Our partnership with &Back Coffee, Red Carnation Hotels

We spoke to Roxanne Joyal, Founder and CEO of &BACK about the idea behind &BACK coffee, its initiatives, commitments, and how this socially conscious venture is reshaping the coffee industry one cup at a time. What inspired you to establish &BACK coffee and how did the idea of combining premium Fairtrade coffee with a mission for positive social impact come about? Establishing &BACK was a natural step for me after years of working on socially conscious endeavours. Having spent over 25 years collaborating with like-minded partners to create products and experiences that positively impact people and communities globally, I've witnessed firsthand the transformative power of responsible commerce. Throughout my career, a central theme has been the empowerment of women—a cause that resonates deeply with me and is woven into every aspect of &BACK. It's widely acknowledged in the development sphere that for every dollar a woman earns, 90 cents goes directly towards benefiting her children, household, and wider community. Combining my dedication to women's empowerment with my love for delicious, ethically sourced coffee, &BACK coffee was born. Our mission is simple yet profound: to offer premium Fairtrade coffee that not only delights the tastebuds but also makes a tangible difference in the lives of women and their communities. It is our hope that guests of Red Carnation Hotels will have a moment to enjoy their in-room coffee amenity. I know a cup of coffee always brings a smile to my face! Can you elaborate on the specific initiatives and commitments that &BACK coffee has undertaken to support women farmers and ensure ethical sourcing of 100% Arabica beans from selected co-ops? At &BACK, we are deeply committed to empowering women farmers and upholding ethical sourcing practices across our supply chain. Our efforts are centred around providing support and resources to women in coffee-growing communities, fostering their economic independence and social inclusion. We are proud to source our beans from carefully selected Fairtrade cooperatives in East Africa and Latin America that prioritise the social and economic inclusion of women. By partnering with these cooperatives, we ensure that our sourcing practices align with our values of fairness and equality. Furthermore, we are committed to providing comprehensive support and resources to farmers in coffee growing communities. This includes working with partners on the ground to support financial literacy and agricultural training programs for women coffee farmers in Kenya and Ecuador. Recognising the pivotal role of women in driving positive change within their families and communities, we invest in programs that equip women coffee farmers in Kenya and Ecuador with the skills and knowledge they need to manage their finances and farms independently. Through workshops and training sessions, we aim to empower women to make informed decisions, invest wisely, farm smartly, and build resilient businesses that contribute to their socio-economic empowerment. Overall, our initiatives reflect our dedication to creating positive social impact and fostering a sustainable and growing coffee industry. Through collaboration and investment in the empowerment of women and young farmers, we aim to build brighter and more inclusive and prosperous futures for coffee-growing communities worldwide.

Our partnership with &BACK Coffee

Introducing &BACK Coffee