Having Clearly Articulated Values Makes It Easier for Brands to Communicate

Salt Spring Coffee wanted to communicate more about its many values-driven initiatives, but did not have a clearly articulated set of values, which made storytelling difficult. Elettra worked with Salt Spring Coffee’s leadership team to identify and define the organization’s values as well as mission and vision statements.

Identifying our values definitely helped with storytelling, but in a broader sense, it also helps guide us in making business decisions, choosing strategic partners, and supporting relevant causes.

- Peter Chu, Marketing Manager at Salt Spring Coffee

The values were also woven into the company’s brand voice and photography guidelines so that they could be reflected in all of the company’s communications.

Salt Spring Coffee’s new vision, mission and values are:

VISION

A world where every business has a positive impact on humanity and the environment.

MISSION

We change the world for the better through coffee.

VALUES

Caring

We care deeply about the wellbeing of others and strive to create a safe and supportive team environment that welcomes all and celebrates diversity.

Responsible

We recognize the responsibility we have – both collectively and individually – to ensure that we have a positive impact on the world around us. 

Engaged

We are purpose-driven company that is acutely aware of the important issues that affect our world and passionate about championing solutions to effect change.

Authentic

We are an independently owned company that is authentic in how we present ourselves to the world and genuine in our desire to improve it.

Quality-Driven

We strive for quality in everything that we do and commit to producing products of the highest standard, both now and in the future.