The interesting thing about this seemingly everyday occurrence is that they are playing their part in a conservation initiative – one sip at a time. Who would have thought that Alfio, nonno of the Genovese family, not only started a coffee business, but also provided a pathway to a global conservation partnership initiative.
The sad fact is that orang-utans, vervet monkeys and tree kangaroos are impacted directly by forest deforestation caused by coffee farming. These animals, however, are the focus of a conservation collaboration between Genovese Coffee and Zoos Victoria.
The two organisations have joined forces to respond to the critical situation for these species and come up with a remarkable initiative that takes into account the whole coffee-supply process. The aim is to minimise the impact on the environment – locally and internationally.
This partnership between Zoos Victoria and the family-run Genovese Coffee company offers various blends as part of the Coffee for Wildlife range. Each of the blends has been specifically developed to support farmers, protect forests, and save wildlife as part of a conservation program.
The main feature that distinguishes the coffee in this range is that it is grown beneath rainforest canopies.
The result is that the coffee beans produced take longer to ripen in the shade. For coffee aficionadi, this means that the beans are “more complex and delicious in flavour” as explained by Adam Genovese, Managing Director of Genovese Coffee.
Growing coffee under the rainforest canopy is contrary to modern approaches that rely on clearing rainforest so that coffee can be grown in the sun to ensure a quick harvest time.
The impact on the ecology and wildlife is devastating. The initiative has been carefully planned out and involves working closely with the farmers to ensure they make a livelihood but are also part of a broader conservation initiative.
Dr Jenny Gray, CEO of Zoos Victoria explains that “rainforests are rich in biodiversity - that is where you get all kinds of amazing animals living. That is why we have looked for farmers with the same ethic we have, the same ethic of protecting biodiversity into the future.”
Orang-utan at Melbourne Zoo playing with a coffee sack – everyone loves something about coffee. (Photo supplied)
Adam Genovese, grandson and now Managing Director of Genovese Coffee points out that the Coffee for Wildlife initiative offers many advantages as shade-grown coffee provides “a good livelihood for many people who are part of coffee farming around the world, while taking account of the habitat needed for the conservation of species. Ultimately, everyone wants a good tasting coffee. But it is important to know that we are part of a conversation about good sustainable farming approaches.”
For Adam, the opportunity to be part of this initiative was a natural fit, “as an animal lover this initiative makes sense. It is an extension of the conservation work we have been doing with Sumatran Tigers. We believe it is important to draw on your position in life to make a difference – do better for the community.”
The campaign has been carefully considered in terms of all its aspects – the packaging is certified at-home compostable bags which, along with the coffee grounds, means there is less of a negative impact on the environment. In fact, at Zoos Victoria, the coffee drinkers need not worry about the cups either as these end up composted and used on the Zoo’s flourishing gardens. Given that almost 3 million paper coffee cups are thrown out each day in Australia, this program demonstrates that there are alternatives focussed on waste reduction.
Peter Lancaster, Zoos Victoria Community Conservation Campaigner, explains that “encouraging conservation behaviours as part of the whole process has been key to any partnership: the whole process of growing the coffee bean, bringing the bean from the farm to the drinker. That is why even the packaging is part of the drive to keep the process carbon neutral. The whole campaign has taken over 10 years to develop but we have it right now and are pleased with the collaborations.”
Zoos Victoria is delighted to have established the Coffee for Wildlife initiative with Genovese Coffee. It means that zoo visitors at any of the four zoos in Victoria (Melbourne, Werribee, Healesville and now Kyabram) will contribute to conservation work with every coffee they drink, and they can also purchase a variety to take home, knowing that even the packaging is fully compostable.
Coffee for Wildlife blends available for purchase at any of the four zoos. (Photo: Zoos Victoria)
Genovese Coffee is a family run business that has been operating since 1970. It was started by Alfio Genovese who came out from Randazzo, Sicily in 1950 eager to move to Australia for a new start and a better life after WWII. The family settlement journey started in Perth where Alfio established himself along with his wife and young son, Adam’s father.
There he quickly noted that the Italian community lacked basic food items that were integral to la cucina italiana (Italian cooking). Alfio turned to food importing and distributing, even moving for a period to Sydney to supply to Italians there.
Of course, Italians are known to reach for a good caffe` as an essential part of their daily and social routines so Alfio soon embarked on specialising in coffee roasting. Alfio moved his family to Victoria to focus on building a future for his family and supplying the community with Italian-style coffee. From a modest factory in Lygon Street, Brunswick the business grew – along with the family. To date the family has involved over three generations and is proud of their achievements and contribution to community. Adam fondly recalls spending every day at the factory.
He recounts that he looked forward to the end of the school day and holidays so he could spend time with his beloved nonno and family helping out and learning all about coffee. He has gone on to take over the management of the company and is delighted that family members continue to play an integral part in the culture and success of the company. He states that Genovese Coffee, as a successful organisation, “is able to make a difference. We have a responsibility to do our best to have the least amount of environmental impact and, of course, always provide good coffee.”
Tempted by the allure of the coffee? The Coffee for Wildlife range includes three distinct blends including Ethiopian coffee which is described as a chocolatey single origin from the forests of Ethiopia especially focussing on protecting the home of vulnerable and cheeky Vervet Monkeys.
The coffee harvested in Sumatran forests has a spicy, herbal freshness and the forests there are important in ensuring a future for the endangered gentle and intelligent orang-utans. Closer to Australia, the Papua New Guinean coffee has a honey sweetness with a hint of almond and these forests are home of the adorable Matschie’s Tree Kangaroo. For those coffee drinkers who want to help each of the protected species, there is a Survival Blend. This is a unique blend of all three single origin coffees and tastes like bergamot and blueberry with a light body and mild acidity.
Melbourne has a reputation as the capital of coffee drinking in Australia. When you consider that Melburnians consume over 22 million cups of coffee at home each week, you can understand the importance of this initiative – and the discussion that it stimulates.
For Adam it is clear, he explains that for every kilo of coffee sold there are 80 coffee drinkers which connect with Coffee for Wildlife, “it’s one way we can contribute to making a difference. Every little bit contributes something to the greater good. We are pleased to be part of this difference. One caffè at a time.”
[Note: Teresa is an avid coffee drinker, animal lover and Board Member of Zoos Victoria]
