The TOMS company, known for its one-for-one philanthropy business model, extends the range of products that benefit both a direct consumer and a person in some poorer region. Along with shoes an glasses, now TOMS sells “goodwill” coffee through its new TOMS Roasting Co. Each bag of this coffee brings one week of water—140 liters—to a person who lives in deprived communities where safe drinkable water is a precious product.
The researches show that 1.8 billion people do not have access to clean water, and as many as 2.5 billion people across the globe are not provided with adequate sanitation facilities. Inspired by the desire to improve the current situation, TOMS initiative is to “turn” the world’s most favorite morning drink into drinkable water.
The new range includes six premium coffee varieties, each produced in countries where TOMS charitable initiative rolls out. The company emphasizes that the beans for the TOMS Roasting Co. products are sourced through direct trade in such countries as Rwanda, Honduras, Peru, Guatemala and Malawi. To deliver the positive change to these regions, TOMS partners with Water For People, all to ensure clean water supply in the regions through sustainable, community-owned water systems.
“We’ve learned a lot through our Shoe and Sight Giving about what truly transforms communities in need—and it was important that the next One for One support economic opportunity,” commented TOMS’ founder Blake Mycoskie on what inspired the new program. “Through my travels, I found that some of the greatest coffee comes from developing countries. I learned that the largest ingredient in coffee is water, and that in many of the countries producing coffee, there are huge populations of people without access to safe water. That was the ‘aha moment’ for me, and TOMS Roasting Co. was born—Coffee for you, Water for all.”
The TOMS coffee will be sold at Whole Foods Market across the USA, on TOMS.com and at TOMS Cafes. The suggested retail price is set at $12.99 for 12oz. whole bean or ground bags. All the beans, sourced from the five regions mentioned above, will be roasted locally in the USA.