A new coffee brand is not something that would necessarily excite significant interest. However, the new coffee brand called “Mornin’ Squire” is somewhat different. It’s neither a retail nor a wholesale brand, It’s not (yet?) on sale in major supermarkets. It is not a brand with its own range of coffee shops, and you can currently only buy a cup of the coffee in one pub/restaurant. It has been launched by a branding agency, Greenfisher, in conjunction with Raw Bean Coffee, a coffee importer and roaster. Why then would it be interesting?
It is a coffee brand with a purpose. It is a brand that has been created in the memory of the founder of Greenfisher, Stephen Green where £1 from every pack of coffee sold will be going to the charity Action for A T. Stephen died during a 100-mile charity cycle ride for that charity in August 2015. Stephen was a family man, loved being a football referee and cycling, was fascinated by the world of design and loved drinking coffee.
Craig Thatcher, the new managing director of Greenfisher, said “Coffee was Stephen’s favourite drink, and “Mornin’ Squire” was his favoured greeting, bringing those together is a great idea to help to raise funds for the charity he enthusiastically supported”.
The idea of supporting charities through donations for every item sold is not a new one, but “Mornin’ Squire”, must be approaching something quite unique. A coffee blend as a lasting memory to a man who died supporting the charity that funds research into the complex childhood condition of Ataxia Telangiectasia, created by a branding company that he founded, under a brand name based on his ritual greeting.
“Mornin’ Squire” is definitely a brand with a purpose, it is not just a great Colombian blend but a real quality coffee, the sale of which will make a significant contribution into research to identify a cure for the rare, neurodegenerative, disease that causes severe disability in children.
