What if every university across the planet had also been misled about their carbo footprint, and every airline? In fact what if every organisation anywhere that sells coffee, even charities running promotions encouraging their supporters to buy coffee in the belief that their donations help the environment, what if all of them have underestimated their carbon footprint? Huge corporations are buying millions of tonnes of coffee in a way that they've been assured is 'climate friendly' when in fact it's the exact opposite. To be fair it's not the fault of the carbon advisory bodies, the blame for this lies solely with the global coffee sector itself. Condensing a problem of this size is usually very difficult, fortunately in the case of the second most traded commodity on the planet it's fairly easy to understand, and thankfully not that hard to change. There are only two points of note, two facts that when combined mean that the coffee sector is causing environmental damage on a colossal scale: 1 Coffee is up to 20% lighter in weight after roasting yet the vast majority (over 90%) is shipped whilst it's still in the heavier state. 2 These heavier coffees often criss cross the same oceans, in fact millions of tonnes are currently advertised as ready for re-export in warehouses across the world. Nothing happens to this product before reshipping, it simply recrosses oceans until intermediaries have taken their cut. The coffee is then roasted in consumer countries - and then incredibly, it's sent back out once more onto the world's road networks before it reaches supermarkets or consumers, quite often marked as 'climate friendly' to lure unsuspecting consumers into believing they're helping the planet. Millions more unnecessary journeys. Far more coffee must be roasted at source, and it should then only ever be transported directly to the retailer or consumer. At NOT1BEAN we never roast coffee outside of the producing country, after all no profits are generated until the roasting stage and developing countries need all the help they can get (to mitigate climage change for one thing) and of course we always deliver directly to the retailer of consumer. Right now we're the only coffee supply company guaranteeing this, and none of the coffee certifying bodies even take these unnecessary journeys into account. Carbon neutrality advisors don't have the full picture and frankly the coffee sector doesn't seem in any rush to give it to them. We really don't have time for this. https://www.youtube.com/watch?v=7tEQA1nnj9U