Show Notes
Equator Coffees has done something quite remarkable in the coffee space. 32 years in, and they remain steadfast in their values: Female-owned, B corp certified and LGBTQ+ focused. Ben sat down with Co-Founder Helen Russell to discuss the practicalities of creating and maintaining a value-led business… including non-negotiable staff benefits, transparency with customers, and Helen’s personal advice, ‘hire for kindness, teach coffee later!’. Helen also addresses the underrepresentation of women in leadership roles and the importance of supporting women-owned cooperatives.
00:00 Welcome & Introducing Helen Russell
01:23 The Story of Equator Coffees03:01 Building a Values-Led Coffee Business
08:59 Why Transparency Matters
15:36 Creating a Strong Company Culture
19:31 Balancing Values & Profitability
23:10 Turning Values Into Action
28:41 COVID, Grocery & Adapting the Business
35:14 Hospitality & Making Customers Feel Cared For
40:43 Women in Coffee Leadership
47:13 Creating an Equitable Workplace
51:03 Advice for Purpose-Driven Businesses
54:14 Hot Take: Coffee Should Cost More
55:23 Final Thoughts & Shout Outs
Equator Coffees: https://www.instagram.com/equatorcoffees/
Helen Russell: https://www.instagram.com/equatorhelen/
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