PUR commits to plant 15,5M trees in the period 2021-2025 within coffee landscape and in connection with coffee farmers communities. PUR is specialized in the operation of large scale insetting programs by regenerating coffee landscapes and supply chains with the direct support of coffee roasters that depend on these landscapes and sourcing communities. Insetting reforestation programs create holistic benefits that allow for healthy ecosystems and resilient communities, and are an efficient strategy to achieve the Net Zero globally. PUR believes that insetting and restoration should happen at scale and is a strong advocate of partnerships for holistic and ambitious reforestation programs.
Considering past commitments and the 2025 target, the accrued value of PUR projects globally is expected to represent 20M trees planted by the end of 2025.
In partnership with: Global coffee roasters including but not limited to: Nestlé Group [Nescafé and Nespresso], Louis Dreyfus Foundation
Update
July 2023
From January 2021 to December 2022, PUR in collaboration with its partners planted a total of 2.44M multipurpose trees with coffee producing communities in 9 countries (namely Colombia, Costa Rica, Guatemala, Ethiopia, Uganda, Indonesia, China, Mexico, and Thailand). While the first ones are historical countries, PUR started new coffee operations in Mexico, Thailand and China in 2022. Over the course of 2022, additional feasibility studies were also conducted in several of the above listed countries to continue to explore additional tree planting potential opportunities as PUR intends to scale its efforts for the period 2023-2025 in line with its commitment for 2025. Some of the PUR projects are certified against a carbon standard (i.e. VCS) and several projects have gone through their first verification period in 2021 (as shared last year). Simultaneously, PUR is exploring a pilot with the Value Change Intervention Guidance (by SustainCert) for some of its coffee projects as the certification is well adapted to insetting projects and GHG Protocol reporting.