The battle of the celebrity food companies is heating up! Last October, Hugh Jackman launched Laughing Man Worldwide, a brand that was aimed at distributing fair trade coffee and tea. Then, this month, Leonardo DiCaprio followed suit by announcing the release of a new coffee, LYON, that would be sold to benefit environmental charities supported by the Leonardo DiCaprio Foundation. Now, Jackman is stepping up his game by adding organic, fair trade, kosher chocolate to the Laughing Man line.
Inspired by Paul Newman’s business model, all of the proceeds from the X-Men star’s products will go to charity. He says he was also influenced by a trip to Ethiopia where he met a local coffee farmer named Dukale. “I was living with them,” he says, “and it was pretty amazing. It had a great effect on me. So the urgency for me to do something was growing, but I didn’t know what.”
Soon, the “what” the actor was looking for became clear and he launched the Laughing Man product line which includes an Espresso roast bearing Dukale’s name. The company sees its mission as being two-fold. First, the brand is used to raise funds for charity and second, and perhaps more importantly, the team believes that their work will incubate local companies worldwide and create jobs and prosperity in small communities. Its goal is a sort of sustainable change that can help regional economies grow over time.
The company’s chocolate products are available online right now at shop.laughingman.com and come in eccentric flavors ranging from Lime Sesame to Coffee Cardamom. Your move, Dicaprio.