In the last 50 years, more than half of the world’s tropical forest has been cleared. More than 100 rainforest species become extinct every day, many of which are yet to be discovered.


At Puro we see no sense in industrial growth at the expense of the community and the welfare of our planet. We aim to assist in every small way in halting the deforestation of our planet and are proud to have teamed up with the World Land Trust to assist in making it an economic reality.

World Land Trust

The World Land Trust is a UK based land conservation charity whose patron is Sir David Attenborough. The World Land Trust conserves biodiversity by protecting threatened habitats and in co-operation with local partners and communities, helps to ensure they are managed sustainably.


Money from each bag of Puro coffee sold goes towards buying and protecting areas of rainforest vital for biodiversity in coffee producing countries. To date, consumers of Puro coffee have enabled the following:


12858  acres of rainforest to be bought and protected,
14 new species to be discovered and named by science (1 tree, 12 orchids & 1 frog) and 1 guard (Luis) to be employed full time to protect the reserve in Ecuador from poachers and loggers.

Latest from 'Guardian of the Forest' Blog

Puro Coffee Reserve, Ecuador

Located near to Baños, this reserve is more than 5,330 acres in size and features a stunning array of orchids and other species unique to this area. Read more ...

Puro Coffee Reserve, Brazil

Located within the Rio de Janeiro province and covering 395 acres in size, this area which is crucial for biodiversity, was threatened by deforestation. Read more ...

Puro Coffee Reserve, Guatemala

Located in the region of Huehuetenango, north-western Guatemala, this reserve is 1,112 acres in size and its huge lagoon is home to 2 critically endangered species of frog. Read more ...

Puro Coffee Reserve, Honduras

Located close to the border of El Salvador, this reserve is 98 acres in size and crucially protects both rainforest and rivers that provide vital water for local villages and farmers. Read more ...

Teaguela puroana (Puro Orchid)

Discovered within the Puro Coffee Reserve in Ecuador, by Lou Jost and published as a new species previously unknown to science in April 2011. Read more ...

Golden Poison Arrow Frog Reserve

Located within Chocó, Colombia. This 124 acre Puro reserve is the only protected location in the world of the critically endangered and close to extinct Golden Poison Frog. Read more ...