Bob and Michelle Fish, co-founders of the 450+ unit coffee franchise BIGGBY® COFFEE and One Bigg Island in Space (OBIIS), were recently featured on the podcast “It Shouldn’t Be This Hard,” where they talked about BIGGBY® COFFEE’s push toward regenerative agriculture. During the episode, they explained how direct work with farmers is shaping the company’s sourcing goals, why it matters for the future of coffee and how these efforts are influencing the way they think about building the brand.

The episode highlights BIGGBY® COFFEE’s goal to source 100% of its beans through farm-direct, regenerative agriculture by 2028. Through its work with OBIIS, the company is partnering directly with farmers around the world, creating relationships that support soil health, strengthen communities and build long-term resilience in coffee-growing regions facing the realities of climate change.

Bob and Michelle describe this approach as “capitalism with boundaries” — the idea that businesses must operate within planetary limits and moral responsibilities. It’s not philanthropy, they explain, but a pathway to survival for companies that rely on global agricultural systems under increasing strain.

Throughout the conversation, the Fishes emphasize the role of empathy, storytelling and personal purpose in leading a sustainable brand. They also outline how direct-to-farmer sourcing creates transparency for coffee drinkers, helping them connect more deeply with the people who grow their beans.

For BIGGBY® COFFEE, regenerative agriculture isn’t a marketing angle. It’s a long-term business strategy and a core part of its mission to build a company that supports people, protects the planet and inspires others in the industry to rethink what good business can look like.

Watch the episode here. 

To learn more about franchising with BIGGBY® COFFEE, visit https://www.biggbyfranchising.com/.