With so much talk of extinction, global warming and environmental impact, it’s encouraging to hear that new species are being discovered which bring hope, inform conscious consumer choices and influence corporate conduct. These new species include plants that are being discovered in the cloud forests of Ecuador. After review, these species have been published and among them, a dedication to Puro Fairtrade Coffee.
Plant Named After Puro Fairtrade Coffee
It seems only fitting that the awesome work of Puro, and their incredible conservation efforts, have been rewarded with the naming of Sciadophyllum Purocafeanum. This plant has an apt coffee-coloured covering on its young inflorescences and leaves. Growing up to 8 metres tall, the plant is related to the Umbrella tree (Shefflera), a common houseplant found across homes in Europe. So far, two of these plants have been discovered around Puro’s protected reserves in Ecuador.
The Third Plant in the Puro ‘Collection’
This makes it the third plant to be named in honour of Puro, joining the family alongside Pristimantis Puruscafeum (Puro Frog) and Teagueia Puroana (Puro Orchid). While many companies strive for awards and recognition, what better way to be rewarded than with a group of new species named after the results of your hard work?
With a habitat of more than 500 species at risk of extinction now under the Protection of Puro, their efforts continue. Working with World Land Trust and NGO’s, they have added 3 reserves in Africa in 2021 so far. This much needed protected land offers safety to the big 5 of Africa; Lions, Leopards, Elephants, African Buffalo and Rhinos. These much loved animals can all enjoy the protection that the reserves provide enabling the species to thrive rather than face extinction. Now totaling an awesome 433km2, Puro’s efforts also support the growth of approximately 27.5 million trees locking away 41.5 million tonnes of carbon across 11 coffee-producing countries.
Andy Orchard from Puro comments “We hit a major milestone in June of this year, with our Chimp Corridor in Uganda becoming our 18th Rainforest Reserve, marking reserves in every country from which Puro’s coffee is sourced. It’s been a wonderful journey, giving back to the lands that have given us so much. The future looks bright, the journey certainly continues, new origins and blends and in perfect alignment, new reserves and species.”