How to Build a Strong Company Culture in Coffee | EQUATOR COFFEES!

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: instagram.com/equatorcoffees

Helen Russell: instagram.com/equatorhelen

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Proudly sponsored by:

Marco Beverage Systems: instagram.com/marcobeveragesystems

Apax Lab: apaxlab.com Condesa Co.Lab: condesacolab.com.au

Riverina Fresh: riverinafresh.com.au

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