Leonardo DiCaprio launches charity coffee brand

 

Look out Hugh Jackman — you’ve got some A-list competition in the charity coffee space.
Leonardo DiCaprio announced today that his environmental foundation is forming an alliance with coffee roaster La Colombe Torrefaction on a new new, ultra high-end coffee line, called LYON.
One-hundred percent of the net profits from the sale of LYON will be donated to environmental charities supported by the DiCaprio’s foundation.
“Raising awareness on the most pressing environmental issues of our time is more important than ever,” said Leonardo DiCaprio. “I am thrilled to be a part of this new project with La Colombe that will help aid the shift to a truly sustainable future for the planet and its inhabitants.”‘
“Coffee employs over 100 million people worldwide, most of which is slash and burn and sold cheaply,” said Todd Carmichael, CEO and Co-Founder of La Colombe. “Sustainable coffee — specifically, coffee that is traded above fair prices and grown using earth conscious methods — not only adds much needed global biodiversity, but provides support for millions of families and communities in the developing world. The impact we are having in Haiti alone, just to bring this coffee to market, has changed the lives of thousands of peasant farmers, as well as the landscape of the country.”
He added, “We are excited to be working with and supporting The Leonardo DiCaprio Foundation and find it, as well as its namesake, uniquely qualified to carry out our hope, to make our planet a better place.”
Reflecting the luxe quality of the brand, LYON will be sold starting today in Williams Sonoma stores nationwide, La Colombe Cafes, and select Whole Foods. You can also bypass the masses and order your own online here. A 12oz bags sells for just under $13.