Celebrating 34 Years Of Justin Purser!

Justin started as a warehouse volunteer, but his passion for fair trade quickly became a lifelong mission. As our Fair Trading Manager, he’s been instrumental in shaping the fair trade coffee movement in Aotearoa – long before it hit the mainstream (back in 1999!).

Thanks to Justin’s efforts, fair trade coffee is everywhere – from local cafés to major brands like L’affare and Hummingbird – helping make ethical coffee a standard.

Since Justin started our green coffee journey, we’re proud to have achieved:

23,000 tonnes of green coffee imported

1,300 shipping containers

$30+ million in extra value to coffee producers

But it’s more than numbers. Justin has built real relationships with farmers, ensuring fair trade premiums go where they’re needed most – helping families, communities, and the future of coffee. He even spearheaded the Next Generation Coffee Fund, helping co-ops invest in farm regeneration.

When asked what he’s most proud of? Without hesitation: the $30M+ in extra value channelled to producers – helping farmers provide education, security, and a better future for their families.

And yes, he still gets emotional when farmers tell him how fair trade has helped put their kids through school.

Justin, you’re a legend.