• by Teresa Buyikian , October 5, 2023

On Oct. 20, The Human Bean drive-thru coffee company will encourage customers to “Drink Pink” in honor of October Breast Cancer Awareness Month with the company's annual Coffee for a Cure giveback event. One hundred percent of food and beverage proceeds on the day will be donated to local breast cancer foundations.

The Coffee for a Cure day is the brand’s largest yearly fundraiser. To date the company, which operates drive-thru only coffee houses at over 260 locations in 21 states, has raised over $3 million for breast cancer charities. In 2022, the company raised its highest yearly amount to date; almost $500K on the day. Recipient charities are selected by individual drive-thru owners.

"Since we started this giveback program (in 2005), The Human Bean family has lost a barista, a franchise owner, and family members and friends to breast cancer," says Rhonda Hawkins, co-founder of The Human Bean. "With each year's Coffee for a Cure event, the aim is to help reduce these numbers and show our unwavering support."

The chain, founded in 1998 in southern Oregon, has added a line of pink Cherry Blossom drinks to commemorate the month. These include the Cherry Blossom Cold Foam, a cold brew with vanilla and cherry cold foam; Cherry Blossom Latte, with vanilla and sweet cherry flavors; and the Cherry Blossom Smoothie, a vanilla and cherry swirled thick smoothie.

Customers are encouraged to spread awareness by tagging #CoffeeForACure on Instagram while sharing their coffee selfie photos.

Themed Coffee for a Cure limited edition merchandise will be available for sale at drive-thru locations. The chain has also launched pink breast cancer awareness branded to-go cups for the month. Additional donations from online purchases will also be given to breast cancer charities.