Founded by Brett Smith and Fred Houk, Counter Culture Coffee has established itself as a leader in quality, sustainability, and transparency within the specialty coffee industry. The company is known for its pioneering work in shade-grown coffee, organic certification, and the development of the Direct Trade policy to support coffee-producing communities. As a certified B Corp, Counter Culture continues to drive innovation through initiatives like its Seeds program and Climate Change Adaptation Workshops while maintaining a commitment to education and environmental stewardship.
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