Actor Hugh Jackman is particular about his coffee. He takes it strong, smooth, always in the morning, and it has to be fair trade. He and his business partner, David Steingard, live by their company’s motto: Make Every Cup Count.
Jackman and Steingard’s company, Laughing Man Coffee and Tea, is based in New York City. They found it together and through it, they aim to tie together community health, sustainability, and good coffee. Laughing Man Foundation, a charity attached to the company, donates much of the profit to Fair Trade USA projects. It began as a simple idea but is growing explosively, with two Manhattan cafes, a product line available across the country through Keurig, and a measurable impact in the coffee-growing communities Laughing Man works with.