Brita will help to raise awareness of charitable initiative Project Waterfall, which aims to bring clean water to the communities which grow coffee, through a joint UK Coffee Week Thunderclap campaign.
The water filtration expert is urging professionals to join the Thunderclap which will go live during fundraising event UK Coffee Week (11-17 April).
On the 14 April, the Thunderclap will simultaneously send out a message of support for the charity on the social media channels of those who joined the campaign.
This action is designed to harness the power of social media to get the industry and consumers talking about the cause.
It will include a call to action to support the charity and raise funds by buying a coffee in one of thousands of participating UK Coffee Week outlets during the week.
Miles Dawson, sales director, Brita Professional commented: “90% of coffee is grown in developing countries where 60% of people do not have access to safe, clean water. Supporting these coffee growing communities is so important to our industry.
“By backing our Thunderclap campaign you will help make a difference by spreading the message and increasing awareness of the vital work the charity undertakes as well as helping to raise much needed funds.”