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This exercise describes Laughing Man Coffee, a coffee company started by Australian actor Hugh Jackman. Jackman started Laughing Man Coffee and the Laughing Man Foundation after meeting an Ethiopian coffee farmer named Dukale. In 2009 Jackman was working for World Vision filming a documentary about the importance of fair trade coffee to farmers like Dukale. He decided to start his own fair trade coffee business. Laughing Man now has two shops in Manhattan, and Jackman donates all of the profits he makes to the foundation. Laughing Man also caught the attention of Keurig Green Mountain, which partnered with Laughing Man to offer its coffees as K-cups. More recently, Kroger has jumped on board. The plan is to begin selling Laughing Man branded K-cups in 1,800 stores across the nation.

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