Easter is always a fun time of the year. Coupled with a few public holidays and the cooler weather, we thought it would be a great idea to design and launch a new coffee blend. Now, we didn’t just want to create any novelty coffee blend – we wanted it to have meaning.
A few months back we had the pleasure of meeting Smudge. Smudge is a mini lop bunny who loves being out and about in the café scene with her human parents, Gracie and Brad. Most days you’ll find Smudge accompanying Gracie and Brad on their daily coffee ritual. She’ll tuck into a bowl of spinach whilst Brad and Gracie sit back and enjoy a hot, locally roasted brew in Fremantle.
So with that in mind, it was a no brainer to co.lab with Smudge and launch a limited-edition Easter inspired coffee blend in honour of this Fremantle café hopping free range bunny. It was important for Brad and Gracie to highlight that at Easter a lot of rabbits are given as pets and with that, after the festive season, they are given up for adoption or simply set free in nature. Owning any pet comes with a great deal of responsibility. Rabbits especially need a lot of attention and care and people need to be made aware that they aren’t just for looks. When a pet is introduced to its home, it should be done with consideration and the intent that their new home is their forever home.
Considering this, Crema decided to donate $1.00 from every bag of Smudge blend sold to S.A.F.E Perth. SAFE is a local non for-profit organisation here in Perth that specialise in rehoming unwanted pets through their foster programme. Their goal is to promote responsible pet ownership and to reinforce the value of companion animals to modern families. To find out more about what they do visit www.safeperth.com.au.
It was a lengthy process to make sure this Easter blend tasted like… well, Easter. After roasting a select group of single origins and cupping and mixing up different blends we finally settled on the perfect blend with notes of milk chocolate, wild berries and butterscotch. 3 origins make up this limited-edition blend, Ethiopian Guji, Brazil and Indian Nuggets. They are medium roasted, individually, by hand, in small batches, blended, bagged up and then sent out fresh.
To date, Smudge has over 80k followers on Instagram under her page @coffeewithsmudge. The second we had posted that we had Smudge inspired coffee available, the orders came flooding in. We sent coffee to Germany, the UK and a bulk load to the US. Knowing our coffee was being sipped and enjoyed on the other side of the world was such a thrill. We even got an article in WA Today!
It really was great fun to be a part of this collaboration with Gracie, Brad and Smudge and have our brand go international. To get your daily smile quota in make sure you check out Smudge on her profile page @coffeewithsmudge.