Coffee Corner: Looking Beyond the Cup

For this new year starting, we as coffee roasters, are going through new ideas for roasting the best cup of coffee.

We are experiencing a new wave of consumers looking for a ‘cup-o-joe’ that is the most sustainable and environmentally friendly for all industries including retail, office coffee services and vending.

Sustainable development is discussed more and more – and is here to stay. We are talking about better working conditions, organic fairtrade coffee and even reducing or eliminating our carbon footprint.

As one of Canada's leading Fairtrade coffee importers, our journey starts at the source. We work with Fairtrade cooperatives and farmers who are committed to organic certification. Buying Fairtrade-certified coffee enables coffee producers to improve their living conditions and their community. It ensures the farmers get a fair wage for their colossal work so YOU can have the best cup ever!

At Café William, sustainability is our daily grind. We are determined to take full responsibility for our actions and pledge to reaffirm our commitment to improving our communities and the planet. We aim to provide Canadians with premium coffee while innovating at every stage of our supply chain to create a sustainable and innovative ecosystem within the industry.

Café William will be offering different food service programs from conventional to 100% carbon neutral.

It all started with a great idea, an idea that came to life. An idea that was not only bold, but perhaps even a little crazy. The big idea? A cargo sailboat that travels all the way from South America to bring our precious coffee beans to Quebec. Our ambition? To create the world's most sustainable coffee. At Café William, we measure our success by the impact we have, not just our bottom line. For us, that means innovating sustainable solutions, helping our community, and doing business the right way.

After building a brand-new factory - certified LEED - to follow our mission, Café William invested in the world’s first 100% electric commercial roaster that ensures coffee beans roasted without the combustion of fossil fuel. Powered by a new and clean energy source, from port to factory, these coffees will be transported by electric trucks to minimize our carbon footprint. As we say at Café William: we need to look BEYOND THE CUP.

Craig Noble
Sales Director at Café William/Café Vittoria

See Café William at the CAMA Show!