Obrigado and #doDifferent
At the heart of every great South African morning is often a vibrant "Obrigado!" and the rich aroma of a freshly pulled shot of espresso. But have you ever stopped to think about what happens after you finish that cup?
This week, we’re taking a moment to look at how a local favourite, vida e caffè, is brewing up more than just caffeine. Through their vida e mundo (life & the world) initiative, they are proving that your daily coffee habit can actually be a force for good.
Since opening their first store on Kloof Street in 2001, vida has always been about "vibe". But as they’ve grown into a continent-wide icon, that vibe has evolved into a deep-rooted commitment to sustainability. They aren’t just serving coffee; they are actively trying to ensure there’s a healthy planet left to enjoy it on.
This commitment starts with the very vessel you hold in your hand. Vida was at the forefront of the industry by piloting 100% biodegradable and compostable paper cups, utilising a cornstarch lining instead of traditional plastic. This move alone has helped save over 83 tonnes of plastic from ending up in our landfills. Their innovation even extends to your wardrobe through a partnership with Sealand Gear. Together, they created limited-edition tote bags handcrafted in Cape Town using hand-dyed hemp infused with spent coffee grounds and inner pockets made from upcycled in-store marketing banners.
Even the waste from the brewing process gets a second life, as select stores donate used grounds to non-profit organisations that teach underprivileged communities how to grow and sustain their own vegetable patches.
A big part of the #doDifferent philosophy is collaboration, and vida excels at this by bringing their partners along for the ride. To combat waste and food insecurity, they work closely with SA Harvest and FoodForward South Africa to ensure that surplus food from select stores reaches those who need it most rather than going to waste. This spirit of giving back is also reflected in their reforestation efforts. In a heartwarming collaboration with Springbok star Damian Willemse and One Tree Planted, vida encouraged customers to purchase bamboo reusable cups, with a tree being planted for every cup sold to help restore green spaces in underserved communities.
Beyond these global initiatives, there is a strong focus on "Local Love". By sourcing products like Rooibos from sustainable producers like Red Espresso and offering plant-based proteins from On The Greenside, they prioritise local suppliers who share their "clean and green" DNA.
Being a "conscious consumer" doesn't have to be a chore; in fact, at vida, it actually saves you money and helps the environment in three easy ways:
Bring Your Own Mug: Use any reusable travel mug to receive a R2 discount on your caffè.
Recycle Your Pods: Return your home compostable capsules to the store to ensure they are handled responsibly.
Request "Garden Gold": Ask your barista for used coffee grounds to give your home garden a natural nitrogen boost.
It’s inspiring to see a brand that started on a Cape Town street corner now leading the charge for a more sustainable South Africa. By choosing where we buy our daily fix, we are voting for the kind of world we want to live in. So, the next time you hear that bell ring and a friendly "Obrigado!" echoes through the store, know that your coffee is part of a much bigger, greener story.
