The Whistleblower
There were few things that irritated Michael Sivetz more than the misleading claims of “freshness” and “quality” made by the major coffee corporations in the '50s and ’60s. After more than a decade working in the industry, he made the brazen choice to reveal what he observed and educate the public through the publishing of an 800-page “coffee bible”. In addition to exposing what was going on behind the scenes, he was also one of the first (if not THE first) in the industry to publicly point out the exploitation of farmers and the negative impacts brought about through coffee commoditization.
Read more about Mike “The Whistleblower” in this article from Merchants of Green Coffee in Toronto. You can also read more about their Triple Bottom Line approach which takes sustainability to a whole new level. Kudos!
(Thank you to Derek Zavislake, Merchants of Green Coffee)
