So, some sad wildfires from 2017 became an inspiration…

 

We pledge to plant one tree for each 60 kg bag sold.

 

As the operations scale, it will become a challenge. But we have a belief and a plan.

 

The belief: since we have deep roots at the origin region, we can become a catalyst of positive impact. 

Indeed, our company was named on the most fragile spot in the coffee value chain. Meiero is usually a family that does most of the job at the farm while being paid in a share of production - therefore, being exposed to all the risks related to price volatility, climate change and asymmetric information. This position is a bottleneck as farmers get old and new generations leave the farm. We were founded with the mission of investing in the farm to solve this bottleneck. 

 

The plan: we will start small, planting in our land and gradually expanding to neighbours and friends. 

According to Brazilian law, every rural property has to preserve at least 20% of the area in native vegetation. There are serious monitoring and penalties. 

 

As climate change becomes more serious, it is becoming easier to argue about the importance of planting trees at least to preserve humidity and decrease the variance in temperature. 

 

That is no longer a luxury. It is about necessity.

That is no longer about preservation. It is about reforestation. 

 

Indeed, our property in Andradas, Minas Gerais, suffered from wildfires in 2017. Then we started a soft reforestation program, which we plan to scale and share.