We work hard to ensure Wide Awake is a positive, socially beneficial and environmentally conscious project. For our team, the coffee farmers we work with and the local community we serve.
How we source
Even at our small scale, our coffee purchases can improve lives at coffee origin countries. So we source our coffee outside exploitative market systems and instead pay high premiums, anywhere from 2-7x the fair-trade FOB price. We avoid the term Direct Trade as it’s a bit of an oversimplification of a complex chain. Coffee is cultivated as a cherry, processed, milled & bagged, stored, exported and imported. It’s rarely the case that a roaster buys processed green coffee directly from a farmer (especially for microlots). We work with a select amount of specialty importers and cooperatives that provide full transparency into our coffees’ pricing structure. These partners are embedded in coffee growing countries, support and advise local communities and help us ensure the work of farmers, cooperatives, washing stations and everyone involved is fairly remunerated.
Our environmental impact
We are aware that our coffees have an environmental footprint, traveling halfway across the world just to reach us. We cannot fundamentally change that but we can and do make sure that our local activities do not add any unnecessary emissions. We deliver our coffee to local wholesale customers in reusable buckets and use 100% recyclable CO2 neutral packaging for retail bags. Under our Green Deal, all coffees are 5% off if customers bring their own container or cup to our shop in Brussels. Our Atelier is powered by renewable electricity from a windfarm in Estaimpuis (Belgium) through our cooperation with Bolt.
Our local Community
At a local level we organise monthly cuppings and special events. Inclusivity is key here. These events are open to everyone and are mostly free. Our aim is to introduce more people to specialty coffee. If more people appreciate good coffee and are willing to pay a fair price, we can have a bigger impact for farmers in origin countries.