The people’s history of feminism is expansive: individuals have always argued, fought, pushed, challenged, and worked to overcome social inequities and oppression—most notably for women. The academic history of feminism teaches about waves and the influential feminists who may have come into conflict with high-visibility men or movements. While this framework helps us understand the layers of racism and classism in early waves, focusing only on this academic history can distract from the heart of feminism.

Feminism is, at its core, a vision for love and liberation.

In the feminist movement, the structures that uphold society are questioned and challenged to remove implicit or explicit oppression. Feminist theory explores how thought, value, and systems intersect with bodies, gender, family, and care. Feminist leaders embody these ideas, using thought and action to engage with the world and confront oppression. They raised consciousness, shared experiences, and illuminated the realities of sexism, racism, and classism, deepening our understanding of women’s lives.

At Joe, we have been moving in this direction for a long time. Since we began roasting and buying green coffee, we have been educating ourselves. Five years ago, this journey expanded to explore what it means to be an antiracist company. That work led to mandatory staff training on Microaggressions, Inclusivity, & Belonging.

As we purchased more coffee produced by women, we learned about objectification so we could maintain a feminist and gender-equity lens in our marketing. We take time as a company to process, think through, and prioritize our values as the world continually unfolds, recognizing that feminism has always been present in our commitment to becoming a more equitable, ethical coffee company.

Along the way, we have focused on learning about intersectionality, antiracism, emotional intelligence, and sexual orientation, gender identity, and gender expression—the fundamentals of feminism in action.

Through our work internally, within Joe, we are pursuing a revolution in our heads and in our hearts.

We are naming it clearly now, as a continuation of our work, and as a celebration of the incredible women in coffee we are privileged to learn from, purchase from, and collaborate with in the pursuit of liberation for everyone.

The Café Feminista coffee program highlights coffee from women producers who identify with feminism and live their lives in pursuit of equity and liberation. It’s a reminder that coffee is political—and a powerful way to connect, support, and take action.

Our conversations with these women taught us a simple but radical lesson: to value connection over communication.

Connection means being present, listening with curiosity, and cultivating an authentic culture that holds space for who people are. It is not gendered and does not conflict with academic histories or theories of change—it is a tool for liberation.

Through this program, we invite our customers to engage with the stories of women producers and enjoy coffees that are a direct reflection of their life’s work. Our goal is to use our platform to amplify their leadership, perspectives, and contributions—essential steps in reducing barriers of oppression and moving toward liberation and freedom.