The Amarella Trading GmbH has established and perfected a uniquely sustainable and fair direct-trade concept with coffee farmers from India, Brazil and Mexico over the last decades. Amarella customers can exclusively obtain the coffee harvest from any one plot (or several) from a growing area. The special feature is that each plot has its own terroir (soil, microclimate, interaction with neighbouring plants, sunlight, water balance and altitude) which forms a distinctive and individual flavour profile in the plants of a certain plot. This in turn provides a unique selling proposition for the customers of amarella and recipients of these individual coffees. Werbeagenten conceived and implemented the online presence including a shop system.