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Get Ready for Goop Coffee, Gwyneth Paltrow’s Latest Lifestyle Venture 

Get Ready for Goop Coffee, Gwyneth Paltrow’s Latest Lifestyle Venture 

Wake up and smell the Goop coffee. Today, Gwyneth’s Paltrow wellness empire extends its reach with its launch of a fair-trade coffee line, now available on goop.com and in the brand’s California brick-and-mortar stores. Adorned in pretty pink packaging with a clean serif font, it certainly looks good enough to drink. And it is: Paltrow sources her Arabica beans from Astrid Medina, a third-generation grower from Tolima, Colombia. She won the “Cup of Excellence,” award—essentially, the Oscar for Coffee—in 2015.

After the beans arrive stateside, they’re roasted by Common Room Roasters, the gourmet coffee shop in Newport Beach, California. The final product is a complex flavor profile that includes hints of floral as well as peach and honey notes.

“It’s so good—this coffee is just what I need right now,” Paltrow tells Vogue. “It’s the richest, best-tasting coffee we could find, and the farmer, Astrid Medina, is a brilliant female founder I’m so proud to support.”

The aestheticallypleasing Goop coffee.
Photo: Courtesy of Goop/Samantha Napolitano

Medina, who runs her sustainably-and ethically managed farm alongside her husband and sister, is one of the few prominent female growers in the industry. By and large, coffee remains a male-dominated business: a recent report found that while 70 percent of laborers in the fields were women, only 20 percent of the farms were female-owned and that “women have systematically lower access to resources such as land, credit and information, than men.” Essentially: They do a lot of the work, yet hold hardly any of the power. Intersecting with this is the fact that the majority of coffee fields are in developing countries where poverty is high and hard to break out of. The two are intrinsically tied, report several human rights-groups: The World Bank says that “closing persistent gender gaps is vital to boosting sustainable growth and ending poverty.” The UN says that closing the gender gap could increase global GDP by 35 percent.

Sure, Goop’s elevation of a single female-run business in an emerging economy won’t fix this problem entirely. But the bright spotlight the brand provides is certainly a sip in the right direction.

Source: vogue.com