It's called the Toms Roasting Co., and it comes from the same Blake Mycoskie-led team that brought you the globally conscious TOMS footwear brand.
In an appearance at South by Southwest today, Blake Mycoskie, the founder and CEO of TOMS--the popular canvas slip-ons popularized by a "one for one" model in which every pair of shoes sold will see a pair donated to a child in need--is announcing that they will be bringing the same model to their own line of coffee.
Under the umbrella brand of Toms Roasting Co., each bag of coffee sold will go to providing 1 week of clean water to a person in need.
Toms Roasting Co. comes out of the gate with six different coffee flavors, currently available on their web store, in their own cafes and storefronts, and retailing exclusively through Whole Foods. Here's how TOMS describes the high-level of their 6 flagship flavors:
Each region we source from produces a signature flavor profile, but they all have one thing in common: a proud, longstanding tradition of great coffee. Our beans are roasted locally in the U.S.A. – a custom, fine-tailored process to illuminate the defining characteristics of each region's harvest.
And here's what's in each flavor:
- Guatemala Roast: plum, coriander, chocolate
- Honduras Roast: clean, silky, almond
- Carpe Diem Espresso: complex, walnut, spicy
- Malawi Roast: berry, chocolate, marmalade
- Single-Origin Rwanda Coffee: floral, sweet, lemon
- Peru Roast: pleasant, caramel, apple