Introducing START

Coffee has historically been a crop grown to satisfy the demand of the developed world at the cost of a lower quality of life for producing communities. Now, the coffee industry has the tools, the energy, and the momentum to create a paradigm shift and redefine coffee as we know it. But, before we can change the coffee world, we have to measure our current baseline and concrete steps already taken, so we can design our intentions around real information. We need a measurement tool. And, now we have one: START.

This world-changing tool will be available on April 28, 2011! START (Sustainability Tracking and Reporting Tool) was developed to fit every member of the SCAA, regardless of size or role in the coffee industry—from producer all the way to retailer. A Q&A about START was recently published on the Fresh Cup website.


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