09/18/2026
In 2009, Hugh Jackman was forty years old, riding high as Wolverine, freshly off hosting the Oscars, when he and his wife Deborra-Lee Furness flew to Ethiopia as ambassadors for World Vision Australia. They weren't hunting for a story. They just wanted to see, firsthand, how a community development project was working on the ground. A Land Rover carried them deep into the southern highlands, to Yirgacheffe, the region many consider the birthplace of coffee itself, where the plant has been cultivated for centuries.
The vehicle stopped at a small farm with a dirt-floor house and no electricity. The farmer was twenty-seven, a young man named Dukale, with a wife, Adanech, and a house full of kids his oldest, a five-year-old named Elias. Jackman asked if he could spend the day working alongside him, and Dukale said yes. They started at dawn, planting seedlings, working the soil, and Dukale walked him through the whole process the shade-grown method, the drying patio where the beans baked in the sun.
As they worked, Dukale told him something harder to hear: farmers like him were taking home only a sliver of what their coffee eventually sold for, while the rest got carved up by exporters, roasters, and retailers standing between the farm and the customer. A man could work sunup to sundown for a year and still not have enough to put his kids in school. Dukale's dream was simple he wanted Elias, and all his children, educated. Before Jackman left that night, the two men planted two more coffee trees together and named them after Jackman's own kids, Oscar and Ava. Jackman told him he'd be back. He told him he'd do something. He just didn't know what yet.
He flew home and couldn't shake it. Months later, he stood in front of a UN Climate Week audience and made the case for fair trade coffee. But a speech didn't feel like enough. So in 2011, he opened a small café in Tribeca and called it Laughing Man Coffee. The rule he set for himself was simple: every dollar of his personal profit would go to the Laughing Man Foundation, funding education, clean water, and farming support in coffee-growing communities starting with Dukale's. The café's best-selling blend was named Dukale's Dream, sourced straight from his farm at a fair price.
The partnership grew. Laughing Man later teamed up with Keurig, putting Dukale's coffee into pods sold across the country, and the brand expanded to multiple storefronts and thousands of retail shelves over the following years. All the while, Jackman kept his name off the walls the cafés are decorated with photos of Dukale's family, not his own. Most customers ordering their morning coffee have no idea who's behind it.
Back in Ethiopia, the story kept moving forward. Dukale expanded his farm, bought more land, and opened a café of his own in his hometown. Adanech built a business too. Elias, the boy who was five years old the day Jackman first showed up in that Land Rover, became the first in his family in generations to go on toward higher education. The two coffee trees planted in 2009 Oscar and Ava grew up alongside him, and their beans are now sold in the very café that bears his family's story.
Jackman, for his part, went back to being Wolverine, picked up a second Tony Award, and kept the promise running quietly in the background of a very public career no cameras on that part, by design.