When we first met Jane, we immediately knew she was someone special.

She captivated us with her optimism and unwavering positive energy. We spoke with her about natural resources, our impact as humans and coffee producers, and how we can offer future generations of farmers a real alternative to living off their environment instead of clearing it.

We had hoped for a collaboration – and gained a partner.
Jane found our CARETRADE approach so convincing that she took on its patronage. In turn, by selling our ALRIGHTY coffee, we support the work of the Jane Goodall Institute through the Roots & Shoots projects. We are currently involved in Tanzania, precisely the country where Jane began her groundbreaking research in the 1960s.

Roots & Shoots Reforestation Project Zingiziwe: The wild forests of Tanzania are an elemental part of the "lungs of the planet" and home to countless animal and plant species. Furthermore, they form the basis of life for the local people. Uncontrolled deforestation destroys valuable areas here every day.

It is precisely the youth of the country who often feel powerless, exposed to the decisions of their politicians, and forced to watch the deforestation of their homeland.

This is where Roots & Shoots comes in: concepts are developed and implemented together with the young population to promote reforestation.

The highlight: much more happens here than "just" planting a few trees – it's about planting the idea in the minds of young people that it's worth taking the future into their own hands with optimism.

*† 1.10.2025