Urth Caffé, TreePeople Unite to Present Reforest Roast to Plant Trees in Santa Monica Mountains National Recreation Area

Urth Caffé is teaming up with TreePeople to build a greener, healthier, and more climate-resilient future by releasing today Reforest Roast, a custom-roasted heirloom, organic, single-origin coffee sustainably grown in an equatorial rainforest.

It is appropriate that Reforest Roast is released this week, because Earth Day is Wednesday, April 22, and Friday, April 24 is Arbor Day and it is now available at all Urth Caffé locations and online at www.urthcaffe.com.

“TreePeople knows that cities like Los Angeles are on the front lines of the climate crisis and that planting trees are part of the solution,” said Shallom Berkman, Urth Caffé co-founder and co-owner with wife Jilla Berkman. “We need trees, and trees need us — especially in our city.”

For every bag of coffee purchased, $2 will go toward planting trees in the Santa Monica Mountains National Recreation Area — the second largest urban national park in the United States. This will particularly benefit urban areas with low canopy cover like the Betty Dearing Trail at Coldwater Canyon Park as well as more wild and highly biodiverse areas hit hard by the Woolsey Fire.

“More trees mean more shade and protection for the fragile wildlife that call Los Angeles home,” said Daniel Berger, TreePeople’s Director of Forestry and Urban Greening. “Each purchase will help enrich the corridor by increasing the tree canopy and helping to provide for its care.”

“Urth Caffé customers can participate in this mission when they add bags of Reforest Roast to their take-out and delivery orders,” Berkman said. “Together, Urth people and TreePeople will save the planet!”
Berkman added, “Thank you to Innovative Solutions Business Consultant Mark Machuszek for inspiring the Reforest Roast project in collaboration with TreePeople and Urth Caffé.”

Reforest Roast is sparkling with rich flavors of dark chocolate and a smooth finish. It originates from the rainforest of the Virunga mountain range in the Democratic Republic of Congo. On the borders of Rwanda and Uganda, this mountain range is 150 square miles of dense forest that serves as the habitat of the last remaining Mountain Gorillas. Our farmers have been replanting and preserving indigenous trees to provide shade and use sustainable and certified organic growing practices to preserve the gorillas’ habitat.

Reforest Roast is packaged in a vacuum-sealed, nitrogen-flushed, 12-ounce package and is available online at urthcaffe.com and at every Urth Caffé branch beginning April 22.
Since 1989, Urth Caffé has been widely considered the first exclusively heirloom and organic coffee roaster in America. Only a handful of the worlds’ shade-grown, heirloom, certified organic coffee beans can produce the flavor, richness, and aroma that make Urth Caffé’s world-renowned organic coffees stand out from traditionally grown coffee. Urth has also become known for pioneering healthy cuisine and exquisite bakery by striving to use the finest organic, sustainable, and local ingredients, many of which are delivered daily from the farm to its nine cafés in Southern California and Las Vegas.

Since its founding 50 years ago by teenager Andy Lipkis, TreePeople has involved more than 3 million people in planting and caring for more than 3 million trees. The organization inspires and supports the people of Los Angeles to come together to plant and care for trees, harvest the rain and renew depleted landscapes. It unites with communities to grow a greener, shadier and more water-secure city at homes, neighborhoods, schools and in the local mountains. Working with volunteer leaders and using its unique Citizen Forester model, TreePeople influences government agencies for a healthy, thriving Los Angeles.

For more information, visit www.urthcaffe.com and www.treepeople.org.