Newhall Coffee, the Michael Hoefflin Foundation, and Local Retailers Partner to Keep Coffee Profits Local
When life hands you lemons, don’t just make lemonade, make a stand and sell it. Nearly every facet of the economy has been impacted by the recession, and charitable contributions to non-profits were down in 2009, continuing through 2010. While many organizations are utilizing traditional methods to bridge the gap, a group of community leaders have implemented a program to help them grow out of the recession.
A survey by the National Coffee Association found that while the “…recession floored commodity sales nationwide, coffee consumption remained strong”, and is an $18B market in the United States. There are over 100 million coffee drinkers in the U.S., who purchase coffee. With a strong entrenched market, the notion occurred to the Newhall Coffee Roasting Company to take the profit normally earned by corporate America and redirect it to local charities.
In January 2010, Newhall Coffee launched its “Newhall Coffee for a Cause” program and partnered with the Michael Hoefflin Foundation for Children’s Cancer (MHF) to pilot the initiative.
Newhall Coffee partnered with Whole Foods Markets to offer the MHF Hope Blend in their Valencia store, creating a manufacturer/retailer/charity partnership. For every bag sold, Newhall Coffee donates $1 to the Foundation. The partnership between Whole Foods, MHF, and Newhall Coffee creates a win-win-win for a notable retailer, small roaster, and very important cause. And it’s working: since its launch, the MHF Hope Blend has been selling-out at the Whole Foods Market in Valencia.
MHF and Newhall Coffee have also partnered with the Railroad Café, a local coffee house, to serve as a point of sale. The Railroad Café benefits from the Foundation’s marketing efforts that drive traffic to the store, and from its affiliation with a great cause. Newhall Coffee benefits from increased market share and top-line growth. Local enterprises engendering growth for one another while benefiting the greater good; now that’s novel.
While this may not be an entirely new idea, success often depends on position and timing. The people behind Newhall Coffee, the Michael Hoefflin Foundation, and local retailers are confident that now is the time to institutionalize an evolved way of making purchases. Who knew coffee could do so much to bring about a shop local revolution?
For more information contact Railroad Cafe located at the corner of Market Street and Railroad Avenue in Newhall.