Our Vision is to become a leader at the intersection of coffee and health. Our Mission is to create the world’s healthiest coffee. We’ll accomplish our mission through a commitment to research, transparency and the scientific process. Also through continuous improvement in the way our coffee is sourced, roasted, delivered, and measured. The result is that as many people as possible learn about coffee’s disease preventing powers, and choose to drink Purity because of the superior health profile. Our Unique Value Proposition: Today, Purity Coffee is the only coffee company in the world that makes every decision – from seed to cup – to minimize negative compounds and maximize the beneficial attributes of the coffee bean. Our Belief System: We believe that your choice in coffee is one of the easiest adjustments you can make for your overall health and longevity. We believe coffee is good for you - 19,000 scientific studies have been conducted on coffee and health. Taken as a whole, these studies overwhelmingly show that coffee is much more than just a delivery system for caffeine… It is a natural superfood, with astounding health benefits – and it has many compounds such as chlorogenic acid (CGA), lignans, quinides, trigonelline and magnesium to help reduce insulin resistance and systemic inflammation. We believe that the health benefits of coffee can be enhanced – through conscious sourcing, roasting and processing. We believe that drinking more healthy coffee is one of the easiest, highest leverage changes the average person can make to significantly enhance their health and wellness. We believe that not all coffee is created equal. Purity’s unique protocol was developed under the direction and guidance of a world-class team of scientists, professors and researchers, lead by one of the top coffee scientists in the world, Dr. Adriana Farah. We’ve increased the health benefits of our coffee by eliminating or minimizing acrylamide, PAH, pesticides, and mycotoxins – and by roasting to maximize healthy CGA’s. After years of painstaking research and innovation, our lab results bare out the fact that Purity is the purest coffee available today. When it comes to the health benefits of coffee, there is a major gap between what science knows and what consumers think. Educating consumers regarding the health benefits of coffee is more than just important – it can save people’s lives. If people knew what we know about the health benefits of coffee, fewer people would suffer and die from the diseases upon which coffee has a profound positive effect; such as fatty liver disease, liver cirrhosis, liver cancer, type II diabetes, stroke, and heart disease. We believe that if consumers knew what we know about coffee, they would use HEALTH as a criteria to purchase, in addition to cost, taste and convenience. This would transform the coffee industry and make the world a better, healthier place. When health becomes a criteria for purchasing coffee, coffee companies will be motivated to improve their processes in the farms and at the roasters, because they will have economic incentives to do so. That in turn will compensate the farmers to pay more attention to the quality of their crop and will lead to a living wage for more farmers because there will be a larger price gap between high quality coffee and commodity coffee. We believe that using health as our single criteria for the coffee we produce means that we will continue to innovate to a better and better product for our customers. We believe that we have just taken the first steps on a much longer journey. Coffee is an incredibly complicated product made up of thousands of compounds that are both created and destroyed in roasting. We believe that we have just taken the first steps on a much longer journey. That we need to continue to innovate and enroll world class doctors and scientists to join the conversation.