We desire to blend opposites by using business to generate resources for social good. We at Pura Vida seek to fulfill our mission and have charitable impacts in four primary ways:

1. Provide living wages for farmers and producers
   Our commitment to carrying 100% certified Fair Trade coffee ensures that growers around the world receive a fair wage and can support their families. As one of the largest independent sellers of Fair Trade coffee and an emerging leader in the distribution of other Fair Trade, organic products (e.g. tea, cocoa), Pura Vida is helping to grow the market for sustainable products.
2. Educate and motivate consumers to take action
   Serving tens of thousands of customers more than 25 million cups of coffee in 2004, Pura Vida gives consumers a way to align their values with their purchase. We also seek to maximize this opportunity to educate consumers about socially responsible purchasing and the needs of the poor. Our hope is that with greater awareness, consumers will more thoughtfully consider the way they use their time and resources.
3. Inspire business leaders to replicate and extend the model
   Pura Vida’s new model of capitalism is attracting the attention of business leaders, non-profit leaders, investors, and entrepreneurs. By actively sharing what we have learned, Pura Vida is working to replicate our model.
4. Serve and empower at-risk children and families
   The ultimate goal of Pura Vida is to serve and empower at-risk children and families in coffee-growing countries. Through the sale of products and the financial support of customers and partners, we work in partnership with local non-profit agencies to nurture physical health, provide educational opportunity, and confidence, character and strength of spirit.