Hey there, Beany Teamy!
Even though this tribe is still small, some of you have been wondering why the daily posts had stopped suddenly and we want to address that first. When George Floyd was murdered and the world reacted with global protests, we voiced our solidarity without hesitation, and fully supported the movement both online and in our daily lives. But after a while, it became apparent to us that we would have to choose a clear direction to take this company in. Thus, we decided to fall back for a bit and reflect on both our individual situation and on our place in a rapidly evolving, chaotic world.
BEANY is comprised of a small team — three partners as of today — with a dedicated and loyal group of supporters and ambassadors. Dreaming big has been an essential pillar of BEANY’s vision, as we aim to change the way in which people think about and consume their daily cup of coffee. But looking at the current protests and the resulting chaos has given us a new perspective on the definition of “influencing change and progress”. In our opinion, the way that this current social movement is organized and carried out is noble and brave, but ultimately at risk of not creating much of an impact at all. When you try to formulate a message that addresses the whole world, your message can get lost in translation and loses coherence.
We are not saying that the BLM movement is futile or ineffective, but when we looked at our efforts to contribute to the overall movement and even our particular mission statement, we came to the conclusion that at this stage in our journey it is by much more effective and impactful to keep our ambitions small(er). The thing is: being a partly black-owned business ourselves and being politically/socially-motivated from the get-go, it felt wrong to move on “business as usual” after a few days. It also felt like capitalizing on a serious movement by continuing to link our products to a (semi) unrelated issue. Because both paths weren’t * our* truth, so to speak.
Thus, we have decided to start publishing more Dutch content and tell more personal stories. Our own personal stories, for example. This is a brand founded by friends and supported by friends and family, so it feels only right to keep it real and speak directly to and with you guys on what’s going on behind the beans instead of an imaginary worldwide audience.
We’ve always wanted to position ourselves as a personal, grass roots-type company but ironically, we completely skipped the first step: being personal!
Let’s drop the pretentiousness and façade. Let’s start the realness and grow this tribe together.