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July 14.2025

2 Minutes Read

How Wonderstate Coffee is Transforming the Coffee Industry's Fairness Model

Equitable Coffee Model in action, roasting process with worker

Wonderstate Coffee's Unique Approach to Equity

In a world where many smallholder coffee farmers strive to survive on ridiculously low incomes, Wonderstate Coffee from rural Wisconsin is pioneering a brighter path. Founded in 2005, this specialty coffee roaster not only seeks to elevate the standards of coffee quality but is also reshaping what fairness looks like in the coffee industry.

Supporting Farmers and Communities

At Wonderstate, the goal transcends selling coffee; it embodies the mission of building enduring relationships with farmers. Their commitment shines through their published minimum price of $3.15 per pound, encouraging financial stability among the producers they partner with. Unlike much of the market, which often ties pay to the fluctuating commodity pricing—often too low to cover production costs—Wonderstate is setting a precedence for cultivating a more equitable trading environment.

Investing in People

A key aspect of Wonderstate's ethos involves sharing success with the employees who make it all happen. Their newer profit-sharing initiative is a testament to this approach, allowing 10% of annual profits to flow directly into the pockets of employees outside of leadership. This means baristas and production staff receive a tangible reward for their roles, emphasizing that the company's accomplishments stem from a collective effort.

Shaping the Future of Coffee

As environmental and economic challenges loom over the coffee landscape, Wonderstate’s model calls for urgent reflection within the industry: What does true sustainability entail? By prioritizing ethical sourcing and fair compensation, they are challenging the status quo and advocating for a future where the farmers are valued as vital players in the coffee narrative.

A Call for Change

The journey of Wonderstate Coffee illustrates a compelling story about responsibility and community support. As more people discover ethically sourced products, the awareness and demand for equitable practices can grow. If you’re interested in making an impact or perhaps exploring how your own business can adopt these strategies, start thinking about your role in driving change within your community. Want Help With Strategy?

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How Wonderstate Coffee is Transforming the Coffee Industry's Fairness Model

Wonderstate Coffee's Unique Approach to Equity

Supporting Farmers and Communities

Investing in People

Shaping the Future of Coffee

A Call for Change

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