The campaign, which began August 3, honors the historical legacy of the donkeys that once hauled coffee harvests down the steep volcanic slopes of Kona. These animals, locally known as the badass ones, serve as the namesake and brand foundation for the Denver-based company. Proceeds from the initiative will be distributed among three organizations: Longhopes Donkey Shelter in Colorado, Leilani Farm Sanctuary in Hawaii, and the newly added Oscar’s Place in California.

Chief Brand and Strategy Officer Iain Douglas noted that the Viejo blend offers a direct way for customers to contribute, with $5 from every $25 bag donated to the sanctuaries. In addition to coffee sales, the brand is accepting direct donations and offering customers the option to round up their in-store purchases throughout August. Ron King, co-founder of Oscar’s Place, emphasized that these funds are vital for providing food, shelter, and medical care to animals facing neglect and habitat loss.