Background: Coffee is the number 1 beverage across the US and Canada. The average Canadian drinks 2.8 cups per day and in total more than fourteen billion cups of coffee are consumed across the country each year.

Most consumers are well educated on the need to consider sustainability when it comes to their coffee choices. They know to look for certifications like the Rainforest Alliance seal and the FAIRTRADE mark to ensure their coffee is not grown or procured in a manner that is detrimental to environment or that entails oppressive or unethical business practices.