Toms Footwear has just announced the launch of Tom’s Roasting Co.

Toms Roasting Co. will turn an ordinary daily ritual into an extraordinary daily giving opportunity. For every bag of coffee purchased, Toms will provide one week of water to a person in need. One for One. The highly anticipated announcement was made yesterday by Toms’ Founder and Chief Shoe Giver, Blake Mycoskie, who revealed Toms Roasting Co. to an eager and captive audience at South by Southwest Interactive in Austin, Tex.

Under the guidance of Toms’ Master Roaster Angel Orozco, Toms Roasting Co. will offer six premium coffee varieties with beans sourced through direct trade efforts in Rwanda, Honduras, Peru, Guatemala and Malawi – countries where the Toms’ community can have a life-changing impact by providing water to communities in need. Toms Roasting Co. coffee will be sold at Whole Foods Market® nationwide, on and at Toms Cafes for a suggested retail price of $12.99 for 12oz. whole bean or ground bags.

Today, 1.8 billion people do not have access to safe drinking water and 2.5 billion are without adequate sanitation facilities*. To address this need, Toms Roasting Co. and its inaugural Water Giving Partner Water For People are working together to help provide water to the countries from which Toms coffee beans are currently sourced.