Air has coffee with Anne Caron

The first woman to win the Best Coffee Roaster in France competition in 2017, crowned Meilleur Ouvrier de France (Best Craftsman of France) in 2023 (why don't we say "Ouvrière", or Best Craftswoman by the way?), Anne Caron runs the family-owned SME with 150 employees founded by her parents in 1974.

At a time when coffee shops are popping up everywhere and specialty coffees are all the rage, Anne Caron proudly proclaims her practical wisdom, also called "peasant's good sense". She affirms her mission: “Everyone should have access to high-quality coffee that is good for them, good for the people who produce it, and good for the planet. The best specialty coffee should be accessible everywhere and to everyone.”

This is not just a slogan, confirms Pauline Héraly, CEO of Air: “A proponent of transparency in an opaque and crisis-ridden industry, Anne Caron says what she does, and above all, she does what she says: she has become one of the leaders in specialty coffee in the corporate world, serving no less than 120,000 cups of sustainable coffee per day.”

Unsurprisingly, Air was won over by this company, which prides itself on controlling every stage of the manufacturing process, from production to the cup, while respecting biodiversity. It pursues a responsible purchasing policy, transporting the coffee by sail to Le Havre and roasting it using traditional methods, without any chemical additives.

“That's a lot of great stories to tell,” says Arnaud Bailly and Edouard Coune, creative directors and branding managers at Air.

It was love at first sight for both parties, because after consultation, La Maison Anne Caron, located on the outskirts of Paris, chose to entrust its communications to the Brussels-based creative agency, which has just renewed its BCorp certification.