Diane Hughes of Earth Friendly Coffee

'Capitalism without conscience is greed'

What impressed me most about Diane is how she knew absolutely nothing about the coffee business, but jumped in with both feet anyway and learned about the industry as she grew this business from scratch. She flew to South American on several occasions without a clear plan on who, what, or how she was going to go about it.

There is a confidence about her that is unique, and I am seeing this similarity among many of the entrepreneurs I interview; they have an unbelievably strong faith that everything will work out fine (or perhaps the confidence that no matter what happens, they can persevere). Risk is something that holds many of us back from taking action. But I get the sense in talking to true entrepreneurs that yes, risk still exists, but it doesn’t stop them from taking action anyway. It’s a faith & optimism that things will work out , and if they don’t, it doesn’t have to deter them from trying anyway. They’ll just make an adjustment and try again. In the case of EFC, their business plan has changed many times in the 3 years they’ve been in business.

Diane didn’t hesitate on the attribute of honesty and fairness – not only is this what she’s doing for the indigenous coffee growers of Guatemala, but it’s what she does for her employees and customers. If something isn’t right, she’ll immediately make it right. And she has a faith in fairness that was refreshing to see.

Personal side note; I hate to admit but since having a cup of EFC, I have fallen deep into the ‘coffee snob’ category –I had no idea coffee could taste this good (so smooth). I find it hard now to drink anything but EFC or something of a ‘Kona’ quality bean, and am glad to report that I’ve convinced my office (& our coffee/office supplier) to switch to it. If you like to drink Americano’s at Starbucks, then you’ll probably love a cup of EFC at a fraction of the price!