and sophisticated espresso based products? Or is it the knowledge of Puro's ongoing commitment to the quality of grower’s lives and the conservation of rainforests?

A Commitment to Rainforest Protection

It’s widely regarded that rainforest devastation is one of the greatest threats to the world, wiping out oxygen producing vegetation that is often referred as the earth’s ‘lungs’. Working alongside the World Land Trust, Puro has already purchased a reserve of over 200 acres of rainforest land in Ecuador (which is an area equivalent to over third the size of the City London). For every kg of espresso beans sold, money is given to buy back

and protect more area of rainforest. Socially conscious celebrities such as Sir David Attenborough, Bill Oddie and David Gower are World Land Trust activists and passionate supporters of the scheme.

Some of Puro’s clients – like the well known Hive Café in Dorset - are donating extra money from each cup sold to purchase their own area within the Puro rainforest reserve.  For the sake of the earth’s ecological welfare, it’s a sound investment for future generations.

A Taste for Coffee Lovers

Coffee Experts, businesses and consumers that have trialled Puro coffee have raved about the taste. The unique blend of premium beans are precision-roasted for a rich, smooth aroma and produce the velvety crema synonymous with great coffee.

Puro Fairtrade Coffee Guarantees a Better Deal for Producers

Puro recognises the need for Fairtrade and is proud and committed to purchase all of its beans responsibly; certified by the Fairtrade Organisation. When commodity prices fall it has a dramatic flow on effect to the people and their communities. Typically it is the workers that suffer most. It often has a catastrophic

impact on the lives of millions of small-scale producers, forcing many into crippling debt and thousands to lose their land, homes and destroy their quality of lives for the sake of corporate ‘power’ profiteering. This is neither ethical nor logical.

If such trends continued, the long-term future of coffee growing could be grim indeed. That's why Fairtrade plays an essential part in the long-term sustainability of the coffee industry and the welfare of its' people. It’s only fair!

Distribution and Where to find Puro Fairtrade Coffee

Puro’s coffee taste and ethos has been embraced enthusiastically by the trade and is distributed (B2B) to boutique cafés, bars, hotels and restaurants throughout the UK.

Puro provides on-site Barista training, high quality machinery, expert service and a reliable supply of premium blends of coffee to all of its’ clients. In addition, eye catching point-of-sale such as posters, menus, pavement signs etc. are available to help create a professional ambience and an awareness of Puro’s values.

ENDS

Note to Editor

Puro is the new brand from Miko Coffee. Puro’s ethos is about achieving differentiation and organic market growth through a driving enthusiasm and passion for people, for the environment and for coffee.

For press enquiries, please contact Andy Orchard on (07814) 039491 or aorchard@miko.co.uk For more information about Miko Coffee call 0800 496 39 39 or visit www.puro.co.uk