Q&A: Jackman launches 'Dream' coffee brand
This time last year, Hugh Jackman was hopping across our TV sets as the zippy host of the Tony Awards.
But this weekend, he's leaping to the big screen in coffee documentary Dukale's Dream, in select theaters Friday and on demand July 14. The 70-minute film charts Jackman's 2009 trip to Ethiopia with his wife, Deborra-Lee Furness, where they visited rural communities taking action to eradicate poverty. While there, Jackman befriended a young coffee farmer named Dukale, whose environmentally sound farming practices left zero carbon footprint, and created a healthier environment for his wife and children.
While there, Jackman also learned about the importance of fair-trade coffee, which ensures that growers are paid more and beans are raised using sustainable methods. Coming back to New York, the X-Men actor was inspired to start his very own Laughing Man coffee brand and cafe in Tribeca, which features Dukale's and other independent farmers' beans, and gives profits back to charity. This week, Laughing Man launched a fair-trade line with home-brewing giant Keurig.
Jackman recently checked in with USA TODAY to chat about the project:
Q. Prior to this trip, what piqued your interest about going to Ethiopia and getting to meet these coffee farmers?
A. I'm a coffee lover. I discovered coffee when I was about 18 — I was on a trip to Italy, and I was like "Wow, now that's coffee." Because my dad drank instant coffee his whole life, and I was like, "Wow, how could he drink that stuff?" And I don't know if you know this, but Aussies are quite snobby about our coffee. So my friend who runs World Vision Australia, Tim Costello, said, "I think it would be really interesting to tell the story of coffee from grower to cup, to give consumers a real understanding of the difference they can make by the choices they make."
Q. And what surprised you most once you got there?
A. How hard they work. The obstacles they face. What a massive difference fair trade makes to their lives, in guaranteeing quality of life — not just for them, but for the community. Also, just the joy and happiness of the people there. I suppose I was ready for a more dire situation, in a way, but to see the sense of community and the joy on their faces. And by the way, when you go and sit down in someone's home and have coffee? It is a ritual, and it is one of the most moving and humbling experiences. That is something I'll never forget.
Q. In the documentary, we see you get your hands dirty and do some work with Dukale. What was the most challenging thing you had to do?
A. It was not easy. I'm an actor, so I'm not really used to genuine hard work. I'm just used to complaining about hard work! But no, it was hot. And in reality, (my) day's work was probably four or five hours, and he does a 10-12 hour day every day of his life, and then they run a little café in the evenings. So he works super, super hard, and I think he was laughing at me a little bit. But the most memorable part of that day was planting two coffee trees, which we named after my two children (Oscar and Ava).
Q. Coming back to the States, were you surprised to see how few people actually know what fair-trade coffee is?
A. I wasn't surprised, because prior to my trip, I had no idea. I thought I knew, because I had heard of it and was like, "Oh, that's a good idea." And I think I knew that by buying fair trade, you were protecting the growers in some way, but I didn't really have a visceral understanding of the difference it makes. And what is a relatively simple choice for us to make, it is life-changing for the growers and the communities where these growers live. So I wasn't surprised, but I'm certainly way more committed than I was.
Q. Have you gone back to Ethiopia or seen Dukale since shooting the film?
A. Not yet. I'm going back very soon now that my kids are old enough. When we went, I thought they were a little young and we weren't sure how hard the trip was going to be. But now that (their trees are) bearing actual coffee beans, we really want to go back. And I have made that commitment, so we will do it.
Q. Moving forward, would you like to devote more time to Laughing Man and other causes? Or will there always be a balance with acting?
A. Balance is everything in life. This (project) is a labor of love. I feel incredibly humbled and privileged that, through my other job of dressing up and pretending to be people, I had this opportunity. I'm as happy and excited as any movie premiere I've had in my life today. It doesn't feel like work in that way and I'm very passionate about it. But I'm still going to dress up, and maybe sing and dance as well.