Greenwashing?
No, climate positive!
Greenwashing is a marketing technique used by an organization to create a misleading image of environmental responsibility.
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In 2020, we funded and commissioned a comprehensive study of the carbon footprint of specialty coffee—from cultivation to delivery. It was the first analysis of its kind on a global scale. Today, the data we compiled serves as a benchmark for several other roasters committed to environmental stewardship.
We actually hold two separate carbon neutral certifications, which cover both our entire operations and all of our products. Our carbon credits are invested in Carbone Boréal—a program managed by researchers at the Université du Québec à Chicoutimi—which supports remarkable sustainable reforestation work in northern Quebec. We have also chosen to double our compensation, which gives us the exemplary status of “climate prevention”.
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We collaborate with several small and medium-sized producers with impeccable sustainable practices. These experienced producers have mastered organic farming methods such as shade growing, hand-harvesting, the use of organic fertilizers, mixed farming, and wastewater reuse and remediation techniques. Their ancestral lands and methods often allow them to cultivate entirely organically, even if most cannot afford the costly certification.
Our zero-emission roasting—unique in Quebec—our deliveries by bicycle or electric vehicle, our commitment to producers with sustainable practices, our 100% compostable packaging, and our double carbon-neutral certification make us a pioneer in Canada when it comes to sustainable commerce. We're an open book, and if you have any questions, don't hesitate to contact us at cafebinocle@gmail.com.