TOMS Shoes Is Now Selling Coffee In Exchange For Clean Water

The shoe company says it will donate a week's worth of clean water to a person in need for every bag of coffee sold.

TOMS Roasting Co. is offering six coffee varieties with beans sourced through direct trade efforts in Rwanda, Honduras, Peru, Guatemala and Malawi, according to the company.

The $12.99 bags are already available on the TOMS website.

The coffee will also be sold at Whole Foods nationwide and at TOMS "cafes" around the world.

TOMS founder Blake Mycoskie "conceived the cafe-stores as more than a retail outlet, similar to the first one that opened in 2012, in Venice, Calif., near his home, offering yoga classes, movie nights and crafts evenings in addition to sales of shoes, eyeglasses and now Toms coffee," the New York Times' Stephanie Strom reports.

TOMS plans to open more cafe-stores in foreign countries, including South Korea, Dubai and Amsterdam, and later expand in the U.S., according to the Times.

Every cup of coffee sold in the cafes will supply a day's worth of clean water to a person in need, the company said.