ecoffee: Worms, Coincidence, Jaguar

April 13, 2010Filed under Print and Non-alcoholic Drinks

Not only
do we keep
our workers
in the dark
and let them
crawl around
in their own
waste, when
one was
cut in half we
still got a full
day's work
out of him.

We're talking about the 400 million California Red Worms we employ at one of our farms in Panama to create the fertiliser we use across all of our farms in the region. Our commitment to the environment means we never use chemical fertiliser, pesticides or herbicides to grow our coffee. This led us to devise a method whereby we mix coffee cherry skins, a by-product from a local fish farm and some secret microbes, and turn the mulch over to our dedicated wormforce to produce the rich, black soil that nourishes our coffee plants. This year our worms will produce about two million pounds of this amazingly nutritious soil enhancer, working tirelessly around the clock to help us produce coffee beans with the most deliciously rounded and complex flavour. And despite their gruelling schedule, credit where credits due, not one single worm has ever complained. So if you'd like to unearth more about ecoffee, or indeed buy some, visit

Fairly traded, environmentally helpful ecoffee

Some coffee companies
roast their beans at very
high temperatures for very
short periods of time.
Leaving them
burned and bitter.
Then they charge people
a lot of money for their coffee.
Leaving them...Hey, there¹s
a coincidence.

We take a lot of care choosing the best quality coffee from farms that meet our high standards of responsible farming and employment practices, so we're not about to stop caring when we eventually get the coffee to our factory. Our beans are roasted more slowly with the utmost care and attention paid to heat and pressure conditions within the roaster, meaning they're roasted more consistently throughout. So when the bean is eventually crushed, each and every granule has exactly the same delicious flavour. We also roast in relatively small batches to allow for greater control, combining traditional artistry and state of the art technology to achieve the optimum roast level every time. So unlike other companies, the quality control that begins at the coffee plant, continues at the coffee plant, and all the way to your cup. To learn more about our coffee's journey, or if you'd really rather just taste the end product, visit

Fairly traded, environmentally helpful ecoffee

All our coffee
grows naturally
under a lush
rainforest canopy;
providing a home
to the jaguar, the blue
poison frog, the green
anaconda, the ever
alert coffee farmer...

We never buy coffee from farms where the farmers have slashed and burned their fields, because although this may make for a higher yield, it badly damages the sensitive balance of the tropical rainforest. All of our coffee plants are planted among naturally occurring trees and foliage where they become an integrated part of the complex, local ecosystem. Our shade-grown coffee and organic farming methods make for healthier soil, prevent water contamination and provide habitat for all manner of wild animals and birds. And, as it happens, such methods also make for a higher quality cup of coffee. But while you're enjoying the deliciously rounded, complex flavour of ecoffee, do spare a thought for our hard-working farmers. After all, it really is a jungle out there. To learn more about ecoffee, or indeed just buy some, visit us on the wildworld web at

Fairly traded, environmentally helpful ecoffee

Advertising Agency:The Red Brick Road, London, United Kingdom
Creative Director:Justin Tindall
Art Director:Matt Allen
Copywriter:Dean Webb
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