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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⁣⁣


Wow, this is a tough topic. And one that keeps Simon and I up at night.

Here’s the situation: recently there has been a massive change in consumer opinions on packaging. This is awesome, I am personally a very conscious shopper and genuinely try to make the best decisions I can. I’m also a realist, and understand that makes good choices needs to be both convenient and relatively inexpensive, otherwise the masses simply won’t make them. The reality is, that the packaging industry is not in the same place as consumer demand.

We don’t need a handful of people doing sustainability perfectly. We need millions of people doing it imperfectly, always looking at sustainable improvements to their daily habits.

We want to make it easy for you to reduce your impact on the planet, and have spent an unreal amount of time learning about the packaging options for coffee. The tricky bit is that coffee beans need to be sealed in airtight bags that light cannot penetrate (that’s why glass doesn’t work). These bags must have a, outer layer, barrier layer and a heat seal layer to protect the coffee, as well as glue to hold it together. Traditional coffee bags are made from layers that are largely not recyclable, and certainly not recyclable when stuck together.

There are many, many packaging companies trying to nail this issue, and there are no perfect solutions (yet). All have pros and cons.

Simon and I feel a responsibility to educate ourselves, thoroughly assess the options available and make the choice that we believe in our heart of hearts, is the best on balance. The choice that makes it easiest to sleep at night!

After much research, we’ve chosen to use the True Bio Bag, which is made from completely compostable and biodegradable materials under EU EN13432 standards, which is the strictest standard in existence:

  • The outside layer is brown, unbleached kraft paper layer, which makes up app. 44% of the bag material used. The kraft used is Japanese and is of excellent quality, attractive visual appearance and with strong consistency in quality from batch to batch.
  • The centre layer of the bag provides the barrier, which has an oxygen transmission rate comparable to many barriers used today, and befitting water vapour barrier properties. This layer is made from wood pulp and coated with a very fine layer of aluminium. This layer as a whole is certified biodegradable according to the EU EN13432 standards, and makes up approximately 14% of the bag.
  • The inner layer provides the heat seal ability, and for this we use a European-made bioplastic, which is also certified as biodegradable after EU EN 13432 standards. This bio layer heat seals as well as any standard non-biodegradable plastic used as heat sealing layer in use today. This layer would make up some 40% of the bag, based on bag thickness. 
  • The one-way freshness valve (which vents any CO2 emitted by freshly roasted coffee beans) and zipper are both made from the same bio-plastic as used in the heat sealing layer. The functional stability is similar to any non-biodegradable valve and zipper available today.  
  • A German-made water-based adhesive is used to hold the layers together. This adhesive offers approximately the same strength as any traditional adhesive in use today for similar bag types.

These bags are double the price of a non-eco bag, but that's the cost of doing ethical business. I think it’s important to remember that there is almost always a cost associated with making the “right” decision, and people aren’t always able to pay it.

You have our word that Simon and I will continue to assess the best packaging options available. 

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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1 comment

  • Full of vibrancy and the right ethics ❤️❤️


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