Epic coffee that's better for you, for farmers and for the planet.
That's our approach to coffee. We don't think that success in business should come at the expense of other people and the environment, so we're determined to do our value chain justice from every angle.
Better for you
Your cup of TRUESTART Coffee is protected by the highest standards of quality assurance in the world. It is produced using only the very best Colombian Arabica beans, which are hand-picked at high altitude for their distinctive, beautifully balanced aroma, enlivening flavour and delicious nutty undertones. Our sourcing also takes into consideration the caffeine level, to ensure your cup is perfectly balanced. We're hot on pesticide regulation and our coffee is routinely sent to independent labs in the US to ensure that there are no traces of funny business.
There's a reason our instant coffee tastes so fresh. Our beans are gently roasted, ground, then extracted with water to recover the flavour and aroma, in a similar way to a coffee percolator. Our coffee is then delicately freeze-dried, not spray-dried, meaning the quality of the flavour and aroma are protected by the very low temperature and gentle drying conditions. TRUESTART's Caffeine Control™ technology uses water and no synthetics at all, so the result is an incredibly smooth and rich soluble coffee that is full of character and ensures an epic start to your day.
TRUESTART Hero flapjacks are made in Wales using premium, 100% natural ingredients.
Better for farmers
I used to live in Colombia and am passionate about the country - farmer welfare is so important. All TRUESTART Coffee beans are sourced from well-motivated farmers in Colombia, where farmers are far less likely to be affected by stock market fluctuations in price than farmers in some other countries.
As a result of coffee’s enormous economic importance, the coffee growing community in Colombia has a specific historic structure. Colombia doesn’t have huge farms of thousands of acres of land owned by one person. Instead, the industry is defined by the fact that over 90% of the coffee-producing land is owned by small farmers that have less than 2 acres each. Colombia is also the only coffee-producing nation to have a supporting National Federation of Coffee Growers, which provides an economically and socially viable alternative to Fairtrade by negotiating government subsidies if the stock market price falls significantly. That’s what makes the industry less vulnerable and an attractive business for more than 500,000 families.
Farmers growing TrueStart Coffee beans are also part of a major support and social welfare foundation called the Red de Apoyo Social. The foundation receives significant investment to support coffee-growing communities in 6 major focus areas; nutrition, education, entrepreneurship, support in calamities and natural disasters, improving quality of life and environmental and sustainable development.
90% of the profits in the coffee supply chain come from roasting, and when beans are roasted outside of the developing countries in which they are grown, the local communities lose out on income that they desperately need. For this reason we have chosen to roast every single TRUESTART Coffee bean at source, over in Colombia. It is freshly ground here in the UK.
Better for the planet
A "use once" attitude towards plastic is destroying our planet and killing wildlife on the land and in the sea. We are so proud to say that TRUESTART Whole Bean and Fresh Ground Coffee is the first food and drink product in the UK to use the revolutionary 100% biodegradable pouch from Tekpak.
We plan to move the rest of our packaging to sustainable options as soon as possible.