We Believe...

• In a different approach to business. One driven by good rather than greed; one that sees capitalism as an agent for compassion.
• That the earth itself is our greatest production line and that the better we take care of it, the more it will provide.
• That every business is composed, first and foremost, of human beings and that the fairer they are treated the more fulfilling and productive their lives will be.
• That the most gratifying form of corporate profit is the kind returned to the people and communities that made it possible.
• That if Pura Vida can successfully operate according to this philosophy, then maybe every company in the world can too.

Values Behind Our Mission

Pura Vida is founded on the conviction that business can be driven by good rather than greed; that capitalism can be an agent for compassion.

Pura Vida's mission and methods are predominantly derived from a few core values:

• Excellence in coffee: Pura Vida is premium gourmet coffee, an affordable luxury, a sensual reward to the discerning consumer.
• Nourishing: Pura Vida is an engine of benevolence and compassion. It promotes physical and spiritual well-being, environmental integrity and the value of hard work.
• Sense of urgency: Pura Vida is assertive. It applies imagination, and initiative to problem-solving. It addresses social and environmental issues that urgently need solutions.
• Redefining capitalism: Pura Vida actively promotes a replicable model for more humane capitalism built on economic fairness, environmental sustainability, and philanthropy.