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‘Make Every Cup Count’ - A Story of Fair Trade Coffee by Hugh Jackman

Coffee beans and coffee

Hugh Jackman’s Laughing Man Coffee Company is on a mission to deliver premium coffee while giving back to the farmers producing it. We seek to empower coffee-growing communities throughfair trade practices, uplift and support the farmers, eliminate poverty, provide access to higher education, and help coffee farmers everywhere to achieve their dreams. 

Fair Trade and Laughing Man Coffee Company

In 2009, Hugh Jackman and his wife Deb traveled to Kochere, Ethiopia as global ambassadors for World Vision Australia. There, Hugh met a coffee farmer named Dukale, who was growing coffee using a simple technology that had zero carbon emissions. Hugh worked with Dukale on the farm, planted coffee trees named after his children (Eva and Oscar), and spent time with Dukale’s family and community. Moved by Dukale’s spirit, leadership, and laughter, Hugh realized that there are coffee farming communities like Dukale’s around the world, whose story needs to be told and whose coffee needs to be tasted. He promised Dukale that he would help, and Laughing Man Coffee was born.

Laughing Man Coffee believes that giving people a hand up instead of a hand out can make a massive difference in their lives. With this in mind, we began donating all our profits to the Laughing Man Foundation. The need forsustainable development, better trading conditions, and the security of marginalized workers led the foundation to team up with Fair Trade USA, an organization which sets standards for and certifies fair trade products in order to make life better for coffee farming communities.

Our community believes that every person has the power to make a difference, and that it can be as simple as supporting products such as Laughing Man Coffee, which promote greater equity in international trading partnerships through dialogue, transparency, and respect. 


Hugh Jackman as the founder of Laughing Man coffee company

‘Make Every Cup Count’

Our mission got an update with the Make Every Cup Count campaign. We unveiled an updated logo, revamped packaging, a new recyclable pod format, and expanded varieties. Because we wanted to do more for our farmers, we donated double the amount of profits to coffee-growing communities for thirty days after the launch of the campaign. Additionally, we amplified our social media, digital advertising, and video series in order to increase the campaign’s popularity.

Our fair trade coffees ensure that farmers receive fair compensation for the excellent coffee they produce. We honor the hard work and dedication of these farmers, and work to encourage their dreams. Because of the need for better educational facilities for children and adults, we provided 40 college scholarships to family members of COOCENTRAL cooperative. We also gave funds to improve 100 homes and help them to renovate their homes and raise their quality of life. 

By purchasing from Laughing Man, you make every cup count. You can feel proud to be giving back to the coffee farmers with every sip. Our stores are located in New York City, but you can also order from our online store and be a part of our community.

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