To evade the so-called coffee paradox, four coffee enthusiasts set out to form the Coffee Collective in 2007 in Copenhagen. Hear how co-founder Klaus Thomsen built a sustainable business with a mission to create the best coffee experiences in the world while bringing better returns to the farmers. Klaus belongs to a new generation of entrepreneurs taking a stand and inspiring others to improve the coffee industry collectively — one bean at the time. In this episode, we talk about purpose-driven profits, transparency from seed to cup, and continued investments in the company culture for future growth.