First shoes, then sunglasses and now, TOMS is expanding into new territory with TOMS Coffee. Just like its previous products, The Toms Roasting Co. follows its one for one mission, providing one week of water for every one bag of coffee sold — or buying a single cup of coffee from the TOMS Café in either Austin or California provides a day’s worth of water to a remote country.
TOMS’ coffee beans come in a mix of organic and fair trade roasts with names like Guatemala, Malawi and Rwanda. Online, TOMS now also offers coffee mugs, cups and saucers, plus apparel with burlap detailing.
TOMS Founder Black Mycoskie introduced The TOMS Roasting Co. and Café at SXSW Interactive 2014 just a few days ago and already, he has plans to bring even more TOMS Cafés to New York, Portland and San Francisco.
Key Themes Behind This Trend
- One for One Mission
- Disruptive innovation opportunity: Implement a one for one mission in a different industry to provide a social impact.
- Expansion Into New Territory
- Disruptive innovation opportunity: Explore new markets and industries to expand product offerings and reach a wider customer base.
- Organic and Fair Trade Products
- Disruptive innovation opportunity: Develop organic and fair trade products in various industries to cater to the growing consumer demand for sustainable and ethical options.
Where This Applies
- Food and Beverage
- Disruptive innovation opportunity: Introduce a similar initiative in the food and beverage industry by providing a social impact for every purchase made.
- Fashion
- Disruptive innovation opportunity: Incorporate sustainable and ethical practices in the fashion industry, offering products with a social impact.
- Hospitality
- Disruptive innovation opportunity: Implement a similar concept in the hospitality industry, where each stay or visit contributes to a social cause.
