While Thrive Market is an online natural products retailer, it has been a champion of regenerative organic agriculture in both developing its own private label products and supporting brands the site carries. Thrive Market Breakfast Blend is just one such product created in direct partnership with a small co-op of organic farmers in Peru that produce the highest quality arabica beans. The primary co-op family has made it their mission to educate farmers across the region in regenerative, biodiverse farming practices, including composting and water reclamation. There are 13 families growing and participating in the cooperative and the goal is to expand to 50 or more in the coming years. "The farming cooperative we partner with in Peru is an amazing group that focuses on utilizing Regenerative Organic practices, including growing a variety of food crops amidst their coffee, such as fruit trees that are being grown for the community … Thrive Market has connected with them to both directly purchase beans as well as engage in community projects that support their operations and broader mission to expand and support more families in the region. By moving to direct trade and community projects, we are able to pay a premium even above comparable ‘Fair Trade’ rates in the region and have a greater impact," explains Jeremiah McElwee, chief merchandising officer at Thrive Market.