Chimney Fire Coffee - 2024 impact report review

I reviewed Chimney Fire Coffee’s first impact report last year and have enjoyed seeing the changes between that one and this year’s. They are crystal clear on the impact they want to have and I particularly loved the detail they went into to describe the problem they’re addressing.

Given that coffee forms such a central part of our culture and day-to-day lives, I always enjoy learning about its history, its impact and the steps that innovative businesses are taking to create a better approach to producing coffee.

👍🏻 Three things I like:

1. CLEAR ON THE PROBLEM THEY ARE ADDRESSING

The CEO’s intro is very clear and specific about the problem they are addressing and why it matters. They then go on to explain this problem – it’s clear they’ve ‘fallen in love with the problem’ and understand it in detail.

2. EXPLAIN THE FINANCIAL IMPACTS OF THEIR APPROACH 

They explain the financial impacts of sourcing directly through examples and specific figures. This made the problem and the impact they’re having easier to understand and more tangible. I learnt something too!

3. CLEAR DONATION STRATEGY, CONNECTED TO THEIR BUSINESS MODEL & MISSION

They use their impact report to make a call for new charities to support. They’re clear on what causes they are looking to support – it sounds like they have a charitable giving strategy. And they are looking to support causes which are connected to their business model and mission.

❓ Three questions it raises:

1. HOW DO THEY INTEND TO INFLUENCE THE WIDER SECTOR?

What are they planning on doing to influence the wider coffee sector and market, other than through being transparent in an impact report?

2. WHAT WERE THEIR SCOPE 3 BOUNDARIES?

They use their impact report to disclose carbon emissions. I wasn’t sure what was / wasn’t included in Scope 3 emissions. I couldn’t see the emissions from consumption in there and my understanding is that the emissions from people boiling kettles to make their morning brew are high.

3. WHAT’S THEIR APPROACH TO CHARITY PRICING?

They mention a ‘charity rate’ which suggests they use tiered pricing. I was curious to understand their approach and the thinking behind it.

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You can read the report for yourself here and let me know what you think.


If you’re preparing to write your own impact report, you might find my FREE Impact Reporting Roadmap helpful:

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