We're spilling the beans. Since 1995, we've set the standard for coffees by driving innovation at every step of the supply chain. From Co-Founder + Executive Chairman Brett Smith...As part of our efforts to build a business through the lens of sustainability, we first made it a part of our vision statement. By clearly stating, “Counter Culture Coffee is committed to social, environmental, and fiscal sustainability,” we made it . From the supply chain to the building materials used in our facilities to employee benefits, we have tried to filter our decisions through the sustainability lens. When balanced properly, the results have been long-lasting and beneficial for the business. Asking ourselves how we can continue to do this with our supply—all people with whom we interact—in a profitable way has resulted in over 25 years of consistent growth, an incredibly deep and wide supply chain, an inviting and engaging company culture, excellent customer loyalty, national brand recognition, and more than 15 years of quarterly profit sharing. Early in building our business, we ized that a critical component of achieving our sustainability goals is transparency. The basic premise is that we are working together to create mutually beneficial partnerships where the needs of both parties are met. Whether the focus is financial, environmental, or the burden of bearing risk, a commitment to open, honest communication ensures a better outcome. In addition to the importance of transparency, we also ized we will reach a finish line for sustainability. Pursuing a sustainable balance in business means that we will push for more environmentally sensitive coffee, less waste, stronger relationships, and better, longer-term solutions to the challenges we will face. There is no finish line. ly, this helps us be a better business today, tomorrow, and in the future. Sustainably Sourced. Quality-Focused. B Corp . Transparently Traded.