The ability to sell carbon as a new crop ... it’s going to fundamentally change what we do on the farm. We’ll get paid for something other than yield.
Carbon credit buyers are becoming more sophisticated, and they’re caring more about the quality attributes of a credit. Their willingness to pay for carbon credits is increasing towards what we think is the true price of carbon.
Today we lead with the conviction that more sustainably grown coffee is more delicious. We know that through beneficial farming, applying regenerative practices, we can actually improve the health of our soils, reduce atmospheric carbon, and enjoy a more productive, higher- quality crop that’s more profitable for our farmers, great for consumers, and ultimately good for our future on the planet.
In addition to supporting the farming community, these projects end up generating a lot of adaptation benefits—water retention in the soil, providing more habitat for species. There’s evidence that these kinds of practices help farms deal with extreme weather events as well. The co-benefits can be documented and reported and will be very important as the sector starts to grow.