Hugh Jackman launched a coffee company inspired by an Ethiopian farmer in 2011; 3 years later, Keurig took his brand into stores nationwide

Successful ventures can sometimes start with an own experience that shifts how someone watches a daily product. For Hugh Jackman, a journey to Ethiopia introduced him to coffee farmer Dukale and motivated a concept that linked coffee with assisting for farming communities.

After his trip to Ethiopia for a documentary regarding development ventures in 2009, Jackman was motivated by his meeting with Dukale. After two years, he brought Laughing Man Coffee with the mission of assisting to enhance the situations of coffee farmers.

The Mission Behind Laughing Man Coffee

Laughing Man Coffee was founded in 2011 and built around the idea of providing premium coffee while giving back to the communities that produce it. Jackman contributes 100 percent of his profits from the coffee brand to the Laughing Man Foundation, which supports coffee farming communities through programs involving infrastructure, education, and housing.


Jackman explained his motivation in a statement: “By creating Laughing Man Coffee, I saw an opportunity to make a difference in the world with exceptional coffee,” said Hugh Jackman, co-founder of Laughing Man Coffee and the Laughing Man Foundation.

Development of the Brand

Later the availability and product range of Laughing Man Coffee expanded. The brand introduced updated packaging, a recyclable pod format and extra varieties. Its products became available in retail shops nationwide like Target, as well as throughvia LaughingManCoffee.com.

Keurig also became involved in extending the brand’s reach. Scott Moffitt, chief brand and beverage officer at Keurig, stated: “We are proud to not only expand the availability and varieties of Laughing Man Coffee, but also to increase our support of the farmers around the world who make our coffee.”

“Make Every Cup Count”

The brand launched the “Make Every Cup Count” campaign to emphasis its goal. The campaign included retail approaches, digital advertising, social media and a video series showcasing Jackman’s visit to coffee farmers.

Jackman also explained the philosophy behind his association with Dukale: "The time I spent with Dukale made me realize that if you give people a hand up rather than a handout, the difference it makes to them is massive," he stated to CNN.

Supporting Coffee Communities

The Laughing Man Foundation works to support coffee-growing communities, including through its partnership with Fair Trade USA. The supplied details cites that the foundation encouraged scholarships and enhancements to homes in Colombia.

Jackman stated about the wider concept behind the venture by citing: “Through a very simple choice of buying fair-trade coffee, we can take part in change," he told CNN.

Laughing Man Coffee’s story associates a daily product with a goal to support the people who produce it. As Jackman mentioned to Entertainment Weekly: “Every aspect of our business should be making everyone happy. Including the people who grow [the coffee].”

FAQs:

Q1. Who founded Laughing Man Coffee?

Laughing Man Coffee was founded by Hugh Jackman in 2011.

Q2. What inspired Hugh Jackman to start the organization?

Jackman was motivated after meeting an Ethiopian coffee farmer named Dukale.