Green Beanery is a Canadian non-profit company, created and staffed by environmentalists at Probe International and its sister organizations. After becoming Canada's largest online coffee company, we opened a bricks and mortar cafe-roastery equipment store in downtown Toronto.
Our non-profit business begins with the small coffee farmers who tend their crops in Africa, Asia, and Latin and South America, producing niche coffees with characteristics as distinctive and extraordinary as their local ecology.
Green Beanery promotes the niche coffees in smaller coffee producing areas in two ways. First, we encourage neighborhood-based micro-roasting in small coffee shops and local roasteries -- our store serves as an example to others. Second, we encourage roasting right in the home using a variety of easy-to-use, home roasting machines. Small-scale, freshly roasted coffee, whether produced in your neighborhood or your home, supports small farmers, allowing them to keep planting traditional varieties rather than forcing them to shift to mass market crops. No less important, freshly roasted beans produce incomparably superior coffee - beans begin to lose their flavor within hours of roasting and they become stale in a matter of weeks. The environment also wins: Creating niche markets for little known coffee bean varieties helps to maintain the world's store of genetic diversity.