Awareness for Change: our direction
Awareness for Change is not a slogan — it’s our compass. It’s the synthesis of a vision and a commitment that guides every choice at Le Piantagioni del Caffè, from cultivation to consumption. It’s a declaration of responsibility and a promise: we want to spark change starting from what we know best — coffee — and what we do best — shaping and communicating it with awareness.
We believe real change begins with awareness. With the ability to question what lies behind a cup of coffee: the conditions of those who grow it, the environmental impact of processing, supply chains that reward transparency and quality, the way it’s roasted, served, narrated. Awareness for Change means challenging established practices, rejecting ethical shortcuts, investing in long-term relationships with origin communities, and building a coffee economy that is fair, inclusive, and regenerative.
This approach — which we define as *awareness for change* — is the foundation of everything we do: it guides our business model, partner relations, product development, our new recyclable packaging, and our commitment to open, inclusive, ESG-oriented communication. It drives our sustainability projects, our customer education, and the way we select plantations.
With this new phase, we want to actively contribute to a vision of coffee that is both delicious and ethically sound. Every single action — a post, a package, a cup — can be a seed of change. And we’re ready to grow it. Awareness for Change is how we make a difference — day by day, bean by bean.
