We live on a small planet. And last we checked, it wasn't getting any bigger. Even those people with their heads in the sand are beginning to notice that their butts are getting toasted. Global climate change cannot be wished away. And all responsible, global citizens are working to do their part. That means promoting ethical farming practices. Developing responsible business practices. Supporting alternative energies and minimizing our impact on the earth.

So we work with our growers to protect the rainforest and the environment, the animals and the diversity of plants in their forests. The interesting thing is that they don't need much encouragement. Just a little. Just enough to show them that we want more than the best deal possible on the mate we buy from them. We want a healthy planet and we're willing to go to some trouble to get one.

There aren't too many things that people will slow down for anymore. Sure, they may brake for animals or drum their fingers while on hold with "technical support". But they don't slow down for much. And that's a pity. Because they're often moving so fast that they miss this thing called "life". So we launched a company with a product that slows you down. That builds you up. That makes you stop and appreciate. If only for a moment. That's why Woody Guthrie wrote his songs. That's why we make our mate.

We're determined to be a company that behaves like a responsible citizen of this little planet. A company that treats people fair. And yes, we consider our growers and our employees and our vendors and our customers to be...people.

And don't let on to our banker, but we're not buying the corporate line that we need to be in business only to make money. That might be good enough for an "apprentice" or an over-exposed billionaire. But not for us. We're in business to touch people's lives. We're in business to make a difference. We're in business to change the world. One sip at a time.