One interesting wedge that comes to mind in the context of Louisville is Heine Brothers’ Coffee, a local coffee “chain” that brews 100 per cent fair trade coffee. Beyond its use of fair trade coffee, Heine Brothers’ has also engaged in advocacy efforts that promote composting and local farming in addition to helping found Cooperative Coffees, a fair-trade coffee buying cooperative. Though I would say Heine Brothers’ mission primarily focuses upon assisting coffee farmers living abroad, their work with Breaking New Grounds and 15Thousand Farmers, both domestic organizations furthering causes in Louisville, proves that they have found ways to positively affect the local economy as well.
From the time I have spent in Louisville I would say that Heine Brothers’ is both a largely successful business and a largely successful wedge in the system. Heine Brothers’ boasts 14 locations across the city and it seems that most Louisvillians love their coffee. Heine Brothers’ is a household name. Obviously Heine Brothers’ caters to a certain type of co-producer (I do not believe they have a location in West Louisville), but at the same time I think their active promotion of certain causes sets them apart from Starbucks or Dunkin’ Donuts. I have often wondered how Heine Brothers’ became so successful when pitted against these two well-established giants. In being a successful wedge, Heine Brothers’ capitalized upon Louisvillians desire for great coffee and simultaneously managed to champion some good causes.
Beyond buying Heine Brothers’ coffee, I think Louisvillians can act as co-producers by increasing awareness of the social issues the business is trying to tackle. If community members that love Heine Brothers’ know that the business supports 15Thousand Farmers, perhaps they will be more inclined to take up farming themselves, or at least support farmers’ markets. As co-producers it is our responsibility to get the word out about the positive work the businesses we support are doing in an effort to encourage other people to begin promoting and engaging with these causes as well. I think being a co-producer also entails being a co-promoter.