For their conversation several questions Chris wanted to find out from Biggby Bob and Michelle:

• How have you balanced rapid growth toward $1 billion in sales with staying true to your founding values?

• What challenges and opportunities come with your bold goal of reaching 100% farm-direct coffee sourcing by 2028?

• Coffee farmers face pricing pressures, tariffs, and climate issues—how does One BIGG Island in Space address these realities?

• How has leading with ethics and transparency shaped BIGGBY’s brand identity and customer loyalty?

• Looking ahead, what role do you see farmer health, community development, and sustainability playing in the long-term success of the global coffee industry?
  
  

  Bob Fish, co-CEO and co-founder of BIGGBY COFFEE, and Michelle Fish, Co-Founder (with Bob) of One BIGG Island in Space? 30 years into the company they’re not only leading one of the fastest-growing coffee chains in the country, but they’re also redefining what ethical sourcing looks like in the $100B global coffee industry.

  Through their One BIGG Island in Space initiative, they’re aiming for 100% Farm-Direct sourcing by 2028 (currently at 50%), building long-term partnerships directly with farmers and ensuring economic and environmental sustainability at origin. It’s a bold, transparent approach rarely seen at scale.

  As BIGGBY celebrates 30 years in business, Bob and Michelle discuss:

  • How to lead with values while scaling toward $1 billion in systemwide sales

  • The real story behind coffee pricing, tariffs and the pressures farmers face today.

  • What it takes to build a purpose-driven brand that resonates with both consumers and operators

  • Why coffee’s future depends on supporting farmers’ health and their communities’ lasting success

  Their vision is resonating not just with customers, but with a growing base of next-gen owners, vendors and communities across the U.S..