Café William is a Quebec-based roaster with a love for sustainable, quality coffee. Our coffees strengthen the local economy and support the farmers behind every harvest. At Café William, our purpose is simple: bringing pleasure and responsibility together while reducing coffee’s environmental impact.
What sustainability action or initiative have you undertaken that you are most proud of?
In October, we received a shipment of organic and Fairtrade coffee beans from the ANEI cooperative transported by cargo sailboat from Colombia to Canada. Choosing wind-powered maritime transport for this lot allowed us to significantly reduce emissions associated with ocean freight. Once arrived, the coffee was roasted at our Sherbrooke eco-friendly LEED-certified facility using our electric roaster, the world’s first industrial-scale roaster powered 100% by hydroelectricity.
Why was this initiative important for your team, organization or the coffee industry?
This project demonstrates that sustainability can be integrated from origin to roasting within a real commercial supply chain. From wind-powered ocean transport to hydroelectric roasting, it reflects a practical, end-to-end approach to reducing coffee’s environmental footprint.
How are you measuring progress or impact?
We compare estimated emissions from conventional maritime freight with data associated with cargo sail transport for this specific shipment. These figures are integrated into our broader carbon tracking efforts. By documenting the impact of each initiative, we can evaluate scalability and identify future opportunities to expand high-impact initiatives across our value chain.
Did any partnerships or collaborations help you move this work forward?
Yes, collaboration was essential. We worked closely with TOWT (TransOceanic Wind Transport) to coordinate the cargo sail shipment from Colombia to Canada. Our longstanding relationship with the ANEI cooperative ensured alignment at origin, while our partnership with Fairtrade Canada reinforces the transparency and accountability behind the certified coffee we source!
What is one lesson or tip you can share with others in the coffee sector?
Today’s consumers not only seek quality but also expect coherence between a brand’s words and actions. By integrating sustainability at every stage — from sourcing to production to packaging — coffee companies can innovate responsibly, build trust with their customers, and set a higher standard for the industry. Real impact comes when ambition is paired with concrete action and thoughtful choices.
