America is fixated on attaining its energy from the almighty coffee bean. From fast food chains, grocery stores, cafes, or Starbucks, over half of the population is running into these locations for their morning “kick in the butt!” One coffee chain, however, is paving a way not only to greener business, but to greener growing. Peet’s Coffee and Tea started off as a small coffee roasting company created in 1966 that prided itself with specialized coffee beans and complimentary customer care. Since its beginning, Peet’s has sought to uplift everything in which it’s engaged, from its coffee growers to its customers. Peet’s supports organizations and programs that educate growers on improving their coffee quality; that way, we all win! In addition to progressing their quality of coffee, Peet’s also strives to improve its farmers quality of life. Since 2000, Peet’s coffee has been actively involved in Technoserve’s East Africa Initiative. Technoserve is a company that empowers people in poor rural areas through business training. Additionally, Peet’s has become highly involved with KIMSSA (Kidane Mehret Self-help Association) which is an Ethiopian tutoring and vocational school for underprivileged children, which coincidentally is also run by one of their long time coffee suppliers. The Butterfly School is another one of Peet’s benefactors since the coffee company has helped fund the creation and activities of the school that is located in the remote highlands of Papua New Guinea. In addition to funding socially responsible and beneficial institutions and projects, Peet’s also follows a strictly green regimen when it comes to the creation of its coffee. The coffee beans are roasted in the nation’s first LEED (Leadership in Energy and Environmental Design) Gold certified roasting facility, developed by the US Green Building Council. This means that they reduce their energy use by forty percent due to their innovative heat exchange technologies and HVAC systems. Furthermore, their water usage is reduced by eighty-seven percent because of their efficient landscaping and irrigation systems. Whether it’s a mocha latte, Frappacino, or just a plain old cup of coffee, Peet’s is now providing a way for Americans to enjoy their daily beverage guilt-free and consciously-safe. After all, who said quality and quantity can’t go hand in hand? Have YOU helped save the world today? For more information, visit: peets.comWant to become a Social Firestarter? “Like” us on Facebook or follow us on Twitter @ BrushfireMG
