No one wants a weak coffee anyway.
Your coffee should be strong, and crammed full of purpose.
Much like Spring’s KickFlip, this years Strong People campaign from Extract Coffee Roasters is strength in the community through and through, and is probably the most perfect representation of what these guys do.
#makecoffeebetter
For everyone.
So a bit of background; few years back the Strong Man espresso campaign was created with not just the mission to be a ruddy tasty winter espresso, but also to give something back to the community. It began in conjunction with the Movember Foundation, famous the world over for their work in raising awareness and donations for mens health both physical and mental via the means of growing a ‘mo’.
I tried growing one once and looked like a complete prick, but I raised a few bob.
Anywho, through various charitable events, and with a pound from every kilo sold going towards the Movember Foundation, ECR was able to give something back to a cause they felt strongly about. But something ECR has always felt very strongly about is community; of course the coffee community, but also its local communities.
Through their relationship with The Goring Hotel, they were introduced to The Passage, London’s oldest homeless charity of which they are great supporters, who together had created the Hotel School which delivers a ten week hospitality training course for homeless and vulnerable adults with the aim to help them back into employment. Part of this training course is barista skills, and as a member of the London ECR team, to say it was a no brainer to get involved with a project like this would be an understatement.
Just over two years later we’re just about to finish our 8th cohort, have trained over 70 students, given and helped find work experience and permanent placements, and also volunteered our own time too mentor some of these individuals to help them get a great start in hospitality in London.
Both the students and the bloody hard working team behind the Hotel School are an absolute pleasure to work alongside, and is certainly one of the most rewarding and humbling parts of my job.
This same ethos is mirrored in the Bristol teams work with Empire Fighting Chance, a local boxing gym just 400 steps form the roastery, providing a safe environment in which young people have a controlled physical outlet, as well as educational mentorship and support in order to lower crime and raise aspiration.
These two make up ECR’s Grounds Up charities, going well beyond the normal call of duty and spreading the coffee community love to those that really need it.
Of course, there is the coffee itself.
We got with the times last year and introduced Strong Woman too, as we all know, behind every Strong Man is a Strong Woman! Very befitting the origin of this coffee; hailing from the Kopakaki Dutegure cooperative in Lake Kivu, Rwanda. This cooperative prides itself on gender equality throughout its supply chain, with 585 of its 900 members being female.
It’s a washed, double fermentation coffee with notes of blackcurrant jam, mint chocolate, and heavy red wine. After all, us strong men can be strong, sweet, and fruity all at the same time. Am I right?!
Get yourself a bag of this beauty from ECR’s online shop here from November 1st, and give your taste buds the Strong Man or Woman they deserve, while supporting some really great causes that truly deserve it.
We’re all stronger when we’re strong together.
Strong Man. Strong Woman. Strong People.
#harrisonthehand