It is said, “necessity is the mother of invention” and the coffee industry is in need of DIRE change. Introducing Coffee Uplifts People! Coffee Uplifts People (CUP) was birthed in the global pandemic of 2020 and amidst social unrest globally amplified by the death of George Floyd and institutional racism. With colonial roots and a checkered history of exclusion anchored by a lack of diversity, the coffee industry though robust in size has been quite stale and antiquated in progressiveness and social innovation. CUP Founders Tony Forte, media/broadcast Hall of Famer Angela Yee and LaRon Batchelor set out on a cultural mission to supply the highest quality coffee and coffee house experiences, ones that collaboratively integrate creatives and business owners of diverse make-up throughout every facet of the coffee supply chain and touch point. We believe in coffee experiences that are culturally enhanced and stimulate story sharing both outside and inside the cup. CUP is proudly birthed in Brooklyn, NY and provides premium specialty coffee from varied “coffee belt” origins along with complimentary gourmet food and drinks that align with our social ethos, our promise is to deliver unparalleled Diversity, Inclusion, Representation and Equity, what we affectionately call, bringing DIRE change to the coffee experience from crop to CUP.