Wednesday, March 12, 2014

Shoes and Coffee Make the World a Better Place


photo c/o Elle

         What two things make the world go round? Shoes and coffee of course. Blake Mycoskie, the founder and CEO of TOMS, clearly knows this. Yesterday, March 11, he announced his newest business venture at the South by Southwest conference. The “one for one” business model will continue to be followed, but this time it’s not a pair of shoes that will be donated for every pair bought. Coffee beans are harvested in Guatemala, Peru, Malawi, Rwanda, and Honduras. These countries will now reap the benefits of TOMS selling a bag of coffee beans because for each one sold, someone will receive clean water for the week and for each cup sold someone will get clean water for the day.
Many people, especially in America, are blind to the fact that water is extremely scarce and that many people in other countries, as well as our own, cannot get it. Clean drinking water is something we take for granted and Mycoskie is taking a step in the right direction by not only providing clean water to those who do not have it, but by creating awareness of this issue through his company.
According to an interview on Elle, Mycoskie claims that TOMS has always had a good relationship with Whole Foods through shoe sales, so an arrangement was made for them to sell the coffee nationally. There will also be a club on TOMS.com where people can create profiles and state their favorite types of coffees so that TOMS can send them specialty coffees each month, including the farmers and harvesting information.
A “community experience” is also a big focus. Coffee shops have become less quirky and eclectic and are more generic. TOMS CEO and founder wants to bring us back to the time of cafes and the experience people used to have at coffee shops before they were a place to get away from home and work.

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