Look for the Frog!

[Rainforest Alliance Logo]
It all starts with a frog.

At Fresh Roasted Coffee, we source coffee beans from literally all over the world, but we take particular pride in our Rainforest Alliance certified selections. What’s that, you say? You don’t know about the Rainforest Alliance?

Frogs are found on every continent except icy Antarctica. The Rainforest Alliance uses the frog because they’re considered an indicator species. Indicator species can tell us how healthy or unhealthy a particular environment is, which means when something is wrong, oftentimes the frogs feel it first. The certification seal of the Rainforest Alliance means that the farm or co-op has been audited to meet the rigorous standards of environmental, social, and economic sustainability.

For a coffee farm to become certified, they must meet criteria specified by the Rainforest Alliance Sustainable Agriculture Standard – and show that they’re continuing to maintain them through regular audits. The Standard is based on the principles of biodiversity conservation, improving livelihoods and human well-being, resource conservation, and effective farm management and requires continual improvement in these areas.

The Rainforest Alliance supports farmers from every continent on which coffee is grown. By encouraging farmers to manage their farms in such a way as to protect the surrounding environment, coffee can grow in harmony with nature. By promoting improved living and working conditions, gender equity, and education for children, the Rainforest Alliance fosters respect from workers and communities. By gaining and maintaining Rainforest Alliance certification, farmers can run their farms more efficiently, command a better price for their crops, and reach new markets.

What does all this mean for the average coffee drinker? If the farmers are able to improve their farms and pay their workers more, the entire region benefits. If more sustainable practices are employed, then these farms can continue producing coffee for the next generation. If we ensure these coffee farms are vital and sustainable, we can help the long-term viability not only of the drink we all love, but that of the whole planet! As if this weren’t enough, we also get better coffee beans. Try them, and we think you’ll agree.

Currently, Fresh Roasted Coffee has RFA selections available from Bali, Sumatra, Java, Timor, Flores, Brazil, and Honduras, though our lineup of available coffees changes seasonally and we’re always on the lookout for better beans for our customers. Most of these selections are USDA Organic certified, and also available unroasted or in recyclable/compostable coffee pods.

So next time you’re on the lookout for a new coffee, consider looking for the frog. You’re not only getting great coffee – you’re also doing something great for all of us!


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