As a group, “bean counters” have always been disparaged for their single-minded focus on the bottom line. But coffee company Dean’s Beans has learned to count their beans while serving a larger mission. This Challenger Brand is “dedicated to providing coffee, cocoa and more through ethical buying, progressive development projects and sound ecological practices.”

Unlike companies who turn a blind eye to the environment in which their products are produced, Dean’s Beans considers the conditions of the farming communities and trade practices of its beans to be the company’s responsibility. Personally meeting with each of its farming partners, they set priorities for the farmers’ development and help design programs for implementation. 

Considering these actions “social change, not charity,” the programs are funded by the company, with the cost built into the purchase price of its products. To Dean’s Beans, social change and environmental responsibility are simply part of the cost of doing business.

Dean’s Beans features dark roasts, medium roasts and light/dark blends, along with flavored coffees that include French vanilla, hazelnut, mud pie and pecan. Unroasted green coffee is available for the do-it-yourselfer. Organic hot cocoa and organic fair trade white and brown sugars round out the offerings, along with a variety of grinders and roasters. A few details for finding and purchasing Dean’s Beans coffee are:

• Coffees are roasted at the company’s beanery in Orange, Massachusetts
• Along with online shopping, Dean’s Beans products are available in stores in 34 different states in the US
• Most coffees sell for $7.25 per pound, with decaf at $8.00 and flavored coffees up to $8.50; unroasted coffees are a bargain, starting at $4.50 per pound

Dean’s Beans works with farmers in a number of African and South American countries and provides information about its growers on the website. “People in the coffee industry make an enormous profit at the expense of the farmers who are responsible for their success,” says CEO Dean Cycon. The company’s commitment was put to the test when they voluntarily underwent an independent audit of their Fair Trade practices and passed with flying colors.

Dean’s Beans’ environmental commitment has also included putting its money where its coffee-sipping mouth is. When Keurig, a manufacturer of single-serve coffee makers, asked Dean’s Beans to be its supplier of organic products, they suggested that Keurig reduce their heavy use of non-biodegradable plastics in favor of a more sustainable approach. When these suggestions were rejected, Dean’s Beans declined the offer – a costly decision.

When asked to describe the company’s Challenger Brand status, CEO Dean Cycon replied: “We’re challenging the entire industry. The structure of our business is so radically different – a for-profit company that is also dedicated to effective participation in social change.”

Dean’s Beans is challenging competitors, but it’s also challenging the public to stir the pot for the benefit of the coffee growers. They’re counting on consumers, hoping that those who look forward to their morning brew will drink up this new approach.