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TRUESDAY Specialty Coffee: Sustainable Coffee at the True Price

TRUESDAY, an innovative start-up from Berlin, Germany, is dedicated to the mission of producing and marketing coffee sustainably and fairly. Founded on March 15, 2021, TRUESDAY is the first German coffee brand to implement the True-Price theory in practice.

Key Products and Services

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TRUESDAY offers whole coffee beans in reusable milk bottles. This unique packaging solution supports the circular economy by allowing empty bottles to be returned to supermarkets in Germany and then transported to local dairies to be refilled with milk. The brown glass bottles protect the coffee beans from sunlight while being transparent enough to show the contents, making them one of the most environmentally friendly packaging methods for coffee[2].

Main Mission and Values

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The main mission of TRUESDAY is to make the true costs of coffee cultivation transparent and to compensate for them. The company calculates and discloses the total costs incurred by coffee cultivation, including social costs, climate change, air pollution, and land use. This transparency aims to encourage consumers to consume responsibly and bear the true price of their coffee[3][4].

Sustainability Goals and Initiatives

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TRUESDAY is intensely committed to sustainability:

True Price: TRUESDAY calculates the true price of coffee, which goes beyond the market price and includes all ecological and social costs. An example of this is the "Cauca Excelso" coffee, where 8.99 euros of the sale price go directly to the growing regions to compensate for the negative impacts of coffee cultivation[3].
Environmental Protection: For every kilogram of coffee, TRUESDAY plants four mangrove trees in cooperation with the organization Eden Reforestation Projects, which annually sequester an average of 12.3 kilos of CO2.
Social Support: A portion of the funds goes to social projects, such as building an educational facility where coffee producers can learn to grow coffee in an environmentally friendly manner.
Reusable Packaging: The use of reusable milk bottles reduces waste and supports the circular economy[2].

TRUESDAY works closely with NGOs and social enterprises to reduce and compensate for the ecological and social footprint of coffee consumption. Through these initiatives, the company aims not only to make coffee itself more sustainable but also to raise consumer awareness of the impacts of their consumption.

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