Yirgacheffe, Sidamo, Harrar - these are three of Ethiopia's Finest shade grown and Fair Trade organic coffee beans that Jon and JoAnna Luks are selling through their home-based business in Montclair. If you've seen the documentary film "Black Gold" or are familiar with the Fair Trade movement, you know that purchasing fair trade goods makes shopping somewhat socially redeeming. "We all drink coffee every day, so this is a no-brainer," says JoAnna. All you have to do to make a difference is buy fair trade beans. We want to spread the word and make that possible."
The Luks have embraced this idea, but taken it to a new level. And it's changed the course of their lives. Here's their amazing back story:
Four months ago, the Luks travelled with their two children to Ethiopia for about ten days, with the purpose of adopting a four-year-old girl, Sehaye. How they found Sehaye is an incredible circle of life story. An Ethiopian acquaintance of their neighbor made a connection for the adoption. JoAnna says she's always been drawn to the Ethiopian culture and history - there's the judaic tradition there, the lost tribe of Israel and, she laughs "my mother always told me to clean my plate because there are kids starving in Ethiopia."
What she found, in addition to her charismatic daughter living in a mud hut, was a gentle, beautiful, and generous people living in abject poverty. "It's a blessing to have Sehaye in our lives," says JoAnna. "I need to focus my life on Ethiopia, and do something to help others in my daughter's birth country."
It didn't take long for the Luks to decide on a coffee business, coffee being a huge part of Ethiopian ceremony and tradition - and the principal export. 
Supporting the Oromia Coffee Cooperative, provenance of Ethiopia's Finest beans, is just the beginning of how they intend to give back. For every pound of coffee sold, the Luks will donate a dollar of the profits to benefit the Wide Horizons orphanage where Sehaye stayed. "For just $200, we can send a child to school for a year -- cover expenses for uniforms, books, supplies, transportation. For $400 a year, we can take care of a child's entire needs. If this really takes off, if we can get businesses to buy our coffee, we could do something drastically good, like build a village well and say good-bye to typhoid, hepatitis, and the like."
The Luks' first shipment of their private label beans was 70 pounds. Through word of mouth, they sold out in two weeks. They hope to add three more varieties of beans by the end of the year. Baristaville customers can save on shipping and buy direct from the Luks (email: coffee@ethiopiasfinest.com) others do mail order.
We're sold on the Yirgacheffe, and Ethiopia's Finest has redefined the meaning of "a good cup of coffee."
Jo& Jon,
All of your friends stand in awe of you ..
we only wish you the best and are there to support 100%
I thought the english tranlation to these hebrew phrases were must fitting.
Ani veAtah Neshane et HaOlam!
(You and I will Change the World!)
HaMa'eiven Yavin
(Those Who Know Understand)
Yasher Koach!
(May Your Strength Be Firm; May You Have Strength)
Helene,Lee & sara