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Sustainability & Choosing Kind

Sustainability & Choosing Kind

Simon and I believe in being a brand that makes people feel wild for life, without compromising on ethics - that means both people and the planet. 

Our approach is pretty simple - we don't judge at TrueStart's success simply by our bottom line. We look at our impact on people and the planet, in every single part of the business. 

Your vibe attracts your tribe. From supply chain to our own team, we work with people who put people first. 

Morals and ethics are ultimately subjective and we want to encourage people to make positive changes and be kind to each other and the planet. It makes us sad to see the amount of negativity out there, such as people scrutinising individuals or small organisations that are trying to do the right thing, but are not doing it perfectly. We are determined to give people the energy and confidence to make their own difference.

There is no such thing as perfect. And we don’t need a handful of people doing things perfectly - whether it's sustainability or anything else. We need millions of people doing it imperfectly, always looking at sustainable improvements to their daily habits. Always being conscious. And always choosing kind.

Rainforest Alliance Certification

We are SO proud to say that all our Cold Brew Coffee is from Rainforest Alliance Certified™ farms. Being Rainforest Alliance Certified means that our coffee farms meet high standards in several areas including:

🌱 Sustainable farming, biodiversity conservation & improved livelihoods and human well-being⁣⁣

🏔 Responsible land management – helping protect endangered species and using natural resources wisely⁣⁣

🤝 Respecting the rights of local communities and indigenous people - benefiting their social & cultural development

🌎 Helping to mitigate climate change and secure the long-term supply of great coffee⁣⁣

Bags of Good

We are extremely proud to be making a genuine difference to the lives of a community of women in Chilomoni, Malawi, which is one of the poorest communities in the world. 

Click here to find out more about our beautiful up-cycled hessian coffee sack bags, created by talented female tailors who benefit from a stable income, good working conditions, pensions, holiday pay and sick pay as a result. 

This is a non-profit initiative that makes a real difference to real people and makes us warm inside.

Click here to treat yourself to a feel-good shopper or duffel bag now! 

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  • Full of vibrancy and the right ethics ❤️❤️


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