# James Murphy, Founder of KereKere (INTERVIEW) An Aussie Social Enterprise Cafe With Heart By Bianca | Published 2012-02-20 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/james-murphy-kerekere References: [trendhunter](http://www.trendhunter.com/trends/kerekere-coffee) James Murphy is the founder of KereKere, a social enterprise coffee shop in Melbourne, Australia that allows its customers to pick a cause to benefit each time they purchase a beverage. We previously [profiled KereKere](http://www.trendhunter.com/trends/kerekere-coffee), and today we have a chance to learn more about James, where his idea came from, and some background on why he decided to become a social entrepreneur. **4 Questions with James Murphy, founder of [KereKere](http://www.kerekere.org/)** **1. How did the idea for the business model come about?** KereKere is named after the concept that inspired it - 'KereKere', a Fijian custom in which a relative or neighbour can request something that is needed and it must be willingly given with no expectation of repayment. The idea was introduced to me as a child whilst I was growing up on the Pacific Island. In this spirit, at the core of the KereKere social and business model is the idea: give without expectation. **2. How did you decide to join this sector?** After working as a [social worker](https://www.trendhunter.com/trends/bitty-beaus-coffee), I decided that starting a business with its roots in social justice was the way I wanted to make a contribution to my community. The challenge over the past five years has been finding the right balance between being profitable as a business, and making that positive contribution. **3. How do you get your inspiration?** I am passionate about community wellbeing, the environment, good food and quality living. **4. How do you reset yourself to be creative? Do you have any rituals?** I love new ideas and I am encouraged by seeing people generate innovative solutions and business models. I am most creative when I am relaxed so I enjoy going to the beach, spending time with my partner and dedicating reflection time. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 5% | Activity: 53% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### What's Driving This Trend - **Social Entrepreneurship:** KereKere's business model exemplifies the growing trend of social entrepreneurship, where businesses aim to make a positive impact on society while still being profitable. - **Community Wellbeing:** KereKere's focus on community wellbeing reflects a larger trend of businesses prioritizing the health and happiness of their local communities. - **Sustainable Business Practices:** KereKere's commitment to the environment and quality living aligns with the trend of businesses adopting sustainable practices to minimize their ecological footprint. ### Who This Affects Most - **Café and Restaurant:** The café and restaurant industry can learn from KereKere's social enterprise model and incorporate giving without expectation into their business models. - **Social Services:** The social services industry can explore ways to collaborate with social enterprises like KereKere to provide support and resources for community well-being. - **Sustainable Food and Beverage:** The sustainable food and beverage industry can leverage KereKere's commitment to the environment and quality living to drive innovation in eco-friendly practices and products. ## Related on Trend Hunter - [Coffee Kindess Initiatives](https://www.trendhunter.com/trends/cambio-roasters.md) - [Black Youth-Empowering Coffee Brands](https://www.trendhunter.com/trends/bartholomew-jones.md) - [Entrepreneurial Journey Insights](https://www.trendhunter.com/trends/founder-folks.md) - [Sustainable Coffee Ventures](https://www.trendhunter.com/trends/staten-island.md) - [Historic Giftable Homewares](https://www.trendhunter.com/trends/verve-culture.md) - [Hospitality Worker-Supporting Initiatives](https://www.trendhunter.com/trends/restaurants-care.md) - [Ethical Coffee Partnerships](https://www.trendhunter.com/trends/win-win-coffee.md) - [Charitable Vegan Coconut Spreads](https://www.trendhunter.com/trends/kokada.md) - [Community-Supporting Business Models](https://www.trendhunter.com/trends/linked-prosperity.md)