Source: Apostle

A direct-to-consumer coffee brand has launched an invitation-only subscription service where potential members must prove their “conscientious credentials” before being allowed to sign up.

Potential subscribers of Apostle Coffee’s new membership service must take a ‘How Green Are You?’ quiz to test their “ecoknowledge” with only those “who score high enough” allowed to become a ‘Coffee Apostle’.

“Members will only be invited to subscribe if they prove their sustainability credentials or receive a referral from existing members,” the brand said.

“The invite-only subscription service allows Apostle to control the growth of [our] membership and safeguard [our] environmental pledges and commitments,” it added.

The company said other coffee brands “seek to profit from unsustainable growth and scale”, whereas it will “never grow beyond its 5,000 members”.

Subscribers also benefit from the Apostle Points rewards scheme, whereby accrued points can be used against future purchases or subscription renewals.

The roastery was launched in 2016 and its full range is organic and carbon neutral accredited. The facility is described as off-grid, with energy generated onsite via a dedicated wind turbine and solar panels.