Pura Vida is as passionate about the bottom line as other coffee companies, but there’s a difference: 100 percent of Pura Vida’s profits fund charitable programs in the growers’ communities. Projects include a hot-lunch program for at-risk kids in Costa Rica and a scholarship fund for children of Ethiopian coffee farmers. That gives values-driven caffeine lovers something to feel good about while they enjoy Pura Vida’s dozen or more blends of certified Fair Trade, organic, and shade-grown coffees, in flavors like Hawaiian hazelnut and extra-dark Café Kilimanjaro. In fact, “much of our financial support comes from customers who have begun to make donations, sometimes tacking $5 or $10 or $20 or more onto their purchase,” says company president and cofounder John Sage.
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