The mission of Pura Vida is to create good by using capitalism to empower producers, motivate consumers, inspire business leaders, and ultimately serve the poor.

We believe in a different approach to business. One driven by good rather than greed. One that sees capitalism as an agent for compassion. Operated for charitable benefit, Pura Vida helps farmers, families and at-risk children in coffee growing communities around the world to build more hopeful futures. The work of Pura Vida is rooted in a desire to empower the poor in coffee-growing regions of the world. We welcome all people to serve with us in partnership.

Pura Vida Coffee is the business engine of our organization and has grown to become one of the largest sellers of Fair Trade, organic coffee in the U.S. This helps increase the standard of living for farmers and generates resources for our charitable work. Our charitable impact can be seen in four distinct ways:

• Provide living wages for farmers and producers through the sale of Fair Trade, organic, shade-grown coffee
• Educate and motivate consumers to take action towards social good
• Inspire business leaders to replicate our model by sharing what we have learned
• And ultimately serve and empower at-risk children and families in coffee-growing countries

By utilizing every facet of our company – capital structure, governance, employee recruitment, product sourcing, marketing and sales – to achieve social outcomes, we can demonstrate that the worlds of business and charity can not only co-exist, but can thrive on one another.