Founded in 2013 by Commonfolk Coffee Company, The Cup That Counts is run by volunteer coffee professionals dedicated to creating a sustainable coffee industry.
It started with a simple idea: a share of every coffee sold at Commonfolk would go to the people in coffee who need it most. Today that support comes from cafés, roasters, donors and partners who want every cup to count.
125 million people, just over 1% of the world’s population, rely on coffee for their livelihood. Our mission is to support projects that invest in the most vulnerable members of this community, whether it’s smallholder farmers in Uganda or unskilled hospitality workers in Australia.
The Cup That Counts partners with organisations that are prepared to shake up the status quo and disrupt the structural forces that dictate how the coffee industry operates. Through these combined efforts, we’re working towards an equitable and sustainable coffee industry, ensuring that both producers and consumers benefit from a fairer and more transparent supply chain, and acknowledging the human side to every cup of coffee.
You can watch our documentary, Every Cup Counts, to learn more about how our decade-long partnership with a small community in Uganda has changed entire communities. Watch it here.
Legends leading the cause.
Our board are volunteers from coffee, hospitality and business, giving their time to build a fairer coffee industry.
About
Erin has worked in coffee for years and has held almost every role at Commonfolk, from the front counter to running the business side as Business Manager. Her eye for detail and hands-on knowledge of how cafés work make her a natural fit for keeping TCTC's books in order.
About
Tommy has spent years in specialty coffee. He roasted at Five Senses Coffee, then became Head Roaster at Commonfolk and later led its green coffee sourcing, working closely with the farmers TCTC supports. He now runs his own design agency, Hard Maybe.
About
Jason is a finance and strategy specialist with more than 25 years' experience, from accounting firms and listed companies to co-founding his own ventures. He co-founded Food For Thought, a children's health and education centre in Argentina. Jason brings sharp financial judgement and a big heart for purpose-led business to the board.
About
Troy is an experienced CEO and managing director who has led large multi-site businesses through rapid growth. He is known for building strong teams, sharpening operations and steering organisations through change. Troy brings that commercial and governance experience to the board.
About
Eliza Keck is an award-winning communications leader with over 15 years of experience translating complex ideas into high-impact, strategic stories. With a background spanning public healthcare, multinational corporations, and major research organisations like CSIRO, she leverages her skills in communications, fundraising, and strategy to help drive the board's mission, empower communities, and scale its social impact.
About
Sam founded Commonfolk in 2013 and has spent more than 15 years building a coffee business that puts farmers and community first. He started The Cup That Counts to make every cup sold do some good, and has chaired it since. Sam was named in the Sprudge Twenty in 2019, Sprudge's list of people changing coffee around the world.
We are committed to the highest standards of governance, transparency, and accountability, ensuring we always act with integrity and in the best interests of the people and communities who grow, produce, and rely on coffee.
We take our responsibility seriously when it comes to using our supporters’ donations. That’s why we apply the highest standards of governance to ensure every dollar contributes to lasting, positive impact across the coffee industry.
The Cup That Counts is a nationally registered not-for-profit organisation registered with the Australian Charities and Not-for-profits Commission (ACNC). View our ACNC listing.
We are a Public Benevolent Institution and endorsed by the Australian Taxation Office as an Item 1 Deductible Gift Recipient (DGR) and Tax Concession Charity (TCC).
We conduct all of our activities ethically and to the high standards of integrity. Our people, including Board members and volunteers, are required to sign up to our Code of Conduct.
We regularly produce and release reports about the impact of our programs, and we are committed to continuously learning, adapting and growing to ensure the effectiveness of our program interventions, our advocacy work, and our operations.
Discover projects and FAQs
Your first step is saying yes.
Partner with us, fundraise or just say hello. We'd love to hear from you.
If you’re interested in partnering or supporting The Cup That Counts, we would love to connect with you.