Rooted in Responsibility: Earth Day with Nossa Familia

This Earth Day, we’re proud to shine a spotlight on a coffee roaster that’s redefining what it means to be sustainable. Nossa Familia Coffee isn’t just roasting beans—they’re nurturing relationships, protecting the environment, and brewing change at every level of their operation. Rooted in family tradition and powered by progressive action, Nossa Familia offers a unique blend of heritage and innovation that aligns perfectly with the spirit of Earth Day.

A Legacy of Coffee and Care

Founded by Augusto Carneiro in Portland, Oregon, Nossa Familia—Portuguese for “Our Family”—has evolved from a small passion project to a nationally respected brand with sustainability embedded in its DNA. The company sources beans directly from long-standing family farms in Brazil and trusted partners in Central America, with an unwavering focus on environmental stewardship and social equity. Their operations are guided by one foundational principle: business should be a force for good.

This Earth Day, they’re inviting coffee drinkers to reflect not just on what they brew, but on how it’s made. From their energy-efficient roasting practices to their zero-waste café initiatives, Nossa Familia is proving that every cup of coffee can be a step toward a healthier planet. And to celebrate, they’re offering a limited-time promotion—spend $125 or more on our website from April 18–23 and receive a free bag of their Full Cycle roast, a coffee that gives back in more ways than one.

Nossa Familia’s story began long before it was a brand. It starts on the rolling hills of southern Brazil, where founder Augusto Carneiro’s family has been growing coffee for over a century. The farm—Fazenda Cachoeira—has been passed down through five generations and remains an anchor of tradition, community, and sustainability. For Augusto, Nossa Familia is a way to honor that heritage and bring a piece of it to Portland, where he launched the company in 2004.

“My family’s coffee roots run deep. It’s in our blood,” Augusto says. “When I started Nossa Familia Coffee, it was with the premise of showcasing and celebrating my family’s coffee tradition in Brazil that dates back over a century.”

That early immersion in agriculture shaped his perspective on sustainability. Rather than seeing it as a marketing tactic, Augusto sees it as a necessary ethic—one that has defined Nossa Familia’s mission from the start. The name of the company isn’t just a nod to lineage; it reflects the broader community of partners, employees, and customers that make up the Nossa Familia family.

Direct Trade, Deep Trust

From the very beginning, Augusto chose to work directly with farmers he knew and trusted. This direct trade model—long before it became a buzzword—ensured not only high-quality beans but also long-term relationships and mutual respect. These partnerships allow Nossa Familia to support farming practices that prioritize soil health, biodiversity, and worker welfare. It’s a model that nurtures people and the planet—and it all started with one family’s farm and a commitment to doing better.

Brewing Better Business: Becoming a B Corp

One of the clearest expressions of Nossa Familia’s values is their B Corporation certification. As Oregon’s first B Corp-certified coffee roaster, the company has committed itself to a higher standard of accountability, transparency, and social impact. B Corps are businesses that balance profit with purpose—evaluated on how they treat workers, impact the environment, engage with communities, and conduct business ethically.

For Nossa Familia, the certification wasn’t just symbolic—it was transformative. It gave the company a framework to measure its values and turn them into tangible actions.

“The B Corp assessment helped us refine our processes, document our goals, and stay accountable,” Augusto shares. “It showed us how we could integrate sustainability more deeply into everything we do.”

Packaging with Purpose

Through this lens, Nossa Familia began reevaluating all aspects of its operations. They started sourcing more environmentally friendly packaging, improved energy efficiency at their roastery and deepened their relationships with origin partners to ensure equitable practices. Every decision became an opportunity to live out their values.

But it wasn’t just about systems—it was about culture. Employees are encouraged to participate in sustainability efforts, from waste reduction to community volunteering. Customers are invited to be part of the journey too, through transparency reports, environmental education, and inclusive events hosted at their Portland cafés.

Their B Corp journey isn’t about perfection. It’s about progression—a willingness to ask hard questions, make better choices, and share what they learn along the way. For Nossa Familia, being a B Corp means building a business that reflects the kind of world they want to help create.

Nossa Familia’s commitment to the planet extends far beyond its sourcing practices. One of the boldest moves the company made in recent years was to overhaul its approach to packaging and waste. While many roasters were embracing compostable materials, Nossa Familia took a step back and did the research. They discovered that most municipal compost systems weren’t equipped to handle these materials properly, meaning that many so-called “eco” packages were ending up in landfills.

Rather than greenwashing, they opted for honesty—and impact. In 2023, Nossa Familia transitioned to 100% recyclable coffee bags made from post-consumer plastic. This move significantly reduced their carbon footprint while increasing the likelihood that their packaging would actually be recycled. It wasn’t the easiest route, but it was the most transparent and effective.

“You might be wondering why we made the switch from compostable to recyclable materials. The truth is, while compostable packaging seemed like a sustainable choice, it wasn’t always the most environmentally friendly option.,” Augusto explains. “Rather than accepting these norms, we actively seek ways to improve.”

This spirit of transparency runs through all of Nossa Familia’s environmental efforts. From eliminating plastic straws and single-use utensils in their cafés to setting up compost stations and reducing water usage, they’ve approached sustainability with a blend of creativity, honesty, and accountability.

Their cafés also promote a strong reuse culture. Customers are rewarded for bringing their own mugs, and the company frequently hosts promotions and giveaways during Earth Month to encourage conscious consumption. Every initiative, big or small, is rooted in a desire to reduce waste, uplift communities, and create systems that are better for people and the planet.

One of the most energy-intensive parts of any coffee business is the roasting process. Traditional roasting methods can emit significant greenhouse gases and consume large amounts of energy. But Nossa Familia saw an opportunity to innovate. They invested in state-of-the-art Loring Smart Roasters, which use a closed-loop system to recirculate hot air, cutting energy use by up to 80% compared to conventional machines.

This investment reflects their broader belief that businesses should lead with their values—even if it means taking risks or spending more upfront. Today, all of Nossa Familia’s roasting is powered by 100% renewable energy. Their roastery in Portland is designed to minimize environmental impact, with electric delivery vehicles, efficient lighting, and climate-conscious design choices woven throughout.

Augusto doesn’t view these changes as optional—they’re essential.

“This is a great day to pause and take stock on how we can be better stewards of the environment.”

But even more impressively, Nossa Familia has shared their knowledge with others in the industry. Rather than keeping their energy-efficient techniques proprietary, they’ve opened their doors to other roasters and encouraged collaboration.

“We have even held demos in our roastery and invited competing businesses to help promote this ‘better’ way of roasting.” Nossa Familia doesn’t see sustainability as competitive but encourages other roasters to look for their own opportunities to operate in an environmentally friendly way.

Through this ethos, Nossa Familia is helping to raise the standards for the entire coffee industry. It’s not just about making better coffee—it’s about making a better future for the communities that grow it and the customers who drink it.

At the heart of Nossa Familia’s mission is the belief that coffee can—and should—be a tool for building equity. That belief finds powerful expression in their Full Cycle roast, a bold and smooth blend that’s as purposeful as it is flavorful.

Full Cycle isn’t just a name—it’s a reflection of Nossa Familia’s mission. Inspired by Augusto Carneiro’s passion for cycling and community, this roast serves a purpose greater than the cup. It’s a core part of the company’s giveback program, with proceeds supporting nonprofits like The Street Trust, NW Trail Alliance, the Community Cycling Center, and more—organizations dedicated to transportation equity and mobility justice.

“Transportation equity is environmental justice,” Augusto explains. “If we’re serious about building a sustainable future, we need to rethink how people move through their cities.”

With every bag sold, Nossa Familia reinvests into communities working to make streets safer and more inclusive for all riders—regardless of race, income, or background. As the name suggests, Full Cycle represents the idea of giving back in a continuous loop—turning a simple act like buying coffee into a ripple of positive impact.

Flavor-wise, Full Cycle is a medium roast that highlights a delightful balance of chocolate and caramel, with a bright fruit finish. Smooth and balanced, it’s roasted to appeal to a wide audience, offering a flavorful experience.

Whether you’re fueling up for a morning ride or enjoying a quiet break in your day, Full Cycle is a coffee that does more than energize—it supports a mission. And this Earth Day, it carries an even greater meaning. From April 18–23, VSSL customers who spend $125 or more will receive a free bag of Full Cycle, courtesy of Nossa Familia. Quantities are limited, and each bag represents more than just great coffee—it’s a step toward a more equitable, sustainable world.

Earth Day as a Way of Life

For Nossa Familia, Earth Day isn’t just a single day—it’s a way of life. But that doesn’t mean the occasion goes unnoticed. Each year, Earth Day serves as a meaningful moment to reflect, refocus, and recommit to their values. It’s a time to evaluate progress and ask bold questions: Are we doing enough? What more can we change? How can we lead with greater intention? While no single company can transform the world overnight, Nossa Familia believes real impact starts with accountability, consistency, and an unwavering commitment to ethical action.

To accompany this Earth Day promotion, Nossa Familia will be highlighting Earth Month content, hosting educational events, and encouraging customers to reduce waste, ride bikes, and reuse cups. They’re not just selling coffee—they’re building a culture of awareness and intention.

As Augusto puts it, “I always remind our team (and myself) that it is about progress, not perfection. We are far from being perfect today and we will not be perfect tomorrow, but we will be better this year than we were last year.

This Earth Day, it’s about making a connection. It’s an opportunity to reflect on the values behind the brands we support and to celebrate businesses that are actively striving to do better. It’s a moment to raise a cup in solidarity—with farmers, with communities, and with the Earth.

Raising a Cup to the Future

Nossa Familia’s journey is a compelling reminder that business when done right, can be a force for regeneration—not just sustainability. Every decision they make, from roasting techniques to waste audits to nonprofit partnerships, is a reflection of their deep commitment to people and the planet. It’s a level of intentionality that challenges us all to do more and expect more from the brands we support.

At its core, Nossa Familia’s work isn’t about perfection—it’s about persistence. It’s about embracing complexity, listening to the community, and evolving with purpose. Whether you’re sipping their Full Cycle roast, bringing a reusable cup to the café, or simply choosing to support B Corp brands, you’re becoming part of that cycle.

As Augusto says, “Earth Day is a great time to remember to vote with our dollars. Ultimately the businesses that are going to succeed and have staying power are the ones that have loyal and frequent customers. Every purchase counts—it’s a great day to put in some individual effort into how we vote with our dollars.”

So this Earth Day, as you pause for your morning cup, take a moment to consider the impact of your brew. With Nossa Familia, every sip is a vote for a better world. Every bag tells a story of heritage, hope, and humanity. And every customer becomes part of a movement rooted in care.

Join us in celebrating Earth Day the Nossa Familia way: with bold coffee, a big heart, and a commitment to progress.