It's simple, I believe if we put lots of love and kindness into our coffee, you will feel it. And, hopefully spread it around. That's why I select coffee from farmers who are kind to their workers and environment around them. Coffee is grown naturally on the jungle floor in high altitude regions of the world, shaded by large "canopy" trees. There are over twenty different species of birds alone that live in these trees. Major commercial coffee companies cut down these important trees to provide more space and sunlight to mass produce their product, thus destroying the natural habitat of many animals. But farmers that utilize this natural "shade grown" technique have richer soil, the habitat continues to flourish, and may not grow more coffee, but will naturally produce better coffee. So try a conscientious cup of Brother Bear's and taste how wonderful a coffee roasted with love, passion and responsibility can be.