Good morning, I’m Sophie Downes, an assistant editor at Inc. and your new Inc. This Morning newsletter writer. Thanks for welcoming me to your inbox! Fair trade coffee wasn’t really a thing when Minneapolis-based Peace Coffee opened its doors in 1996 with the mission of prioritizing fair pay for farmers. "For a long time, Peace Coffee was a bunch of weirdos," says Lee Wallace, the company’s CEO since 2006. Not anymore. Under Wallace’s leadership, Peace Coffee became a national brand, a certified B-Corp, and one of the most prominent proponents of the fair-trade model, having purchased more than 10 million pounds of coffee from small-scale farmer cooperatives in more than 12 countries. Last year, Peace generated more than $10 million in annual sales. Read our story to learn Wallace’s simple formula for growing the idealistic coffee business into a thriving company, without compromising its mission. |
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