We meet for it, offer it, pick it up and put on pots of it: whether you drink it or not, coffee culture is a real thing. A coffee-drinking consumer today has their choice of café (Internet to Cat [yes, the pet]), style (espresso, americano, cold brew, to name a few) and easy ways to obtain their brew of choice at home and on the go. Even those who prefer tea, hot chocolate or cider can agree that the market for hot beverages is one that offers convenience and quality, just the way they like it. But as it is with many products that are fast and convenient, the trade-off is often a lack of sustainability along the supply chain. This can include diminished equity for producers and negative environmental impacts. Thus, the International Coffee Organization created International Coffee Day. Recognized on September 29 in the United States (the world’s second-largest importer of coffee beans), the event is a way to acknowledge that something as ubiquitous as coffee has varying degrees of sustainability. Being aware of these can help us make better choices.