You really want to start your own business? We thought we'd hear that more often. But we didn't. Quite the opposite. After we explained our idea and motivation, people mostly said: "Go for it, sounds great!" What does "good" mean? Our good starts with Posture Big word? Yes. Easy to implement? No. Perhaps not, but we are serious about "doing good" – the beginning of all our Caretrade philosophy. Our own expectations drive us, and we leverage our three decades of experience and beliefs to truly good coffee to bring it out of its niche and into everyday life. So that coffee does not become monotonous, but remains diverse. Seems logical so far, right? But who exactly are "We" here? Volker, Daniel, and Sebastian. Moin. Servus. Hi. North, South, West – many directions, which also applies to what we've done so far. That helps, we realize. Volker He has internalised the coffee craft over the last 30 years, not only by tasting up to 200 cups daily. But also by accompanying the harvest during his many stays in numerous coffee-producing countries, through the classification of qualities, the blending and roasting for all types of coffee preparation, right up to trading on the major stock exchanges in London and New York. Daniel is our creative free spirit – 95% genius, 5% crazy chaos, also genius. He has over two decades of marketing and sales experience in retail and gastronomy, gained as a self-employed professional with his own agency and at large companies. His network in the coffee scene is second to none. What does he do? He has brought baristas together on the Zugspitze, and conceived and implemented creative concepts for everything from luxury hotels to cozy alpine huts and even amusement parks. Sebastian is the third member of the team. With 15 years of international experience in brand and innovation strategy at Coca-Cola, he always brings a fresh perspective to all our topics and an equally great passion for the specialty coffee scene. It didn't take much convincing from the other two. Together we have learned a lot. Seen a lot. Some things we would rather not have seen - and we never closed our eyes. On the contrary, we believe that over all these years we have become very familiar with the challenges in our environment. And we know that we can change something if we Problems at the root pack. We definitely want to try. Or as our patron Jane Goodall it once called: "Each of us can make a difference every day." In the world of coffee, this means for us, for example, addressing the gender gap, the "disappearance" of African producers, and fostering the long overdue generational transition on coffee farms. In our words: If we Underdogs support the coffee world, we can improve the diversity of coffee and thus the livelihood of an entire generation. This is very important to us. Sounds great, sounds wild, sounds pretty alright? We think so too. That's why we named ourselves that – to make the world a little more alrighty. Day by day. Cup by cup. CARE FOR COFFEE. DRINK ALRIGHTY.