Bob and Michelle Fish on Brewing a Purpose-Driven Future at Biggby Coffee

Can a coffee company become a force for human dignity, equity, and global transformation? Bob and Michelle Fish of Biggby Coffee share how they turned a moment of internal reckoning into a bold reimagining of their entire business. What began as a thriving franchise built on smiles and slogans took a sharp turn when they realized that their “happy culture” lacked depth—and impact. That wake-up call led them to embrace conscious capitalism as a way of doing business with integrity. Bob and Michelle walk us through the evolution of their mission—from chasing growth to centering relationships, purpose, and long-term value for everyone in their ecosystem. They dive into the creation of their Farm Direct model, a powerful shift designed to eliminate exploitation in the coffee trade and connect more meaningfully with farmers on the ground. Along the way, they reflect on how their international perspectives helped shape a leadership style that honors both local communities and global interdependence. If you’re curious about what it truly means to lead with purpose, rewrite your company’s story, and stay accountable to every stakeholder along the way—this episode is for you. ** If you enjoy this podcast, would you consider leaving a review on Apple Podcasts/iTunes? It takes only a few seconds and greatly helps us get our podcast out to a wider audience. Please subscribe on Apple Podcasts / Spotify / Stitcher, or wherever you get your podcasts. For transcripts and show notes, please go to: https://www.theconsciouscapitalists.com This show is presented by Conscious Capitalism, Inc. (https://www.consciouscapitalism.org/) and is produced by Rainbow Creative (https://www.rainbowcreative.co/) with Matthew Jones as Executive Producer, Rithu Jagannath as Lead Producer, and Nathan Wheatley as Editor. Thank you for your support! - Timothy & Raj Time Stamps 00:00 Introduction and Guest Overview 01:51 The Journey to Conscious Capitalism 04:27 Implementing Conscious Capitalism 12:56 Challenges and Adaptations 17:04 One Big Island in Space Initiative 24:23 Big B's Coffee Journey 25:46 Challenges in Coffee Production 28:06 Connecting Consumers and Producers 33:25 The Business Case for Ethical Coffee 38:53 Personal Reflections and Rapid Fire Questions