The sustainable coffee brand, 53.3 Degrees, takes it name from the point at which its coffee beans are roasted.
Ali Hulley, coffee and brand manager at Aramark Northern Europe, said: “By 2030, Millennials and Gen Z will account for three quarters of the global workforce and this is having a really interesting impact on how consumers engage with brands. Gen Z are our most conscious generation yet and 69% say they prefer to buy from brands that actively contribute to social causes.
“Coffee farmers are often subjected to unstable economic environments, and a shift to industrialist farming practices continues to increase the burden on small farmers, leaving them vulnerable.
“Understanding the challenges they face, and how we can make a difference, is incredibly important to Aramark. We want to help. So, 53.3 cent of every 53.3 kilos of coffee sold will be channelled right back into the local community.”
The development process saw Aramark baristas spend time in Anserma, Colombia, where they learned about the everyday challenges facing local communities. They also learned about the growing, harvesting and cupping process behind producing the coffee.
Frank Gleeson, president at Aramark Northern Europe, added: “Coffee has always been integral to our business and we are constantly working to ensure we provide the best possible experience for our customers. We truly believe in great coffee and our promise is to deliver the best cup of coffee to each customer every single time they visit.
“I am so proud of our team who have done an outstanding job developing this new and exciting premium coffee, which has been crafted with exceptional beans, care and passion.”
The 53.3 Degrees brand is now available in 50 locations in the UK and Ireland and to date over €10,000 has been raised to help support the Colombian coffee farmers.