Reggie's Roast "Operation Giveback"

It is a geo-political fact that the best coffees in the world are produced in economically challenged regions of the coffee producing belt. Jamaica and regions of Central and South America, along with the Pacific Rim and Africa are prime examples. The life of the coffee farmer like that of any farmer in the developing world, is subject to the forces of nature.

Figure 1 Reggie ChungLoy, atypical coffee farmer

Tropical rainfalls, the equatorial sun, pollinating allies of the animal world, the creatures of the soil, are all partners in a process that we as the consumer, sitting in our favorite cafés, or in our homes, surrounded by the perks of our first world economy, is rarely cognizant of!

LIFE OF A FARMER

Rising at the crack of dawn, tilling the soil through the hot tropical sun, navigating on hilly terrains is the daily lot of the coffee farmer.

Figure 2 Reggie's Roast coffee farm nursery with young coffee plants

The average coffee farmer in the Blue Mountains of Jamaica is a small businessman or woman, whose struggle to provide for his or her family, is dependent not only on the physical labor of working the soil, pruning the trees, balancing shade and sunshine, but also on the idiosyncrasies of Mother Nature.

Figure 3 Each coffee tree individually planted by hand	Figure 4 Picking coffee cherries

Droughts, floods, tropical storms and hurricanes with names like Dennis, Emily, Ivan (the Terrible), and now recently Dean, are all factors that determine the success of the crop.

Having survived these sometimes catastrophic challenges, he or she must now hope for a fair price for the eventual crop, and when a fair trade price is realized, it provides for the basic necessities of life, and maybe a few “luxuries”. There is no health insurance, no life or disability insurance, no pension plan.

Yes my friends, the life of the farmers that produces our finest coffees are far removed from our standard of living, those of us who enjoy these fine products.

Do we have a moral duty or responsibility to be cognizant of their plight? It is my humble opinion that those of us who are from these lands, most certainly do. Call it our social responsibility, moral obligation, or corporate citizenship, whatever term we use, those of us who are more privileged, must give back!

Reggie’s Roast Operation Giveback was created to do just that! The privilege of giving should be a basic part of our being!

My colleagues and I experience that thrill during each and every health fair that we undertake. We do not have a great deal to offer (as yet), but each small gift is warmly appreciated by those who have little.

Drs. Matthew Smith (R) and H. Reggie Chung-Loy (L) in Jamaica	H. Reggie Chung-Loy with patient at Cedar Valley Health Center	Dr. H. Reggie Chung-Loy examines child in Pt. Antonio, Jamaica

Dr. James Jeffries III, Plastic & Reconstructive Surgeon (R), Dr. H. Reggie Chung-Loy, General & Vascular Surgeon (L), and Ms. Sandra Falconer formerly of Air Jamaica. Doctors’ James Jeffries and H. Reggie Chung-Loy in conjunction with local physicians, performed reconstructive surgeries on several breast cancer survivors during Breast Cancer Awareness Month in Jamaica.

Dr. Matthew Smith examines elderly patient	Drs' Serena Joseph, Internist, Stephen  Ford, Internist, Diane Sinquee,Pediatrician, with Sandra Falconer inPt Antonio, Jamaica

In continuing with our commitment to assist with educational projects that benefits the children of the Blue Mountains coffee farmers, Reggie’s Roast Operation Giveback for the upcoming fiscal year, will provide significant resources to recruit and retain special educators for children with special needs. This is our 2007-2008 commitment. (see below).

Children of Health Fair in the Blue Mountains	Health Fair patients gathering for health fair

REGGIE’S ROAST OPERATION GIVEBACK 2007-2008 PROGRAM

Reggie’s Roast has partnered with the Cedar Valley Primary and Junior High School, to provide assistance with the implementation of the literacy project for 2007-2008.

Cedar Valley Primary and Junior High School Literacy Project

Description of School & Project

CVPJHS is a government owned school that provides formal education to 224 students from the farming communities of NW St Thomas, at the foothills of the Blue Mountains.
The economic activities of the region revolves around farming, especially coffee farming. The Moy Hall factory located in CV is a major source of employment to the region. The predominantly depressed socio-economic state present challenges to the parents who look to the school for any available assistance to help with their children.

With an average attendance of 85% there is a less than satisfactory literacy performance by students. Lack of reading skills, along with poor standard test outcomes, leads to truancy and increase drop-out rates. The literacy project is designed to address the needs of these children, with the goal been increase literacy and level of education. The program provides effective reading instruction through electronic media and special educators not normally provided in the government owned school.

Reggie’s Roast Operation Giveback is providing significant funding for this project during the 2007-2008 academic year.

Reggie’s Roast Operation Giveback is a fuel of our existence and will be a cornerstone of our business soul!

One World, One Love!!!