Sustainable is defined as “conserving an ecological balance by avoiding depletion of natural resources.” When applied to coffee, this means farmers are:
Coffee sustainability also involves how buyers do business with growers. Buying practices deal favorably with those who rely on coffee for their livelihoods and support the continued operation of their farms.
At Morère 1897, we carefully manage the entire value chain - we plant, grow, harvest, process, sell under our brand name - to propose sustainable coffees produced in close collaboration with the local ethnic communities. In addition to the production area, part of the coffee is harvested and purchased from local M’Nông Chil communities.
Collaborating with ethnic communities is part of Morère 1897 ’s sustainable rural development project. Indeed, because the Central Highlands people have always been farmers, the temptation to increase productivity at the expense of quality and tradition is increasingly heavy today.
Instead, Morère 1897 wishes to help the local communities reconnect with the natural environment they have always been so close to and return to organic agriculture that respects the environment. By sharing his experience and rigor in the production and harvesting of coffee, our domain is helping them to promote their products not by quantity but by quality.
“I love coffee, the peaceful life by the forest and the lifestyle of the ethnic people here. I do not feel much difference between them and me. I live the way they live, and I’m very happy to be considered as their sibling and relative.” Pierre Morère said.
Working closely with the M’Nông Chil communities in this way, Morère 1897 helps the ethnic groups to preserve their land and culture, and to develop joint projects run by the village council.
When you pour yourself a steaming mug of coffee or pick up your favorite latte at your local coffee shop, do you know what impact it has on the world? It could make a bigger difference than you think if the beans are grown and processed sustainable.
Commodity coffee lines the shelves of grocery stores and is sold at many restaurants, fast food outlets and gas stations. The practices behind these low-priced brews are anything but friendly to the environment or to coffee farmers and produce coffee lacking in unique characteristics.
Coffee produced for mass market brands is grown in the sun instead of using the traditional method of growing coffee plants in the shade of other vegetation. This requires cutting down patches of native trees. Farmers may continue to clear trees if they wish to expand their growing areas, and the practice may lead to soil erosion. Sun-grown coffee often requires chemicals to keep pests at bay, and these pesticides contribute to further reduction in soil quality. Processing commodity coffee also creates waste water, which can end up in local rivers and streams.
Before being sold, commodity beans are often mixed together from several different sources, reducing the distinctive taste of the final brew. If coffee is strip picked instead of picked selectively, the flavor may also be impacted by the presence of inferior beans.
Because Bourbon coffee trees are vulnerable to insects so it is one of the most difficult plants to grow, requiring strict natural conditions and specific agricultural techniques, Morère 1897 uses sustainable practices to cultivate a wild shade-grown coffee, growing our plants in the forest, isolating them from other trees and applying natural anti-insect substances instead of chemicals.
This provides natural protection from damage and predators and creates a system in which natural waste fertilizes and builds soil. Promoting a sustainable growing structure keeps our soil in place and encourages native plants, insects and animals to thrive.
“Coffee, especially the Bourbon, comes from the primary forest so it is best to leave it to grow in its primary conditions without pesticides,” Pierre Morère said.
Harvesting only ripe berries and drying or processing them using traditional methods results in a higher-quality bean with superior flavor. At Morère 1897, we offer buyers with fair trade or direct trade practices to ensure farmers communities are paid well and the coffee can be traced directly back to its source.