The terms "shade grown" and "bird friendly" have arisen because of specific issues that surround the growing of coffee trees in southern climates. If coffee is grown naturally (i.e. organically), the conditions for shade and bird habitats are protected due to the necessity of shade trees to protect delicate coffee plants from the sun. It is commercial plantations that are the source of many environmental problems. Commercial plantations' "sun coffee" (i.e. coffee grown without shade) destroys rain forest and bird habitats, polluting water and relying on the use of detrimental chemical fertilizers and pesticides. We are thrilled to be helping people live healthier lives by considering the impacts of our choices on the environment. Equator Coffee Roasters is committed to using only organic coffees which are certified by various bodies in the growing regions.

People accustomed to having an adverse reaction to coffee may find that this is not the case with organic coffee. Generally, the reaction is to the chemicals involved in conventional coffee processing rather than to the coffee itself.