The story in plain English
Values language tells you what a company wants to stand for
Campos Coffee presents the belief that coffee tastes good when it is made ethically, sustainably and with care. These words communicate the values the company wants customers to associate with its coffee.
Values language can be meaningful, but broad words need context. Ethical may relate to relationships, working conditions or payments. Sustainable may refer to environmental, social or financial practices. A careful reader asks what action, standard, evidence or report supports the word.
For English learners, the key is attribution. Instead of writing “the coffee is sustainable” as an independent conclusion, write “Campos says it focuses on ethical and sustainable coffee.” This accurately identifies the source.
Ask one useful question
When a menu uses a broad claim, you can ask: “Could you tell me what sustainably sourced means here?” A good question is curious rather than confrontational.