Brand Savvy: Equator Coffee & Teas

By Crickett Weaver

As a part of the Financial Women of San Francisco’s Industry Leadership Series, a speaker event titled “The Evolution of a Brand and How to Stay Relevant “was held June 21, 2017, at First Republic Bank in San Francisco. Helen Russell, co-founder and CEO of Equator Coffees & Teas in Marin County was the keynote speaker.

Helen spoke to the group about how the brand was developed and what she does to stay relevant. She shared her story and highlights from her experiences. Under her leadership for more than 20 years, Equator has grown from a small roaster and wholesale supplier into a national brand known for its values-driven approach, award-winning coffee, and impactful action around issues of environmental sustainability and economic empowerment. From their farmers’ communities to our local cafés, Equator’s mission is to create a positive impact.

Equator’s philosophy on coffee revolves around the question “How do we create value from our perch in the coffee supply chain, standing at the intersection between local and distant coffee communities?” When they started roasting in a garage in Marin County, it marked the beginning of a journey to build a high-impact coffee company focused on quality, sustainability and social responsibility. Equator was the first coffee roaster in the U.S. to become a certified B Corp., solidifying its role as a company that is part of a global movement redefining impact and success in business, while valuing everyone in the supply chain.

Throughout the event, Helen answered questions about how a values-driven approach could apply to you in your personal and business relationships. Participants enjoyed the evening.