A customer asks whether our coffee is shade grown. The answer may surprise you: we don’t ask and don’t know. Here’s why…
Recent research indicates that shade grown might not have the benefits claimed.
More importantly, we are not able to verify whether coffee is really shade grown.
The corporate coffee industry does not like this and has responded by pushing greenwash labels like shade grown, Utz and Rainforest Alliance which are either unverifiable (eg shade grown) or so weak as to be meaningless (ie Rainforest Alliance).