Episode #102: Bob and Michelle Fish on Brewing a Purpose-Driven Future at Biggby Coffee

The Conscious Capitalists

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.

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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