Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
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.