But we know it’s not that simple: as a specialty coffee company that operates both locally and globally, we see first-hand just how critical our freshwater resources are to our communities and our industry. We turn on our taps, we drive to the beach, and it feels like it’s always there for us. Living and working so close to the Great Lakes, it’s easy to take fresh water for granted. Madcap joined 1% for the Planet this January and as new members we wanted to use our first giving project to highlight something close to home and our hearts. Why is protecting our water important to Madcap’s business and brand?
Tell us about Madcap Coffee’s inspiration to highlight water conservation and quality. “As a specialty coffee company operating with both local and national reach, issues like the environment, climate change, and water quality are front of mind at Madcap,” said Madcap Coffee founder and co-CEO Trevor Corlett.įLOW spoke with Josh Weichhand, Madcap Coffee’s vice president for marketing and growth strategies, about the company’s environmental message and support for FLOW.
Ten percent of sales of Lake Effect coffee and merchandise online and in Madcap’s cafés in Detroit and Grand Rapids will directly benefit FLOW and our mission to ensure the waters of the Great Lakes Basin are healthy, public, and protected for all. To celebrate its 1% membership and highlight its retail expansion into Northwest Michigan’s Leelanau County, Madcap Coffee is partnering with FLOW to launch its seasonal Lake Effect winter coffee blend and a supporting merchandise collection. This week Grand Rapids-based Madcap Coffee Company announced its initial membership in 1% for the Planet and the company’s intent to donate 1% of annual sales to support nonprofit organizations focused on the environment, climate change, and water conservation.
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