Founder’s Roast: Alzheimer’s Awareness


12 oz bag: $30
5 lb bag: $110

June is Alzheimer’s and Brain Awareness Month. Worldwide, 50 million people are living with Alzheimer’s and other dementias, and a couple of those people are close to us here at Purity Coffee: Our parents (and previously grandparents) suffer from Alzheimer’s disease (AD) and other forms of dementia.

Luckily, there are lots of places to find help as a caregiver or relative of a person with AD, such as We wanted to give back to the organizations that have helped so many people, and what better way than a coffee fundraiser? We’re donating 10% of the purchase price of every bag of Founders’ Roast sold to help support Alzheimer’s care, research, and awareness. After all, coffee has numerous health benefits for the brain—not the least of which is comfort in times of turmoil.

Cupping Notes

Fragrance of ground coffee: Roasted hazelnut, milk chocolate
Aroma during brewing: Brown sugar, lime zest
Taste: Sweet, nuts & chocolate with a delicate lemony acidity

This specially formulated coffee will be roasted and shipped beginning on June 22nd.

(Read more about this exceptional coffee and the science behind it in the description below.)

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Product Description

As with all of our coffees, this Founders’ Roast began with the basics of healthy coffee: We tested specialty quality, organic coffee first to ensure it was free of mycotoxins and other contaminants. We also tested and selected for the highest levels of chlorogenic acids (CGA) and trigonelline (both antioxidants). This Founders’ Roast meets those high standards, and also is exceptionally produced: It is certified organic, Demeter biodynamic, Smithsonian Bird Friendly, and regeneratively farmed with the most nutrient-rich, bio-diverse soil conditions.

When talking about the roast, we want to be clear that we are not making any health claims about this coffee, but rather that we are following the science to create what we imagine would be an outstanding coffee in the arsenal to prevent Alzheimer’s disease.

We decided to use the roast levels of the Fukuyama study that demonstrated reduction of BASE1, while retaining CGA lactones, which are more permeable to the blood-brain barrier and are significantly correlated to neuron cell survival. This translates to a darkish-medium (53 ±1 Agtron) color that thermodynamically reduces acrylamide to low levels.

Alzheimer’s and Coffee

How does AD come about? Research shows the cause of AD is the production and accumulation of plaque deposits of a peptide called beta (β)-amyloid (Aβ) in the brain along with flame-shaped neurofibrillary tangles of the protein tau. These Aβ peptides are in turn created by the enzymes β-secretase (BASE1) and γ-secretase.

To prevent plaque deposits, one strategy that has been used is to diminish BASE1 and γ-secretase. Caffeine has been reported to drop Aβ levels through the reduction of β- and γ-secretase, protecting AD mice against cognitive impairment (Arendash 2009). This indicates that coffee consumption naturally could be a preventive intervention. In one study, crude caffeine, a by-product of the coffee decaffeination process, reduced the number of amyloid plaques in the hippocampus in AD mice more than pure laboratory caffeine alone (Chu 2012), demonstrating that the complexity of coffee in its entirety is beneficial, not just the caffeine.

It is indisputable that many people drink coffee for the effects of caffeine, coffee’s most notorious constituent. However, at Purity we like to say often that coffee is much more than just caffeine, and there are plenty of epidemiological and clinical studies that show the valuable effects against dementia and AD from consuming coffee that don’t point to caffeine as the sole compound of worth. Two key studies revealed that the neuroprotective benefits of coffee are due to other bioactive compounds that demonstrated improved cognitive and motor behavior in aged animals (Shukitt-Hale et. al. 2013 and Chang & Ho 2014).

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