1+1=2% For Conservation, How We “Add" Value to Your Cup of Coffee

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.

(this photo is from the elk hunting trip back in 2014 where Jamie first brought up the idea of CHRC...around a campfire...drinking AB Premium from a plastic bottle)

This took no time at all because in May of 2016, Fort McMurray saw horrific fires that caused unimaginable damage and displaced so many. Being fresh off the job as Wildland Firefighters the season before, the pull to go back was intense – but we knew that if we abandoned CHRC then it would never get off the ground. So we decided to stay and drum up support from the momentum we were gaining with the startup – this lead us to release our “Back The Mac” roast! Our first dive into beans from Guatemala, we sold this coffee with proceeds going to the Red Cross to aiding those affected by the wildfires. This call to action steadily became routine as every year new fires came with the changing of seasons. Since 2016 we have raised awareness and financial support through the sale of our coffee and even with our cafes Grand Opening in June of 2019. We supported communities in BC and Alberta affected by Wildfires  as well as advocated against the short-sighted decision to disband the Rapattack program in Alberta in 2023 (a program Co-Founder Jamie Parker was a apart of for 4 years).

(Photo of our 2016 "Back the Mac" roast and the 2023 "Save Alberta Rappel" roast)

Now these actions are important to us because of our time as Wildland Firefighters but we also wanted to build something that would provide a lasting change – something with legacy. If you know anything about us, you will know we long to be outside, all of the time. We are avid outdoorsmen that will participate in almost any pursuit but our favorite actives revolve around hunting and angling – a pastime that has become increasingly more popular since COVID. I like so many others became a fanboy of Steve Rinella through YouTube and Netflix episodes of MeatEater. This naturally lead me to fill my time listening to the MeatEater podcast during the groundhog’esk days of COVID. In one particular episode they were chatting about an organization called 2% For Conservation, a non-profit certification organization whose mission is to “ensure the future of hunting and angling by creating an alliance of businesses and individuals that give their time and money to fish and wildlife conservation.” Finally, there was an organization that could help us track the impact we were hoping to leave behind.

In order to be a certified 2% for Conservation partner you as an individual or organization need to prove that you donate at least 1% of annual sales and 1% of your time (21 hours a year) to fish and wildlife conservation. Now the cool thing is prior to learning about 2%, we were already doing the work! We had volunteered with the Oldman Watershed Council to plant willows on the banks of the Castle River to improve fish habitat as well as organize and participate in local community cleanups. Our volunteer work has continued in partnership with The Wilder Institute, allowing us to get our hands dirty by building habitat for endangered animals like the burrowing owl and whooping crane. As far as our annual sales go, that requirement is heavily exceeded by our “Buy A Bag = Plant A Tree” program. As I write this, we are beyond proud to know that we have planted 129,000 trees in Alberta, BC, Manitoba, and beyond with 54,000 committed in 2025.

(Photo on the left is Jamie sinking a post to build burrowing owl habitat for The Wilder Institute, photo on the right is Mike using a hammer and spike to create a hole to plant a willow while volunteering for the Oldman Watershed Council)

So you may be asking yourself, “what does this all have to do with me”? Well, the answer is…everything! As a consumer you have the ability to choose, to “vote with your wallet” and support companies that you align with. We have worked tirelessly to build a company for positive change with a mission to fuel your outdoor pursuits while giving back to our wild places. So the next time you are online, or in a grocery store aisle and you are looking for a coffee that is more than just beans in a bag – buy the coffee that gives back to communities, to wildlife, to habitat and to all of us – oh and just so happens to be the only 2% for Conservation Certified coffee company.  

- Mike Wenzlawe, Co-Founder