Fair Trade: uncle Wolf changes the World with a Cup of Coffee

Now there is a way to make the coffee stronger: Wolverine serves it to you. X-Men star Hugh Jackman (Hugh Jackman) partnered with Keurig Green Mountain Coffee to produce a fair trade coffee line-without Wolverine claws, of course.

This summer, Jackman's "funny coffee" (Laughing Man Coffee) can be brewed using Keurig Green Mountain Coffee (Keurig Green Mountain), a ubiquitous single-cup K-cup coffee machine. His brand will add some philanthropy to the office pantry products: each cup of coffee is Fairtrade certified, indicating that it meets specific environmental, labour and development standards in the production process.

"this is a cause born of love, and it has been going on for six years." Jackman says he started running Laughing Man Coffee for the first time since a trip to Ethiopia in 2009. Jackman went there as ambassador for World Vision (World Vision) to make a documentary about coffee, a non-profit organization that deals with poverty. There, Jackman met a farmer named Dukale, who had the same name as Keurig's new product.

"I was deeply impressed by his hard work and meagre income," Jackman said in an interview at the Crosby Hotel in SoHo. "he was the first person in the family to break the cycle of poverty in generations. I feel that I must make a commitment to him and help him overcome his difficulties no matter what. "

Jackman kept his promise and returned to New York to urge leaders at the United Nations Climate week (United Nations Climate Week) to support farmers like Ducar, who toiled seven days a week on a small farm with only 800 coffee trees and was still struggling to make ends meet. However, he understands that raising awareness of conscious consumption can advance his career.

In 2011, Jackman founded the laughing Coffee Foundation and opened two stores in New York. Best-selling product: Durka Dream (Dukale's Dream). In 2014, Keurig Green Mountain Coffee acquired the "comedian" brand and launched four "Durka Dream" coffees.

"I never thought there would be a coffee brand named after him." Jackman says he donates all the profits from coffee to support communities around the world.

Keurig Green Mountain Coffee was founded in 1990 by billionaire Bob Stiller-Stiller still owns about 5 per cent of the company and recently donated $10 million to Fair Trade USA. Since 2010, Keurig has been the largest buyer of Fairtrade certified coffee in the world.

"consumers are choosing more and more coffee flavors, and there is a growing demand for unique, super-premium coffee from the comedian collection." Keurigs Chairman and CEO Brian Brian Kelley said in a statement.

This cooperation is as sweet as milk and mocha coffee. Keurig achieved a huge marketing effect, while Jackman found an established distributor with a corporate conscience. More importantly, partnering with Keurig prevents Jackman from making questionable decisions that many social entrepreneurs face.

"they saved us, or we would have almost made a franchise," Jackman said. "A lot of people came to us because our coffee shop was doing well, and people liked our products, plus my popularity. They would say, 'Let's turn this brand into a franchise."

Jackman, who did not want to lose quality control, chose not to use franchising, which he thought was a wise decision. He firmly believes in the importance of Fairtrade products-and a good salesman.

"I am a realist and I am also a coffee lover. Do you love coffee, too? " Jackman asked, leaning slightly forward in the chair. When I politely declined and replied that I preferred tea, Jackman continued: "but you used the word love, so you must know that you will love that cup of tea, whether for charity or not."

"if I want to enjoy coffee at home, I have to like it, so the quality must be guaranteed." Jackman said enthusiastically, "and through Fairtrade, you know the quality will be first-class."

Jackman said that through fair trade, workers who produce products can get a fair price, the way farmers treat the soil can be guaranteed, there will be no child labor, and farmers' families will have access to education.

"fortunately, most people nowadays want to know where their T-shirts, jeans or coffee come from. and how people who provide them with these products are treated," Jackman explains. "they don't want to take advantage of anyone-through Fairtrade, you know that's not going to happen."

As for Ducar, Jackman said they continued to communicate by letter. "I think he must be very excited about it." (the documentary details Jackman's first trip, called Ducal's Dream, which can be viewed on streaming video.)

Jackman has earned about $23 million in the past 12 months, making him one of the highest-paid actors in the world; Keurig earned $4.7 billion in fiscal 2014. Meanwhile, the Chappie star insists he has no plans to open up any other business.

"sometimes I have to memorize lines, put on makeup or play someone else, but for now, we focus on it." Jackman said.

As for coffee, Jackman chooses black coffee, and of course prefers Ducal mixed with freshly brewed espresso. Although he has been in Hollywood for so many years, he still has Australian living habits at heart. "when I don't need to train for the character Wolverine, I prefer white coffee."

Chen Yuelin of Dai Lijuan School

Source: Forbes Chinese website