True aroma. True price. Complete transparency.
Under the brand TRUESDAY Specialty Coffee, the first coffee with real prices is sold in Germany today - both the value of the coffee beans and the ecological and social costs of coffee cultivation are taken into account 100%. The value of the coffee is not based on commodity exchanges, but on the real impact of coffee cultivation on people and nature. In cooperation with international NGOs and social enterprises, TRUESDAY brings hidden costs such as the underpayment of farmers, soil contamination and water pollution to the surface in order to reduce and compensate for them. Because conventional coffee has a bitter aftertaste: the follow-up costs of coffee cultivation, such as climate change, damage to health or the destruction of tropical forests, are not yet on the price tag. Farmers, the environment and future generations are left to bear the costs.
The first True Price coffee comes from the two small farmers Ciro Camayo and Elver Tulade from the Cauca region in Colombia and is freshly roasted by the TRUESDAY team in Berlin-Charlottenburg. Their "Cauca Excelso (Microlot)" belongs as Specialty Coffee to the 5% of the highest quality coffee beans worldwide. The coffee is available from €8.99 (200g) at www.truesday.coffee.
TRUESDAY also sets new standards in packaging: the coffee is filled in sustainable dark reusable bottles that protect the coffee beans from sunlight and are recycled by dairies after the deposit is returned to the retailer. Industrially compostable organic bags made of PLA (sugar beet and corn starch) serve as refill bags.
Henning Reiche, founder and managing director of TRUESDAY Specialty Coffee: "When I learned about the poor climate balance of coffee and the global injustice of the international coffee market at a barista workshop, I was horrified. I don't want to profit from low coffee prices at the expense of farmers and the climate. So I looked for partner organisations that could analyse the impact of coffee farming on people and nature." TRUESDAY is supported by NGOs and social enterprises such as the True Price Organisation, Futureproof Coffee Collective, Progreso Foundation, Eden Reforestation Projects and a network of sustainable coffee traders and farmers to collect data and compensate for ecological and social damage. Since entering the market, TRUESDAY has also been a member of the German Sustainable Business Association.
End of formFurther information on TRUESDAY Specialty Coffee and the calculation of the true coffee price can be found here: www.truesday.coffee
In our press kit you will find original infographics, photos, a founder interview as well as background information on True Price: https://www.dropbox.com/sh/ofiqq7xx84o2jxv/AAC8V8sk52nN4zGLin2oceYSa?dl=0
Press contact: Henning Reiche (Managing Director), presse@truesday.coffee
