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Materiality Assessment- What Really Matters
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What Matters Most
Thanksgiving Coffee Company has been in the coffee business for a long time, and the playing field has really shifted, in fact undeniably the world has changed alot since 2020. In light of this accelerated movement and shifting tides, Thanksgiving Coffee realized the importance of checking in with you, our customers, and all who we work with. On the recommendation of our esteemed B Corp consultant Heather Paulsen, we decided to engage in a Materiality Assessment and have her lead us through the process. Now we have done it, gathered the information, and we are excited to share the results with you!
What is a Materiality Assessment?
A materiality assessment identifies significant issues and concerns that a company interfaces with both in business and in the wider world. In other words, it is a method of engagement to ensure that a business prioritizes the environmental, social, economic and governance issues that are understood to be the most important and impactful for the business and its stakeholders. Our study was designed to determine which relevant topics are most important to report and act on, to help us build out effective ESG (environment, sustainability, governance) strategies, and through this process develop stakeholder alignment for our company.
Phase I
To determine Thanksgiving Coffee Company’s list of material issues, Heather guided us through the following methodology. First we did background research and analysis of other businesses and nonprofits, including completed materiality assessments, impact reports, and their websites. We held a series of core team meetings to develop our preliminary list of material issues. We came to identify these three categories: Resources, People, and Governance. Then our core team reviewed the list, made revisions, created definitions of each issue, and made boundary mapping. Here are the issues in each category.
Resources
• Biodiversity & Land Use
• Energy Use/Renewable Energy
• Water Use
• Waste & Composting
• Sustainable Packaging
• Organic & Regenerative Agriculture
• GHG Emissions / Carbon Sequestration
People
• Product Quality & Variety
• Employee Well-being & Company Culture
• Responsible & Ethical Sourcing • Human Rights
• Community Engagement
• Farmer/Rural Development
• Giving Back
• Customer Satisfaction
• Affordable Access to Products
Governance
• Business Ethics & Stakeholder Consideration
• Transparency
• Traceability
• Innovation
• Marketing & Social Media
• Third-Party Certifications
Phase II
In this phase, a series of interviews and surveys were conducted with our employees and customers, including distributors, retailers, cafes/food service accounts, vendors, trade associations and nonprofit partners.
Then, the results were compiled from 21 employees, and 241 direct consumers through our outreach efforts from calls, emails, and social media. With all of this information we were able to map out the material issues into the matrix you see below.
Results
2023 Materiality Assessment Results
In the image above you will see the main material issues that rose to the top were in the category of People (in blue) with human rights being the very highest on the matrix, followed by sourcing practices, product quality, and organic & regenerative agriculture.
The results on the left axis of the matrix are the external stakeholders with results from our distributors, retailers, cafes/food service accounts, vendors, trade associations and nonprofit partners. On the bottom axis are the internal Thanksgiving Coffee Employees results. The matrix is a combined view of both external and internal results and has three shades of purple to delineate the differences of: moderate, high, and very high ratings. Note that none of the identified issues fell below the number 6 as a concern, that is why the grid goes from 6-10.
“Our work changes communities, from survival to prospering.
It’s a chain of care, love and support.” GoCoffeeGo, TCC Coffee Distributor
To understand where our third party certifications ranked, we put together another matrix following the same principles. Here you will see that the most regarded and highly ranked certification is USA Organic, followed by Fairtrade America , Smithsonian Bird Friendly and then B Corp Certification.
What You Said
To summarize what was said in the interviews is that Thanksgiving Coffee Company has superior quality, trust and knowledge in our field. It was also reflected back that we have a unique story to tell and that farmer connection, relationship and transparency are very important. Our consumers also want to feel good about their purchases.
"I found you because of your focus on the ethical stewardship of our planet. The coffee is great. Thank you for leading by example!" Anonymous survey comment
With the Materiality Assessment findings in, we are using it to guide our development efforts and ensure the company focuses on the most important issues facing the business, and as you can see it's People.
Over the past several years we have engaged in a new approach with Regenerative Business Development to learn how to empower our people in the company, and develop our ability to support whole systems thinking. We are working to improve the way we interact with all of our people on the planet. This assessment is also a tool that will guide us back to you, our customers and how we can be of more service to you as our "People" who love our coffee and continue to support us. Thank you for keeping us going all these years;, we really appreciate you. We can't wait to grow more together, while drinking delicious and exquisite coffee!
Lavender Grace is the Sustainability Consultant for Thanksgiving Coffee Company.
Recommended Reading
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![The Worlds Largest Salmon BBQ 2024]()
The 53rd annual World's Largest Salmon BBQ happened again this year on July 6th, and once again - Thanksgiving Coffee Company was there.
Carlos Hernandez & Sienna Reno enjoying Thanksgiving Coffee
The 53rd annual World's Largest Salmon BBQ
This annual event raises funds for restoring salmon habitat with the goal of returning the salmon population to a sustainable balance. Currently, the salmon fishing season is closed in California for the second year in a row to allow the salmon population to rebuild. It has been deeply affected over the last several years due to drought, spawning ground habitat damage, and other factors. For the second year in a row the half-ton of salmon that was donated for the BBQ originated from Alaska. Dozens of local and regional sponsors come together to make this event happen!
We introduced Nitro Coffee with a creamy mouthfeel and cooling chill!
In addition to serving hot specialty coffee as usual, we raised our game by serving multiple gallons of 4 varieties - Ethiopian Natural light roast, Paul's Blend medium roast, Noyo Harbor French very dark roast, and Royal Decaf. Additionally, nearly 3000 attendees were introduced to our new Nitro cold coffee with its creamy mouthfeel and cooling chill!
Jennifer Brown at the Thanksgiving Coffee Company Booth
It was a very hot day, by Fort Bragg standards (about 75°) so many of the attendees requested to enjoy their coffee over ice, and we were happy to oblige. Jennifer and I made everyone feel welcome and well caffeinated. Two other local B Corporations were represented as well; North Coast Brewing Company and Bonterra organic wines.
The very happy Bonterra Organic Estates wines booth, another B Corp in Mendocino County.
The North Coast Brewing Company booth
One of the acts "West of Nowhere" featuring from left to right; Dan Mello, Phil Dunn, Sean Van Buskirk
It's our annual privilege to build a pop-up coffee shop in the middle of a field on the shores of Noyo Harbor, but this year I took it to an even higher level - I emceed the event, thanking the dozens of sponsors and introducing the 10 acts that performed that day.
Text
Joe Seta as Emcee of the Salmon BBQ this year. Photo by Eric Fngal
The Worlds Largest Salmon BBQ 2024
read more -
![Earth Day Event in Fort Bragg 2024]()
Earth Day Event in Fort Bragg
The Noyo Food Forest is having their annual Earth Day celebration this Saturday at the Learning Garden. This four hour event is a fundraiser for the Farm-to-School and Youth Intern programs that the Noyo Food Forest operates year-round. We partner with the Noyo Food Forest throughout the year, and we especially love being a part of this annual event in Fort Bragg.
15th Annual Earth Day Event
Saturday, April 20, 12 - 4 PM
At the Learning Garden at Fort Bragg High School on Dana Street.This Earth Day event is free and geared toward everyone in the family. There will be live music, and you can participate by putting down a bid for the silent auction, paying entry to bouncy houses, and tasting goodies from local chefs. This is one of the most fun events that happens in the city of Fort Bragg every year. Local organizations and nonprofits are a big part of this event, and you’ll see booths and representatives from the Noyo Marine Science Center, the Mendocino Land Trust, our Mendocino County state parks and many more important parts of the coastal community.
Thanksgiving Coffee will be serving up samples of our Bee Bold Blend, our new Nitro Coffee, and the Noyo Food Forest will be selling 12oz bags, as well. All the proceeds benefit the Noyo Food Forest and their important work here in our community. We are very happy to be a part of this awesome event. For more information, visit the Noyo Food Forest Earth Day page on their website, and RSVP on Facebook to share with your friends. Join us on April 20 – see you at the Learning Garden.
Thanksgiving Coffee Company
Partnership with the Noyo Food ForestLearn more about how we support our Mother Earth
Earth Day Event in Fort Bragg 2024
read more
The 53rd annual World's Largest Salmon BBQ happened again this year on July 6th, and once again - Thanksgiving Coffee Company was there.
Carlos Hernandez & Sienna Reno enjoying Thanksgiving Coffee
The 53rd annual World's Largest Salmon BBQ
This annual event raises funds for restoring salmon habitat with the goal of returning the salmon population to a sustainable balance. Currently, the salmon fishing season is closed in California for the second year in a row to allow the salmon population to rebuild. It has been deeply affected over the last several years due to drought, spawning ground habitat damage, and other factors. For the second year in a row the half-ton of salmon that was donated for the BBQ originated from Alaska. Dozens of local and regional sponsors come together to make this event happen!
We introduced Nitro Coffee with a creamy mouthfeel and cooling chill!
In addition to serving hot specialty coffee as usual, we raised our game by serving multiple gallons of 4 varieties - Ethiopian Natural light roast, Paul's Blend medium roast, Noyo Harbor French very dark roast, and Royal Decaf. Additionally, nearly 3000 attendees were introduced to our new Nitro cold coffee with its creamy mouthfeel and cooling chill!
Jennifer Brown at the Thanksgiving Coffee Company Booth
It was a very hot day, by Fort Bragg standards (about 75°) so many of the attendees requested to enjoy their coffee over ice, and we were happy to oblige. Jennifer and I made everyone feel welcome and well caffeinated. Two other local B Corporations were represented as well; North Coast Brewing Company and Bonterra organic wines.
The very happy Bonterra Organic Estates wines booth, another B Corp in Mendocino County.
The North Coast Brewing Company booth
One of the acts "West of Nowhere" featuring from left to right; Dan Mello, Phil Dunn, Sean Van Buskirk
It's our annual privilege to build a pop-up coffee shop in the middle of a field on the shores of Noyo Harbor, but this year I took it to an even higher level - I emceed the event, thanking the dozens of sponsors and introducing the 10 acts that performed that day.
Text
Joe Seta as Emcee of the Salmon BBQ this year. Photo by Eric Fngal
The Worlds Largest Salmon BBQ 2024
read more
Earth Day Event in Fort Bragg
The Noyo Food Forest is having their annual Earth Day celebration this Saturday at the Learning Garden. This four hour event is a fundraiser for the Farm-to-School and Youth Intern programs that the Noyo Food Forest operates year-round. We partner with the Noyo Food Forest throughout the year, and we especially love being a part of this annual event in Fort Bragg.
15th Annual Earth Day Event
Saturday, April 20, 12 - 4 PM
At the Learning Garden at Fort Bragg High School on Dana Street.
This Earth Day event is free and geared toward everyone in the family. There will be live music, and you can participate by putting down a bid for the silent auction, paying entry to bouncy houses, and tasting goodies from local chefs. This is one of the most fun events that happens in the city of Fort Bragg every year. Local organizations and nonprofits are a big part of this event, and you’ll see booths and representatives from the Noyo Marine Science Center, the Mendocino Land Trust, our Mendocino County state parks and many more important parts of the coastal community.
Thanksgiving Coffee will be serving up samples of our Bee Bold Blend, our new Nitro Coffee, and the Noyo Food Forest will be selling 12oz bags, as well. All the proceeds benefit the Noyo Food Forest and their important work here in our community. We are very happy to be a part of this awesome event. For more information, visit the Noyo Food Forest Earth Day page on their website, and RSVP on Facebook to share with your friends. Join us on April 20 – see you at the Learning Garden.
Thanksgiving Coffee Company
Partnership with the Noyo Food Forest
Learn more about how we support our Mother Earth
Earth Day Event in Fort Bragg 2024
read more
Celebrating Women and Coffee
In many countries coffee is one of the main sources of income for women to feed their families. This March we want to celebrate all the hard working women who grow, pick, process and produce the delicious coffees we send out into the world. We know how hard it can be, especially with all the unpaid work women are responsible for. We also know how important it is to have freedom over ones time, saftey and finances. It is our hope at Thanksgiving Coffee Company that all the women working in coffee can live happy and healthy lives.
Ethiopian Coffee Farmer
In order to bring the balance of labour and earned income for women, there is still a long way to go. The gender equality report from the International Coffee Organization found that 70% of labour in coffee production is provided by women, however, women have systematically lower access to resources, land, credit and information, and that keeps the women in a state of poverty.
Nepal- Women Sorting Himalayan ArabicaCoffee
El Salvador - Women Sorting Coffee
Text
Congo - Coffee Farmer and Mother
An estimated 72% of unpaid care work in households globally is done by women.
Uganda- Mirimbe Kawamera Farmer and Mother
Thanksgiving has been fostering empowerment for women and working with our importer Etico to achieve gender equality with the Soppexcca Co-op since 2013. We have now been able to raise over $40,000 and give into the fund to support women coffee farmers for financial stability and resources for education and growth towards a better life.
Nicaragua, Soppexcca Co-op memeber planting coffee
Read more about our support for the women of Soppexcca:
"Recognizing the Value of Womens Unpaid Work".
Celebrate the Women Coffee Farmers of Soppexcca
You can support the women of SOPPEXCCA, and the great community they cultivate together by purchasing their coffee here.
Lavender Grace is the Sustainable Ecology Advocate for Thanksgiving Coffee Company and Consultant for the Honey Hive of Mendocino.