Back in 2015 when Jame and I started Calgary Heritage Roasting Company – now known as Canadian Heritage Roasting Company we felt a strong pull to align ourselves with a philanthropic mission. Even as a startup with no revenue, access to capital, or even a logo at that time we knew the importance of giving back and establishing a deeper purpose. Gaining inspiration from existing mantras like Let My people Go Surfing from Patagonia’s own Yvon Chouinard or widely known outdoor teachings to “leave no trace” – we felt it imperative to carve out our own path that others could follow.

In May 2024, our team partnered with the Wilder Institute to support whooping crane conservation by enriching their habitat. These endangered 5-foot-tall migratory birds, known for their distinctive calls - face challenges such as habitat loss, poor reproductive success, and poaching. Alongside the Wilder Institute team, we planted 450 hardy willow saplings to act as natural windbreaks and privacy screens between habitats, enhancing conditions for the cranes. This work aligns with the Wilder Institute’s mission to improve reproductive success and establish self-sustaining populations. As Canada’s tree-planting coffee company and 2% for Conservation Certified roaster, we are proud to contribute to projects that mirror our commitment to environmental stewardship.