The concept of sustainability has as many definitions as it does authors, although most would agree that it is critical to the long term success of the coffee industry.

The SCAA defines sustainability as "growth which satisfies the needs of the present without compromising the ability of future generations to satisfy their own needs." Perhaps sustainability is best understood as a pursuit rather than a definition, as it requires a complete commitment to all aspects of coffee's production (seed to cup) to fulfill its prophecy. As we attempt to better understand the some of the core issues surrounding sustainability, we will break the concept down to five areas of discussion:

Certifications: Organic, Shade Grown, Fair Trade

Countries of Origin: Education, Climate, Politics

Roaster: Procurement, Philosophy, Relationships

Price: Purchasing, Labour, Support

Oughtred Coffee Trust: Our mechanism for raising funds

Green Action Plan: Our Corporate Footprint

Through the practice of strict environmental and social standards, improved governance structures, better communication channels, stronger partnerships and higher price premiums, sustainability will help improve the idiosyncrasies that exist in the coffee market.