A word that comes up often when discussing how ethical, or the potential positive impact of a product is "sustainability". Ask ten people what sustainable coffee means and you'll likely get ten different answers. Some will think of forests and biodiversity, others of fair pay, clean water, renewable energy or education. None of those answers are wrong, sustainability isn't one thing; it's the balance of many. Which means as a goal, making our business "more sustainable" is noble, but vague.