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TOMS Is Expanding Into the Coffee 'One For One' Realm

Blake Mycoskie spoke today at SXSW. Image via Getty
Blake Mycoskie spoke today at SXSW. Image via Getty

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TOMS is entering the coffee biz, the company's CEO Blake Mycoskie announced today at SXSW, aiming to bring its One for One business model to a new niche.

According to Fortune, TOMS Roasting Co. will be an ambitious new brand with a chain of coffee bars, a wholesale roasting business and a subscription coffee club online. And the new company will give back, with a tagline that says "Coffee for you, water for all." For every bag of TOMS beans sold, a person in Rwanda, Malawi, Guatemala, Honduras or Peru—where TOMS is sourcing beans—will get clean water for a week, and for every cup, someone gets water for a day.

Besides the chain of coffee bars, customers can also purchase the beans only at one other source: Whole Foods Market.
· Can TOMS break into the coffee business? [Fortune]
· TOMS [Official Site]