Pura Vida is founded on the conviction that business can be driven by good rather than greed; that capitalism can be an agent for compassion.

Pura Vida's mission and methods are predominantly derived from a few core values:

• Excellence in coffee: Pura Vida is premium gourmet coffee, an affordable luxury, a sensual reward to the discerning consumer.
• Nourishing: Pura Vida is an engine of benevolence and compassion. It promotes physical and spiritual well–being, environmental integrity and the value of hard work.
• Sense of urgency: Pura Vida is assertive. It applies imagination, and initiative to problem–solving. It addresses social and environmental issues that urgently need solutions.
• Redefining capitalism: Pura Vida actively promotes a replicable model for more humane capitalism built on economic fairness, environmental sustainability, and philanthropy.