Executive Summary

The purpose of Beans of Change is to create a nationally branded model for improving the way communities fund social change making. Celebrating the innovative successes that Newman’s Own has had supporting children charities, Tom’s Shoes has had providing shoes to third world countries and Warby Parker has had with providing glasses to those who cannot afford them, Beans of Change intends to tap the multi-billion dollar consumer markets for coffee, cocoa and edible dried beans to reinvent the way America raises money for projects that build community and change lives.

Market Opportunity

  • Annual Sales of Coffee Beans: $36B (Retail Sales)
  • Annual Sales of Cocoa Beans: $8.4B (Export Sales)
  • Annual Sales of Dried Edible Beans:  $2B (Retail Sales)

Rationale for Project: 

  • Market Margins: Fifty-five percent of global online consumers across 60 countries say they are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact, according to a new study by Nielsen. The propensity to buy socially responsible brands is strongest in Asia-Pacific (64%), Latin America (63%) and Middle East/Africa (63%). The numbers for North America and Europe are 42 and 40 percent, respectively.
  • Market Interest: Eighty-four percent of consumers globally say they seek out responsible products whenever possible, though eight-in-10 (81%) cite availability of these products as the largest barrier to not purchasing more (2015 Cone Communications CSR Study).
  • Product Rationale: Coffee, cocoa and dried edible beans are internationally recognized food staples with long shelf lives, thus eliminating the need for expensive refrigeration and the risk of short term perishable loss.
  • Multiple Revenue Streams: Due to the relative simplicity of product preparation, packaging, storage and delivery – the markets and margins for branded bean sales are substantial including targeting traditional wholesale food service companies, retail grocery stores, stakeholder community groups in need of fundraising, online sales and – last, but not least, investors seeking portfolio return metrics to include social impact as well as economic return.

Call to Action

We are seeking project sponsors to launch the brand. Startup funds will be used to develop the brand, purchase inventory, create an online presence, conduct packaging and distribution model testing and for workforce training. Please contact Roy Allen at 602-327-6312 for more information or via Roy@smallMattersInstitute.org.