In 2009, actors Hugh Jackman and his wife, Deborra-lee Furness, traveled to Ethiopia as ambassadors for World Vision Australia. There they met a 27 year-old coffee farmer named Dukale, who taught them all about the true value of fair trade coffee.
The Tony- and Emmy Award-winning actor, known to wider audience as the fearless mutant Wolverine from X-Men, found a new calling. Seeing young Dukale work very hard to provide for his family and lead a sustainable, self-sufficient life, made Jackman and his wife think about the importance of fair trade coffee to the locals and the environment.
To create a marketplace and support fair trade coffee, growers and the communities they live in, Jackman launched his own brand Laughing Man Coffee & Tea in 2011. Recently, Laughing Man partnered with Keurig, one of the world's largest purchasers of fair trade coffee with great prospect to distribute products globally.
100% of Jackman's company profits go to the Laughing Man Foundation, which he founded to support educational programs for children, community development and social entrepreneurship, while promoting sustainability and philanthropy.
We don't need to be superheroes to help. Just say yes to fair trade coffee. One cup of coffee at a time - perhaps it doesn't sound like much, but it does make a difference.
Below you can check the trailer for Dukale's Dream, a 2015 documentary about how it all began and why fair trade is so important. For more information, follow the Dukale's Dream team on Facebook, Twitter and YouTube.