Trade Launches Come Together Coffee Program to Benefit Local Roasters’ Charities

The initial lineup of Come Together offerings from Trade Coffee, including roasted beans from Augie’s Coffee, Joe Coffee Company, Novo Coffee and Sparrows Coffee.

Peet’s-backed online coffee subscription seller Trade has launched a charitable program called Come Together Coffee, through which profits will be diverted to community-minded nonprofits throughout the United States this month.

Trade, which launched in 2018 with a lineup of coffees from scores of prominent and quality-focused U.S. specialty coffee roasters for individual bag purchases or subscription purchases, launched the Come Together program on May 27 as a way to help contribute to COVID-19-related relief efforts in the local markets of its suppliers.

The company says more than 20 roasters have committed to the program. Each week, bagged, roasted single-origin or blend offerings tailored to the Come Together program will be offered by a small handful of participating roasters, with 100% of the profits going to community organizations selected by those roasters.

The initial offerings in the program came from Joe Coffee Company (New York City), Novo Coffee (Denver), Augie’s Coffee (Southern California) and Sparrows Coffee (Grand Rapids, Michigan), with local charitable beneficiaries working on issues such as housing and food security.

Each 12-ounce bag is currently being sold for $18 plus shipping, with discounts offered for subscription purchases. In addition to the Come Together Coffees themselves, Trade has begun hosting weekly Roaster Roundtables, featuring the roasters behind each week’s offerings.

According to a published prospectus in advance of the JDE Peet’s IPO — which followed the merger of JDE and Peet’s by owner JAB Holding Company before raising some $2.5 billion in an Amsterdam public listing last week — Trade Coffee (doing business as “Seed Leaf LLC”) is considered a venture business of Peet’s.