From Root to Cup - A Fresh Brew for Navigating Stakeholder-Centered Change

Join us for a fascinating discussion: A Fresh Brew for Navigating Stakeholder-Centered Change. In 2018, Bob Fish, co-CEO of BIGGBY COFFEE, realized his company's success had been built on a purchasing model that paid no attention to the relationships with the people who spend their lives growing coffee. When Bob looked “behind the coffee curtain,” he saw a purchasing model that’s contributing to climate change, extreme poverty, and mass migration — and almost all coffee companies are complicit in it.  

As one of the fastest growing coffee franchises in the U.S. with over 400 locations, this was an issue Bob felt he couldn’t ignore. While other big coffee companies meet this realization (if they’ve had it) with a shrug and some greenwashing, Bob and his wife Michelle decided to explore solutions.  

Together, Michelle and Bob co-founded One Bigg Island in Space (OBIIS), an homage to the famous “earthrise” photo as a reminder that we’re all in this together and want the same things in life. In his position as CEO, Bob saw the opportunity to leverage BIGGBY COFFEE as the vehicle to make change. He discussed what he’d learned with his business partner and Co-CEO, Mike McFall, and they announced that BIGGBY COFFEE would completely transform its coffee supply chain by 2028. 

Join Bob and Michelle, along with cinematographer Nathan Havey, as they discuss what they are learning along this incredible journey. You'll never see coffee (or the world) the same way again. 

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