Girls Who Grind Coffee: Sourcing coffee from women farmers to tackle gender inequality

Key takeaways

• Girls Who Grind Coffee was founded in 2017 with a clear mission to address gender inequality in specialty coffee.
• It sources all of its coffee from women producers, giving them more agency and opportunities to sell their coffee.
• Packaging plays a key role in communicating these values, featuring illustrations of women high-fiving.

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Roaster of the Week is a series that focuses on specialty coffee roasters and their unique stories. This week, we spoke to Girls Who Grind Coffee, a roastery based in Warminster, United Kingdom, that tackles gender inequality in the industry.

When Casey LaLonde founded Girls Who Grind Coffee in 2017, the goal was always to fight for gender equality. A former sociology student, she observed the inequalities that existed in specialty coffee and decided to source exclusively from women producers to combat this imbalance.

In the years since, Girls Who Grind Coffee has become a leading coffee roaster whose ethical practices are just as important as its coffee. Its feminist values span the entire business, from its sourcing strategy to its packaging design and beyond.

To learn more about Girls Who Grind Coffee’s unique story, I spoke to Casey. Read on for her insight into how the business came to be and how she makes packaging design choices that suit the roastery’s identity.

When and why was Girls Who Grind Coffee founded?

Girls Who Grind Coffee was founded in Warminster in 2017 as the UK’s specialty coffee scene began to develop.

It was within this environment that Casey developed her passion for coffee. “I’ve always loved coffee,” she tells me. “It formed a big part of my family life growing up, with all the adults in my life drinking their morning brews in various ways.”

As she began researching the industry more, she identified gender inequalities that motivated her to take action. “I became interested in how coffee is traded when studying sociology at university,” she says.

“I started to research direct trade, sustainability, and gender equality in the industry while working at a roastery. I was particularly interested in the gender imbalance, and wanted to start a business with that as its main focus.”

This intersection of gender politics and specialty coffee is where Girls Who Grind Coffee remains to this day. Its roastery opened in 2017, and in the near-decade since, its commitment to women has pushed the industry forward.

“We source 100% of our coffees from women producers,” she explains. “We aim to highlight the incredible work women in coffee do, especially those who are in decision-making roles. Women make up 70% of the labour force in coffee but are rarely in positions of power, the ones actually receiving financial benefit.” It’s a powerful example of identifying an issue in the industry and directly working to address it.

How does Girls Who Grind Coffee’s packaging communicate female empowerment?

Given Girls Who Grind Coffee’s focus on gender equality, it was important for its packaging to reflect these values. Since packaging is often the first interaction consumers have with a roastery, it needs to communicate these goals quickly and effectively.

Rather than focusing on issues, Casey’s ambition was for the roastery’s packaging to be uplifting and empowering. “We wanted something fun and welcoming with a celebratory feel,” she says. “We wanted to break away from the sleek, serious look that some coffee packaging can portray.”

For this reason, Girls Who Grind Coffee chose to move in a different direction by adding black and white illustrations and colourful stickers to its coffee bags. “Our illustrations of women high-fiving represent women working together and celebrating each other,” she explains. “That’s what we’re all about.” Not only is the coffee packaging different in terms of its aesthetic, but it also pays homage to the roastery’s values by exhibiting women in collaboration, not competition.

At the same time, Girls Who Grind Coffee takes measures to support a greener planet. It’s a holistic approach where the values of responsibility and social change influence not just its sourcing and design, but also its environmental impact. “We want to be as sustainable as possible, of course,” Casey says. “We only use materials that are easily recyclable by our customers.”

While access to soft plastic recycling facilities can vary worldwide, it’s proof not only of the company’s commitment to its values, but also the agency it gives to consumers. Rather than expecting them to learn about industry issues – both gender inequality and pollution caused by packaging waste – it explains them and provides a solution.

Supermarket presence and coffee stout: The future of Girls Who Grind Coffee

As it approaches its tenth anniversary, Casey has identified two key expansion opportunities for Girls Who Grind Coffee. They are a growing retail presence alongside its e-commerce programme and new coffee-related products to capture new consumer demands.

First and foremost, the ambition is to expand into supermarkets and grocery stores – both supporting the company’s growth and increased income for its producer partners. “We hope to see our coffees on the shelves of supermarkets in the next few years,” Casey tells me. “I’d love the general public to have the option of coffee grown by women at their local stores!”

In addition to expanding across retail settings, Girls Who Grind Coffee recently launched a new alcohol-free coffee stout beer, Oh My Goth. “It uses our coffee, hops, and vanilla – all grown by women and brewed in a women-owned brewery,” she says. “We also have plans for a few more products, so watch this space!”

Also central to Girls Who Grind Coffee’s success is its long-term collaboration with MTPak Coffee, its packaging supplier. “We have loved working with MTPak,” Casey says. “Everyone is fast to respond and we love the quality of the coffee bags!”

We’re proud to support roasters like Girls Who Grind Coffee with custom packaging that communicates their values and captures consumer attention. You can choose from our recyclable and compostable materials to align with your sustainability objectives, as well as cutting-edge customisation methods like digital printing. That way, you can convey your story without compromising on environmental responsibility.

Contact the MTPak Coffee team to learn more about our fully customisable coffee packaging.

FAQ

What makes Girls Who Grind Coffee different from other roasters?

It sources coffee exclusively from women producers and women-led farms, ensuring they benefit financially and addressing gender inequality in specialty coffee.

Why does the roastery focus on supporting women in coffee?

Women carry out a large amount of the labour associated with coffee farming and processing but are often excluded from leadership and ownership roles. Girls Who Grind addresses this by sourcing from women-owned farms.

How does its packaging convey these values?

Girls Who Grind Coffee’s packaging features illustrations of women high-fiving, communicating the celebratory environment it wants to create. This highlights inclusivity and community, which are central to its practices.