The brand's purpose is to enable smallholder coffee producers to enjoy secure and stable livelihoods and strengthen coffee farming practices that conserve biodiversity. They invite coffee drinkers to participate in the process. They look for collaborative and integrative ways to repair fractures in coffee’s bean to cup journey. The company often combines scientific research, visual storytelling and the science of coffee to champion the voices and practices of coffee growers who are leading the way in regenerative, beyond-organic agriculture.