TRUESDAY is an innovative start-up from Berlin that offers sustainable coffee at a fair price. With reusable milk bottles and the True-Price theory, TRUESDAY focuses on transparency and environmental protection to make the true costs of coffee cultivation visible.
TRUESDAY, an innovative start-up from Berlin, Germany, is dedicated to the mission of producing and marketing coffee sustainably and fairly. Founded on March 15, 2021, TRUESDAY is the first German coffee brand to implement the True-Price theory in practice.
TRUESDAY offers whole coffee beans in reusable milk bottles. This unique packaging solution supports the circular economy by allowing empty bottles to be returned to supermarkets in Germany and then transported to local dairies to be refilled with milk. The brown glass bottles protect the coffee beans from sunlight while being transparent enough to show the contents, making them one of the most environmentally friendly packaging methods for coffee[2].
The main mission of TRUESDAY is to make the true costs of coffee cultivation transparent and to compensate for them. The company calculates and discloses the total costs incurred by coffee cultivation, including social costs, climate change, air pollution, and land use. This transparency aims to encourage consumers to consume responsibly and bear the true price of their coffee[3][4].
TRUESDAY is intensely committed to sustainability:
TRUESDAY works closely with NGOs and social enterprises to reduce and compensate for the ecological and social footprint of coffee consumption. Through these initiatives, the company aims not only to make coffee itself more sustainable but also to raise consumer awareness of the impacts of their consumption.
