We have brought a farm-direct coffee bean experience to customers since the debut of 18/25 Altura in November 2014. To further strengthen the connection between coffee products and coffee communities, we have established “Thought of the Farm Charity Fund” to give back to farming communities. For every 18/25 Altura promotional drink sold, Pacific Coffee donates HK$1 to the Fund. As of 2016, we have donated over HKD130,000 to the Fund. All money raised is used to improve the livelihood of local farmers.