Leonardo rumoured to be kicking off new coffee brand.

Celebrities often have great power at their disposal to champion causes and help to raise the profile of issues which need attention. Think of Comic Relief and suchlike to see the clout that the entertainment industry has. Some celebrities make a name for themselves, as they pioneer for worthy causes, such as Angelina Jolie in her ambassadorial roles or Jamie Oliver promoting a campaign to improve the quality of school meals.

Cue Leonardo DiCaprio, the A-list celebrity, who takes environmental matters seriously. Di Caprio has started his own foundation and he is working with La Colombe Torrefaction, according to recent news stories, to create a new line of coffee which is to be named LYON.

What is so special about this new brand of coffee? It is said that all of the net profits from sales of this coffee will be given to charities with an environmental bent and which are supported by Di Caprio's foundation.

La Colombe has gone on the record as arguing that sustainable coffee helps many of the families and related communities in the developing world. By looking to buy coffee from the producers at fair prices and also encouraging farmers to use environmentally friendly methods when growing their crops and preparing the coffee, it is hoped that the environment will benefit.

There are other organisations which also promote the needs of the farmers of the developing world. The Fair Trade movement has been set up to protect the interests of those producers who do not have the commercial clout to negotiate appropriately in the sale of their products.

From: worldcoffeenews.com