Thrive Farmers Coffee: A Unique Revenue-Sharing Model for Farmers' Livelihood

Thrive Farmers Coffee is a company that prioritizes farmers' livelihood and improves coffee quality through a unique revenue-sharing model. The CEO's vision to make a business less focused on profits and more on helping people led to the establishment of the company. Their objectives include changing the coffee industry's business model, empowering communities, and building relationships with restaurant chains. The company's issues were resolved through their best practices, including the unique revenue-sharing model that balances out the cost paid to farmers every year. The recommended solution is to improve the marketing of the product.

Final Report

Executive Summary
The spot light of this research is the company named, Thrive Farmers Coffee. The research states
that the CEO of the Company, Michael Jones and longing to make a business less focused on
turning benefits and more on helping individuals has led to the establishment of his company.
This establishment led to the development of new business model and unique revenue-sharing
model. Subsequently, the company’s main priority includes farmers’ earning for their livelihood.
This unique and new revenue-sharing model changed the coffee industry. The company’s aim is
to support the farmers. Its main objectives include, to change the business model of the coffee
industry and take care of how the coffee is born, for improved quality to satisfy its consumers.
The other related objectives include to help with the community’s transformation, by
empowering the communities to be lifted from poverty. Further, building relationship with the
restaurant chains is also one of the objective, for the growth of the company.

Table of Contents
1. Background of the Company................................................................................................................................... 1
2. Aim......................................................................................................................................................................... 1
3. Objectives................................................................................................................................................................ 2
4. Issues....................................................................................................................................................................... 2
5. Identified Issues and Solution.................................................................................................................................. 2
6. Recommend Solution............................................................................................................................................... 2
7. Plan of your career or Future Study......................................................................................................................... 3
8. Project Plan Outline................................................................................................................................................ 3
References........................................................................................................................................................................ 4

1. Background of the Company
Michel Jones id the CEO of the company named, Thrive Farmers Coffee. It was
established on the year 2011. When Michael Jones was 16, he knew precisely what he needed
throughout everyday life: to be on the Inc. 500 rundown – a positioning of the 500 quickest
developing privately owned businesses in the United States. When he was 35, the medicinal
services organization he established, IPG, had accomplished that and that's only the tip of the
iceberg. Yet, what Jones would do after that point of reference would change his own particular
life, as well as the lives of individuals around the world. He longed to make a business less
focused on turning benefits and more on helping individuals. So in 2011, The CEO of the
company Thrive Farmers Coffee settled on one of the greatest choices of his life, he decided to
leave his well-developed healthcare organization and look for an approach to make a difference
for the society.
Michael Jones with his cofounders took the initiative to change the coffee industry.
Roswell-based THRIVE Farmers Coffee goes past reasonable exchange, using an imaginative
homestead to-coffeepot plan of action and expelling various undue connections in coffee's chain
of creation. The company associates farmers with buyers, giving them a supportable salary and a
wellspring of pride. By dispersing learning of better cultivating practices, deals and showcasing
and quality control, THRIVE enables farmers to exponentially expand the benefit of their
harvest. With the training and budgetary lift given to them by THRIVE, coffee farmers can
bolster their families, remain on their property and engage their networks all while making
extraordinary coffee.
In Earth Fare stores in the places like Augusta and Athens, the THRIVE Farmers Coffee
Company can be found additionally it is available in Atlanta's Octane Coffee Bars. Roswell
inhabitants can lift a pack up specifically from THRIVE's base camp off of Hembree Park Drive.
The most advantageous approach to get your monetarily honest caffeine settle, however, is to
make an order through online. You can buy in to the THRIVE Coffee Club to get a crisply
broiled sack conveyed to your entryway every month. This limited edition coffee is enjoyed by
the Club individuals, along with exciting offers and gifts on the brewing equipment (Anne
Jackson, 2013).
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2. Aim
Thrive farmers coffee aims to support the farmers with the company’s growth, by
maintaining the coffee’s quality.
3. Objectives
The main objective of this company is to change the business model of the coffee
industry and take care of how the coffee is born, for improved quality to satisfy its consumers.
The other related objectives include to help with the community’s transformation, by
empowering the communities to be lifted from poverty. Further, building relationship with the
restaurant chains is also one of the objective, for the growth of the company.
4. Issues
The coffee business was broken, and the current CEO of Thrive Farmers Coffee wanted
to fix it. In view of this mission, however not knowing how to do it, Michael Jones depended on
his entrepreneurial skills and approached Kenneth Lander, a retired lawyer who took up farming
in Costa Rica. (Ward, 2016).
It was amid when Jones recalled the discussion which included the coffee farmers of
Jamaica and their hardships, due to a disadvantageous valuing framework. That framework,
cushioned with go between along each progression of the procedure, leaves the farmers who
develop the coffee procuring just pennies on the dollar, and relying upon an unstable ware value
set on a worldwide level.
5. Identified Issues and Solution
Coming up with an effective business model was the biggest milestone. Followed by
financial support, creating a completely new approach of business, by focusing on the
employment of more number of farmers. The issues are resolved by its best practices, with the
unique revenue-sharing model, which balances out the cost paid to farmers every year, and
builds the farmers' potential of earning. Initially, this company started with 300 coffee farmers
and today it has employed more than 5000 farmers working and enjoying their livelihood. This
shows the improvement of the implemented plan and its results. It is financially supporting the
farmers, as planned.
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6. Recommend Solution
The effective solution for the problem being faced by the company can be overcome by,
improving the marketing of the product. This product lacks marketing and really needs expert
marketing solution. The company must include the incentives and reward system along with
standard policies and procedures to help the growth of the company.
7. Plan of your career or Future Study
The plan and the models developed by the Thrive Farmers Coffee are studied and
analyzed. The future study will be on the furnishing and advancing of the existing model
depending on the future requirements. Future study will on improving the online availability of
this product, along with its marketing strategies. Moreover, identifying the core competencies,
competitive capabilities and continuous improvement of the company will be studied in the
future study.
8. Project Plan Outline
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References
Anne Jackson, E. (2013). THRIVE Farmers Coffee. [online] Pointsnorthatlanta.com. Available
at: http://pointsnorthatlanta.com/thrive-farmers-coffee/ [Accessed 5 Jul. 2018].
Ward, S. (2016). Time to THRIVE: Meet the Coffee Company Whose Disruptive Model is
Putting People Over Profits. [online] Chick-fil-A. Available at: https://thechickenwire.chick-fil-
a.com/Food/Time-to-THRIVE-Meet-the-Coffee-Company-Whose-Disruptive-Model-is-Putting-
People-Over-Profits [Accessed 5 Jul. 2018].
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