BaxterStorey's ethical and environmentally-friendly coffee offering, which the company is rolling out across 250-300 sites, has been developed in partnership with machines and beans supplier First Choice Coffee.
Down to Earth coffee has already been adopted by many of the contract caterer's clients and by the end of the year most of BaxterStorey's beverage business will have migrated to the brand, which will eventually be extended to include tea, smoothies, frappés and hot chocolate. The company has appointed world barista champion James Hoffman to head up a barista academy to train its staff.
The Down to Earth coffees have between one and three certifications from Fairtrade, the Rainforest Alliance and the Soil Association and there are four to choose from: 100% Fairtrade from Colombia; 100% Rainforest Alliance from El Salvador and Brazil; 100% Fairtrade Organic from Java and Sumatra; and 100% triple-certified from Nicaragura and Sumatra.
The Down to Earth branded cups, featuring a distinctive sea blue and bright green logo, are 93% biodegradable and keen gardeners are encouraged to take the used coffee grounds home and use them as a natural fertiliser.