A cup of coffee that cares for farmers and forests.
Fair trade has the power to change lives and landscapes, at the scale of 100,000 hectares.
Puro is a Fairtrade, organic coffee brand founded in 2005 by a family business in Belgium.
It was created with a simple premise that coffee should be fair to people who grow it, and kind to the tropical forests where it grows.
Coffee grows in biodiverse regions full of life. Yet many farming families struggle to earn enough to live with dignity. Low prices, rising costs, and climate shocks make it hard to plan, invest, or feel secure. When options run out, pressure shifts to the land and forests are often the first to go.
Puro works directly with Fairtrade-certified small-scale farmers in Peru, Honduras, Colombia, Brazil and Uganda, guaranteeing fair compensation for farmers.
By paying fair prices, farmers gain stable incomes, reducing the need to clear more land just to survive.
More than 3,000 smallholder farmers are seeing real change through Puro-supported cooperatives.
Working together gives them income stability, a collective voice, and the freedom to farm in ways that protect their land through organic certification.
Every coffee sale is directly linked to forest protection. Since 2005, money from every sale has funded the purchase and long-term protection of rainforest land in coffee-producing countries, in partnership with World Land Trust.
So far, Puro Fairtrade Coffee has helped protect 246,482 acres (~100,000 hectares) of rainforest threatened by deforestation across 27 reserves (20 are visible on Restor) in 16 coffee-producing countries.
Because the forests are protected, they:
Keep 60 million trees standing, protecting the habitat of 450 endangered species.
Support regional water cycling, estimated at 524 billion litres, helping retain water in forest soils.
Store 10+ million tonnes of CO₂.
Interesting fact: five species new to science identified within Puro’s reserves have been named after them.
Restor makes Puro’s reserves visible and verifiable. People can see where protection is happening.
Since the data is generated outside the Restor platform, it adds an independent layer of credibility, helping turn claims into something that can be explored, checked, and understood.
A system learning how to evolve.
For years, it was difficult to influence coffee farming from within. So the focus was on protecting the forests around farms, safeguarding the balance that coffee depends on.
Puro is now working with partners to transform coffee farms into agroforestry systems, where farmers can earn income from maintaining trees, pruning, caring, and long-term stewardship. This compensates farmers for nature, not just agriculture.
What could change if more businesses chose to work with people and nature, not at their expense?
Explore Puro’s coffee and the impact behind it.
Recognised as a RestorLife Awards 2025 finalist and nominated for the Earthshot Prize in 2024.
