Santo Antônio x BTL
We're currently reinvesting more than €2,000 into Santo Antonio, funding projects chosen by Carolina and Lucas, the owners of the farm. Having built Santo Antonio over generations, they understand the needs of the farm and the community far better than anyone else, so it was important that they decided where the investment should go. The first two projects we're working towards are creating sports facilities, including a football pitch for the children on the farm, and installing raised African beds to improve coffee quality and increase the long term value of the coffee they produce. Every one of these projects is funded by reinvesting 50c from every kilogram of Santo Antonio sold. I had the privilege of visiting the farm before Behind the Label even existed, so being able to return and contribute to projects like these through the very coffee they grow is something that still feels surreal. It's a reminder that coffee can create opportunities that go far beyond what's in the cup, and we're excited to keep growing this partnership for years to come.
1% For the Planet
Behind the Label is proud to be a member of 1% for the Planet, a global network of businesses committed to supporting environmental action. As part of that commitment, we donate 1% of our annual revenue, not our profit, to vetted environmental organisations making a measurable difference around the world. We chose revenue because we believe our commitment shouldn't depend on what's left over at the end of the year. Every bag of coffee, subscription and wholesale order contributes towards that promise. Through 1% for the Planet, every donation is independently verified, ensuring the funds go directly to trusted non profit organisations working on issues such as climate action, biodiversity, clean water and ecosystem restoration. It's a simple commitment, but one that keeps us accountable and reflects the kind of business we want to build. One where success isn't measured only by growth, but by the positive impact we can leave behind.
11 Million Trees Project
The first line on our website says, "Motivated by impact." Anyone can write a tagline, but it only means something when your actions back it up. We've just committed €2,400 to fund the planting of 500 coffee trees in Timor Leste through a project led by Raw Materials Coffee, helping replace ageing trees, improve farmer livelihoods and support the future of coffee in the region. In a few years, the first harvest from those trees will make its way back to Behind the Label, and the thought of roasting coffee from trees we helped put into the ground is genuinely hard to put into words. After that first harvest, the trees remain with the farmers, producing income for years to come. For a business our size, this wasn't the easiest decision financially, but it was the easiest one morally. The project officially began in 2026, and we're incredibly excited to watch it grow over the coming years and share the journey and updates with you along the way. If Behind the Label is truly going to be motivated by impact, then this is exactly what that has to look like.