Opinion: Sophie Ziegler-Jones
Suma Wholefoods member Sophie Ziegler-Jones on why she picks the cooperative’s re-branded ethical coffee for her morning cuppa — and why health store retailers should choose it too.
As a proud member of Suma Wholefoods, I know that coffee is about more than just taste — it’s about the people behind every bean. From skilled farmers to expert roasters, every step of the journey matters. That’s why we’ve rebranded our speciality coffee range, giving it a fresh new look that reflects the care, craft and ethical commitment that go into every cup.
But this isn’t just a cosmetic change. At a time when consumers are more conscious than ever about where their food and drink comes from, we remain steadfast in our commitment to quality, sustainability and fairness.
Quality at every stage
Great coffee starts with great beans and at Suma we only source speciality-grade coffee — meaning it meets the highest quality standards from farm to cup. Grown at high elevations, where cooler temperatures allow the beans to develop more slowly, our coffee offers complex, well-balanced flavours. Whether it’s bright citrus notes or deep chocolatey undertones, each blend is carefully roasted to bring out the unique characteristics of the beans.
For independent retailers, offering speciality coffee isn’t just about meeting demand — it’s about standing out in a competitive market. More than ever, customers are seeking traceability and craftsmanship in their daily brew, and that’s exactly what Suma coffee delivers.
More than just a label
Ethical sourcing has always been at the heart of Suma, and every bag of our coffee is Fairtrade certified. This isn’t just about compliance; it’s about real impact. Fairtrade ensures that farmers receive a stable price for their beans, along with additional funds from the Fairtrade premium to reinvest in their farms and communities. In a time of global economic uncertainty, this stability matters more than ever.
For retailers, Fairtrade is a powerful selling point; customers want to know that their purchases support fair wages and sustainable farming practices. Stocking ethically sourced products isn’t just the right thing to do, it’s what today’s conscious consumers expect.
Why cooperatives matter in coffee sourcing
As a worker cooperative, Suma is built on values of fairness and collaboration. That’s why we choose to work with cooperative coffee growers who share those principles. Farmer cooperatives empower growers, giving them greater control over their livelihoods and a stronger voice in the supply chain. By sourcing from fellow co-ops, we ensure that the people who grow our coffee benefit directly from their hard work.
For independent retailers, this is a crucial point of differentiation. The shift towards more ethical supply chains isn’t a trend, it’s a movement. Consumers are actively looking for businesses that support community-driven models rather than corporate exploitation.
New look, same integrity
Our new packaging isn’t just about aesthetics, it’s about transparency. We want to make it easier for customers to see exactly where their coffee comes from, how it’s grown and what flavour notes they can expect. From altitude to processing methods, our goal is to give people a deeper connection to what’s in their cup.
High-quality and retail-ready
For retailers, Suma’s rebranded speciality coffee range offers a compelling choice: ethically sourced, high-quality coffee with a strong brand story. Whether you’re looking to expand your ethical product offering or appeal to coffee drinkers who care about both taste and transparency, Suma coffee delivers.
As consumer expectations continue to evolve, independent retailers have a unique opportunity to lead the way in offering products with integrity. With Suma coffee, you’re not just selling a great-tasting brew — you’re supporting a better way of doing business.
Explore our rebranded range and bring a taste of ethical speciality coffee to your customers. Oh, and did I mention it tastes great?!
Sophie Ziegler-Jones, Suma Wholefoods