TRUESDAY ist die erste Deutsche Kaffeemarke mit True Price und eines der ersten Unternehmen, das die True-Price-Theorie in die Praxis umsetzt. Wir möchten ein Bewusstsein für diese neue Art des Wirtschaftens wecken und einen ganzheitlichen Nachhaltigkeitsstandard setzen. Unser Ziel ist es, Kaffee mit positivem Impact zu etablieren – einen Kaffee, der Mensch und Natur mehr zurück gibt als ihnen genommen wurde. Der Austausch mit politischen Aktivist:innen, Wissenschaftler:innen, Unternehmen der Kaffeeindustrie und nicht zuletzt Kaffeetrinker:innen liegt uns am Herzen. Solange wir keine öffentliche Begegnungsstätte für die Anwendung realer Preise haben, gebt uns bitte euer Feedback über soziale Netzwerke oder kontaktiert uns direkt unter: staytrue@truesday.coffee
Sustainability means for us: holistic and comprehensible. We founded TRUESDAY so that coffee lovers can start the day with honest enjoyment. The idea for the name came to the founder, Henning, on a Tuesday. Just as Tuesday is not the first day of the week, True Pricing is not the first sustainability standard. First there were organic and Fairtrade certifications that shaped our awareness of sustainable consumption. Now, True Price gives us the opportunity to price in real costs to people and nature and reduce social and environmental damage in the long term. The True Price approach marks a next step, a further development, a new opportunity: hidden costs are included and disclosed so that companies can no longer enrich themselves at the expense of their environment and consumers have the opportunity to make future-proof, fair purchasing decisions. True Pricing describes a new beginning, how not only companies but also we as a society take responsibility for our actions. True Pricing or True Cost Accounting can only be another important step to stop major environmental damage, such as climate change. It is not yet the end on which we can rest - otherwise we would probably have called ourselves Satrueday.
Henning is the founder and managing director of TRUESDAY and has been running an exhibition café in Berlin-Mitte since 2012. His favourite drink is honest Americano from a portafilter machine. At a barista workshop in spring 2020, he learned about the high water consumption in coffee cultivation (an average of 140 litres are used per cup) and looked for ways to reduce it. It quickly became clear that water pollution in coffee cultivation causes even more damage to our environment than water consumption - so why not do something about it? And what about soil pollution? And climate change? Phew, it would take a good team and an enormous amount of know-how to uncover all the hidden costs of coffee farming. Waiting and drinking tea was not an option...
TRUESDAY is certified organic according to DE-ÖKO-007. In this way, we avoid the use of pesticides and chemical fertilisers in coffee cultivation. Our Sierra Azul and Cauca Excelso coffees carry the organic seal. Our range also includes coffees without the label, as we want to support individual smallholders who cannot afford organic certification. They value sustainable coffee cultivation and should also have access to fair coffee prices.
With TRUESDAY, we want to establish True Price as a new sustainability standard - this requires a strong network. We see the BNW as the ideal platform to create a broad awareness for real prices and a new way of doing business together with like-minded companies."
At TRUESDAY, sustainability does not stop with coffee cultivation. To avoid plastic waste, we use deposit systems for our packaging: Our returnable bottles are part of the MMP pool and for unpacked shops and cafés we use exchangeable metal buckets (hobbocks). In the "Unverpackt Verband" we find like-minded members who not only care about sustainable business in general, but also about the way ithappens.
TRUESDAY is a proud member of the "Arbeitskreis Mehrweg", an association of producers, wholesalers, retailers and dairies that use SMP bottles and jars in a common pool system. We fill whole coffee beans into reusable bottles, which can be returned to retailers for a €0.15 deposit and then given about 50 new lives as milk bottles. Each deposit bottle saves one plastic packaging.
We are pleased about the cooperation with the True Price Organisation. The social enterprise, founded back in 2012, is considered a global leader in the analysis of environmental and social costs and supports TRUESDAY in providing data. The impact analysis of the Cauca Excelso is based on regional True Price data collected by the True Price Organisation and Solidaridad.
To offset the costs of air pollution and climate change, we donate to ERP. For every kilogram of TRUESDAY speciality coffee sold, 4 mangrove trees are planted in Madagascar. The non-profit company employs local villagers for reforestation work and thus reduces extreme poverty among people directly affected by deforestation.
The FCC is an association of about 20 Dutch NGOs, roasters, traders and social enterprises that are pioneering True Price applications in the coffee industry. We are honoured to be the first international member to participate in joint pilot projects and share experiences in this globally unique expert body.
CCF is our partner organisation for offsetting the remaining ecological costs in coffee cultivation. With their help, we are supporting the construction of an educational facility for sustainable coffee cultivation on the Argote Specialty Coffee farm in Colombia.
