Well, not exactly. The actor isn't coming up with an entirely new organization like Jackman's Laughing Man, but rather forming an alliance with prestigious coffee roaster Colombe Torrefaction. The company worked with the 37-year-old actor on a new ultra high-end coffee line called LYON. 100% of the profits from the sale of each bag will benefit the green initiatives funded by the Leonardo DiCaprio Foundation.
“Raising awareness on the most pressing environmental issues of our time is more important than ever,” said DiCaprio in a statement. “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 12 oz bag sells for just under $13.
Check out a video detailing the new brand below.
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