With every bag of Haitian coffee Auburn's College of Agriculture Ambassadors sell, they promote sustainable economic development and supply the demands of both developed and developing countries.
A beverage to consumers and an economic staple to producers, how coffee is viewed is determined by the wealth of both the country and its people.
After years of political upheaval and one of the worst earthquakes in its history, Haiti is trying to reach developing-country status.
With this in mind, Alltech, a Lexington, Ky. based agriculture company focused on animal health and nutrition, became involved in Haiti almost immediately after the 2010 earthquake.
The company has helped regions struck by natural disaster before.
Hurricane Katrina, the 2004 Indian Ocean Tsunami and earlier earthquakes in China all received natural disaster relief from Alltech.
However, according to Susanna Elliott of Alltech corporate public relations, "it became quickly apparent that traditional relief efforts would not work in Haiti. They needed a long term commitment to sustainable economic development."
Pearse Lyons, president and founder of Alltech, attempted to travel directly into Haiti.
But with complications from the earthquake and Alltech having an office in the Domincan Republic, he changed route and crossed the border of the Dominican Republic into Haiti within 48 hours after disaster struck.
"We formed what we called the 'Sustainable Haiti Project' and it really takes a long term view to Haiti," Elliott said. "Where we are looking at what kind of resources they already have in place, and then working to build those up. And we see it as not a handout - we're not sending checks over - but a hand up, to try to elevate them economically so that they can rebuild an even better Haiti."
Haiti was once a leading coffee supplier, and although it is still a major cash crop for families and communities, over time its role in the coffee market has severely diminished.
Alltech capitalized on this potential as one of its efforts to promote Haiti's economic development.
The College of Agriculture's Associate Dean for Instruction Paul Patterson explained the company buys green beans from the growers and brings them back to Lexington.
There they are roasted, then packaged and marketed under the name Cafe Citadelle and sold.
The coffee is sold in 12-ounce bags for $12 per bag. Kaitlyn Mulvaney, of Alltech's Georgia location, said, "this is actually a complete nonprofit initiative that Alltech is involved in. So, Alltech does not hold any of the funds back, the clubs get $4.50 and then the remaining $7.50 goes directly back to the Haitian families."
This is not the first time the College of Agriculture Ambassadors have sold the Cafe Citadelle coffee or helped Alltech's continued efforts in Haiti.
Katie Brennan, along with her sister Emily Brennan who was president of the organization last year, spent a week in Haiti that was sponsored by Alltech through last year's coffee sales.
Katie Brennan said seeing the coffee cooperative in Northern Haiti, the schools that Alltech sponsors and the realities of the coffee fields were a major inspiration for her.
"It's definitely providing an education for children that would not usually get resources, or money or even have a school," she said.
More information about Alltech's Cafe Citadelle can be found on Alltech's website.
All proceeds from coffee sales through the Alltech website go to the Sustainable Haiti Project.
A percentage of each purchase made through the College of Agriculture store website will fund Auburn's College of Agriculture Ambassadors, while the majority will go to the Sustainable Haiti Project.
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