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Fair Price For Coffee Shouldn’t Be This Hard | Bob & Michelle Fish
Brewing Change: How BIGGBY Coffee Is Using Regenerative Agriculture to Redefine Capitalism
Coffee connects us all — but what if it could heal the planet too?
In this episode of It Shouldn’t Be This Hard, we sit down with Bob and Michelle Fish, the co-founders of BIGGBY Coffee and One Bigg Island in Space (OBIIS), to explore how a beloved American coffee brand is leading a regenerative revolution—one farm, one partnership, and one community at a time.
From growing BIGGBY Coffee into 450+ stores across the U.S. to transforming their entire global supply chain through farm-direct, regenerative agriculture, Bob and Michelle share how business can thrive within planetary limits—not despite them.
They unpack the realities of climate change in coffee-growing regions, the urgent need for moral boundaries in capitalism, and why regeneration is a business imperative.
Key Takeaways:
- How BIGGBY Coffee is working to source 100% of its beans through farm-direct regenerative agriculture by 2028.
- The philosophy behind “Capitalism with boundaries” and why it’s not philanthropy but survival.
- The story of One Bigg Island in Space and how it connects coffee drinkers directly to the farmers growing their beans.
- Why empathy, storytelling, and personal purpose are key to building sustainable companies.
- The role of climate change, community impact, and partnership in the future of coffee.
Timestamps:
00:00 – Introduction to BIGGBY Coffee and One Bigg Island in Space
06:00 – The personal and professional partnership of Bob & Michelle Fish
10:00 – Building a Life You Love: BIGGBY’s people-first philosophy
13:51 – The reality of scaling a sustainable business
19:04 – The inspiration behind OBIIS and direct-to-farmer sourcing
24:23 – Simplicity in sustainability and the power of storytelling
26:48 – Capitalism with a conscience: profit within planetary limits
28:23 – Empathetic vs. sociopathic capitalism
35:00 – The flywheel of impact and building a regenerative future
Additional Resources:
🌍 Get Grounded: https://shorturl.at/XFS5k
🤖 Meet Gaia, our sustainability AI: https://shorturl.at/6viH5
--
It Shouldn’t Be This Hard is the podcast for leaders, founders, and change-makers reimagining what good business looks like. Real conversations, radical ideas, and the occasional cup of coffee — grounded in the belief that purpose and profit can (and must) coexist.
View all episodes
By Phil White & Heidi SchoeneckBrewing Change: How BIGGBY Coffee Is Using Regenerative Agriculture to Redefine Capitalism
Coffee connects us all — but what if it could heal the planet too?
In this episode of It Shouldn’t Be This Hard, we sit down with Bob and Michelle Fish, the co-founders of BIGGBY Coffee and One Bigg Island in Space (OBIIS), to explore how a beloved American coffee brand is leading a regenerative revolution—one farm, one partnership, and one community at a time.
From growing BIGGBY Coffee into 450+ stores across the U.S. to transforming their entire global supply chain through farm-direct, regenerative agriculture, Bob and Michelle share how business can thrive within planetary limits—not despite them.
They unpack the realities of climate change in coffee-growing regions, the urgent need for moral boundaries in capitalism, and why regeneration is a business imperative.
Key Takeaways:
- How BIGGBY Coffee is working to source 100% of its beans through farm-direct regenerative agriculture by 2028.
- The philosophy behind “Capitalism with boundaries” and why it’s not philanthropy but survival.
- The story of One Bigg Island in Space and how it connects coffee drinkers directly to the farmers growing their beans.
- Why empathy, storytelling, and personal purpose are key to building sustainable companies.
- The role of climate change, community impact, and partnership in the future of coffee.
Timestamps:
00:00 – Introduction to BIGGBY Coffee and One Bigg Island in Space
06:00 – The personal and professional partnership of Bob & Michelle Fish
10:00 – Building a Life You Love: BIGGBY’s people-first philosophy
13:51 – The reality of scaling a sustainable business
19:04 – The inspiration behind OBIIS and direct-to-farmer sourcing
24:23 – Simplicity in sustainability and the power of storytelling
26:48 – Capitalism with a conscience: profit within planetary limits
28:23 – Empathetic vs. sociopathic capitalism
35:00 – The flywheel of impact and building a regenerative future
Additional Resources:
🌍 Get Grounded: https://shorturl.at/XFS5k
🤖 Meet Gaia, our sustainability AI: https://shorturl.at/6viH5
--
It Shouldn’t Be This Hard is the podcast for leaders, founders, and change-makers reimagining what good business looks like. Real conversations, radical ideas, and the occasional cup of coffee — grounded in the belief that purpose and profit can (and must) coexist.