Promoting
partnerships that power opportunities

The Puremade Stories series celebrates Torani’s mission-aligned partners working to help underserved individuals in the cafe industry thrive in working life. Featuring Veronica Grimm, a proud transgender woman and founder of Glitter Cat Barista, this video illustrates Veronica’s journey in finding her true self and her efforts to help others do the same by reimagining the coffee industry through competition and community to empower marginalized hospitality professionals.

Our goals were to build awareness of Torani's purpose-driven efforts amongst their consumer audience, keep Torani employees informed and inspired about their purpose efforts, and drive leads for new foodservice partnerships to help more purpose-aligned partners create Opportunity For All® in the café Industry. Puremade Stories yielded a 3.71% click-through-rate to web, an average view time of 2:20, and a ~56% open rate on email.

Torani

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At Torani, providing sustainable support is important—and even more so that it’s dedicated to partners promoting fair and equitable practices for underserved communities in the cafe industry. 

Torani has always believed everything starts with people, and are always trying to help its people, partners, and communities thrive—but the pandemic brought a renewed urgency and outlook to their efforts. Torani understood that cafes and hourly coffee workers would be hit the hardest. 

This video is the first edition in the “Puremade Stories” series—a 3-minute animated video celebrating the origin story behind Veronica, a proud transgender woman, and her journey in founding Glitter Cat Barista—a place for disabled, neurodivergent, gender-nonconforming, people of color, and the LGBTQIAP+ communities can come together to reimagine the coffee industry through competition and community.  

By providing boot camps or barista competitions where anyone can join from any community—whether you have a physical or developmental disability—Glitter Cat has cultivated a culture that aligns beautifully with Torani’s purpose to provide ‘Opportunity For All®.’ 

Torani is proud to sponsor Glitter Cat and other mission-aligned organizations through its Torani Cafe Opportunity Fund, launched in 2020 to help underserved individuals in the cafe industry thrive in their working life.

Puremade Stories is part of an ongoing campaign platform developed by Ready State and Torani to "Make it Puremade," which aims to build awareness around Torani's purpose-driven mission to provide Flavor for all, Opportunity for all®. You can learn more here: torani.com/makeitpuremade