I’ve tried to fight the coffee feeling many times in my decades as a breakfast eater/drinker, but it never really caught for good. So, might as well make it worthwhile by consuming quality coffee that doesn’t taste like sad, sad burn. Or lighter fluid.
Enter Puro, a brand created in 2005 from a company called Miko which has been roasting coffee in Belgium for 212 (!) years now. They sent me three bags of their coffee to try, which you could win too during the monthly competition on their facebook page.
Here is their mission statement: “Through the Puro brand, alongside Fairtrade, we want to communicate the threat to rainforest and the need to preserve it. After oil, coffee is the second most traded commodity in the world, so imagine the amount of coffee consumed every day all over the world. By putting messages on our cups and sharing our stories and videos with our clients and consumers, we think we can help make a difference. We also want to show other companies that people and planet are just as important as profit.”
The three coffee blends we got to try were Noble, Organic, and Fuerte. While all three were outstanding and unmistakably high-quality blends, our favorite was Organic, with its unbelievably smooth and rich body, and with a lack of the bitterness that has come to be associated with drinking certain types of coffee.
Now that we have reached the bottom of all three bags, I’ve noticed that I need to add almost twice the amount of our regular store-bought blend to get a decent coffee punch when compared to what was needed with any of the Puro blends. Those bags that seem costlier upfront might actually turn out to be either the same price or possibly cheaper, when you look at it that way.
By the way, the shipment also included cute little packs of sugar for those who don’t go for black coffee, which was a nice touch.
I’d love to see the Puro brand distributed here in the States, not only because it’s impeccably tasty, but also to support the company’s strong business ethics and its desire to see the world change for the better through a steaming cup of (almost) everyone’s favorite beverage.
Would I buy this product? Absolutely. I’d prefer paying a bit extra for a really great cuppa if the company that sells it isn’t in it just for the moolah. The world could use more businesses like that.