In the saddle: Giving local groups a break

Chicago – Seattle’s Best Coffee has launched a scheme that rewards non-profit-making organisations that help their communities.

Through the Brew-lanthropy project, the Starbucks-owned brand aims to deliver ‘great coffee wherever it is needed most’. The first recipient of the award – Blackstone Bicycle Works in Chicago – has provided a service to teach local youngsters how to renovate discarded bikes found in the area. They were rewarded for their efforts with a break-room makeover and a year’s worth of coffee.

Michelle Gass, president of Seattle’s Best Coffee, says of the scheme: ‘Providing a great cup of coffee to those who quietly and courageously transform their communities every day is just one way Seattle’s Best Coffee can show appreciation for their hard work.’

Brands are increasingly showing an awareness of social responsibility. For more information, read our Anarconomy Decade report.