Our Passion and Vision
Terra Coffee and Tea represents the culmination of years of hard work and commitment by Carlo Granito, a humanist and entrepreneur who’s passionate about coffee. As a philanthropist who puts quality first, Carlo has worked with his team to develop a remarkable approach that enables them to bring the world’s best coffees to the Canadian and international markets.
The path taken by Carlo is far from typical. Motivated by a concern for the inequalities faced by coffee farmers, he follows a golden rule when purchasing green coffee beans. After an extremely meticulous search and selection process that can take up to 10 years, he generally offers above-market prices (up to 80% higher) so that farmers, their families and their communities have the means to improve their living conditions.
This unique approach to helping others has allowed Carlo to establish close relationships with these mountain-dwelling families who, in return, are pleased to offer him their best products. The farmers understand that it’s not in their best interest to sell their high quality coffee beans to large brokers who offer much lower prices.
In addition, despite the growth of his business, Carlo has chosen to preserve the traditional art of coffee roasting on a daily basis in order to guarantee freshness. He prefers to rely on the skills of Terra’s roastmaster – who’s been refining his art for 25 years – rather than use automated production equipment to process large volumes.
As he looks to the future, Carlo confirms his vision: “Our goal isn’t to be the biggest but to remain the best in every aspect of our business undertaking.” He will continue to promote the values of quality, generosity and respect exemplified by his role as a model corporate citizen.
On a more philosophical note, he mentions that “the only way to be the best is to do what you love” and adds that “my greatest pleasure is to see people who are thrilled with the results of our work. Over the years, many of them have become my friends.”
