Becoming B Corp Certified with Fraser Lovell

Becoming B Corp Certified is no small feat, but it was a natural next step in a journey we’ve been on for decades. Fraser Lovell, our Head of Sustainability & NZ Procurement, was right at the centre of the process. We sat down with Fraser to hear how it all came together, why it matters, and where we go from here.

Q. Hey Fraser, can you share a bit about your role at Coffee Supreme?
A. Absolutely. As Head of Sustainability and NZ Procurement, I manage our sustainability initiatives while also looking after coffee procurement for New Zealand. That means I spend a good chunk of the year at origin — visiting farms across countries like Brazil, Nicaragua, and Colombia, connecting with coffee partners I’ve known for over a decade. My role is to ensure we source the best possible coffee while reducing our environmental impact and creating positive outcomes across the supply chain.

Q. Why did Coffee Supreme decide to pursue B Corp Certification?
A. For us, B Corp was about gaining external recognition for the way we’ve always done business. B Corps are companies committed to using business as a force for good — putting people, communities, and the planet on the same level as profit. That’s something that’s been core to Coffee Supreme for over 30 years. Pursuing B Corp allowed us to measure the work we’re already proud of while holding ourselves accountable to keep improving.

Q. What did your role in the certification process look like?
A. B Corp is no tick-box exercise — it’s a deep dive into your entire operation. Someone needed to lead the charge, and because I’ve been so heavily involved in our green coffee sourcing and sustainability initiatives (like mapping our carbon footprint), it made sense for me to step in. The process evaluates everything — how we treat our workers, suppliers, and customers, as well as our impact on the environment and wider community. It’s comprehensive and time-consuming but worth every second.

Q. What was the most rewarding part of the journey? And the most challenging?
A. The most rewarding moment was seeing our final score: 85.4. After starting this journey back in 2022, it was a long, steady process to get there. The challenging part was keeping the momentum alive — it’s a big undertaking that requires a lot of time and input across the whole business. It was also incredibly satisfying to put our values into writing. From supporting regenerative farming to empowering women in coffee or backing projects like shade crop planting and water management, it was a chance to showcase the real ways Coffee Supreme positively impacts people, communities, and the planet.

Q. How does this certification reflect Coffee Supreme’s values?
A. B Corp really formalises what we’ve always stood for. It’s rigorous — you need a score above 80 points, and every three years, you need to recertify. That ongoing accountability aligns perfectly with how we approach sustainability and ethical sourcing: always moving forward, always improving. 

Q. Relationships are a big part of how Coffee Supreme operates. How do your partnerships with farmers tie into B Corp?
A. Long-term relationships are the backbone of what we do. They’re about more than sourcing coffee — they’re about mutual respect, fairness, and building better outcomes together. Take our decade-long partnerships with the Mierisch family in Nicaragua and Fazenda Ambiental Fortaleza in Brazil. Both focus on environmental stewardship, fair compensation, and treating workers holistically. These relationships ensure farmers can invest in sustainable practices, like agroforestry and water conservation, which align directly with the B Corp principles.

Q. What kind of impact do you hope this certification has on the coffee industry?
A. I hope it raises the bar for what people expect from coffee businesses. B Corp highlights issues like fair payment across the supply chain, the need for sustainable farming systems, and the importance of treating coffee as something much more than a commodity. It’s about trust, awareness, and accountability — and I hope it encourages more businesses to step up.

Q. How does B Corp Certification shape your day-to-day decisions around green coffee sourcing? 
A. It adds another layer of intention to what I do. When I visit farms and suppliers, I’m not just looking for quality coffee at the right price — I’m looking for partners who share our values. That means prioritising regenerative farming practices, which improve soil health and conserve water. It’s also about bringing diversity and inclusion into the supply chain — supporting women-led businesses, Indigenous growers, and cooperatives that make coffee production more equitable and resilient. These choices help us reduce our ecological footprint while building a stronger, more sustainable coffee future.

Q. How will Coffee Supreme keep building on this achievement?
A. B Corp isn’t a finish line — it’s a platform to keep improving. The certification reflects so many of the things this business has been built on over the last 30 years: sourcing directly from origin, supporting coffee-growing communities, and looking after our people and processes. Moving forward, we’ll keep pushing to reduce our carbon footprint, deepen our supply chain relationships, and find new ways to raise the bar for sustainability. We’re proud of where we are, but we’re even more excited about where we’re heading.

Learn more about B Corp here.