An Organic and Green Entrepreneurship
The campers enjoyed themselves in a warm and sweet coffee aroma. In the morning of August 5th, Linda, marketing director of Esquires Coffee, gave our campers an inspiring speech on Esquires Coffee and its values.
Esquires Coffee is a top New Zealand coffee brand, providing organic, healthy, quality and environmentally friendly handmade coffee drinks. The fair trade conception embedded in Esquires Coffee, according to Linda, makes it different from other coffee brands. The organic coffee bean grows up in an environment that is free from chemical pesticide, herbicide or fertilizer, maintaining the ecosystem of the country of origin, and protecting the producers’ interests from being exploited by coffee buyers.
Though at a fairly low production, the organic coffee is able to maintain the highest standard of quality. “We target our coffee products at a higher level than Starbucks and Costa. That’s where we are heading for,” Linda said, with confidence sparkling in her eyes. In the marketing process, to promote the values of environmental protection, Esquires introduces that the consumer with reusable coffee cups can get a special discount.
As the philosophy of Esquires Coffee goes, great coffee helps make a world of diversity. The pioneer in environmentally protective procurement and fair trade sets a good model as an enterprise of social responsibility and green entrepreneurship. The campers were deeply impressed.
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