In an era where the global coffee industry faces unprecedented challenges—ranging from climate volatility to supply chain transparency—the partnership between major retailers and their suppliers has never been more critical. Recently, East Lansing-based BIGGBY® COFFEE, a rapidly expanding franchise with over 460 locations, took a moment to celebrate a significant milestone for its longtime supplier, Paramount Coffee.

The Lansing-based roaster was recently honored with the Human Rights and Social Responsibility Award at the University of Notre Dame’s 3rd Annual Sustainability Celebration. Furthermore, Paramount Coffee was named a finalist for the prestigious Specialty Coffee Association (SCA) 2026 Sustainability Award, a distinction that places the company among the world’s elite in ethical coffee production.

These accolades serve as a validation of a decades-long collaboration aimed at transforming the coffee industry from a commodity-driven market into a relationship-based ecosystem. For BIGGBY® COFFEE, this recognition is not merely a win for a partner; it is a testament to the brand’s "Farm-Direct" mission and its commitment to ensuring every cup of coffee supports the well-being of the people who grow it.

Chronology of a Partnership: From Local Roaster to Global Ethical Leader

The story of this success is rooted in a partnership that spans over a quarter of a century. To understand the significance of these recent awards, one must look at the timeline of growth and evolution for both BIGGBY® COFFEE and Paramount Coffee.

1935–1994: The Foundations of Paramount Coffee

Founded in 1935, Paramount Coffee established itself as a reliable roasting institution in Michigan long before the "second wave" of coffee reached the Midwest. For decades, the company focused on quality and consistency, building the infrastructure necessary to handle large-scale roasting while maintaining artisanal standards.

1995–1999: The Birth of BIGGBY® and the Initial Handshake

In 1995, Bob Fish opened the first BIGGBY® COFFEE (then known as Beaner’s Coffee) in East Lansing, Michigan. As the brand began to find its footing, the need for a robust roasting partner became evident. In 1999, BIGGBY® officially began its relationship with Paramount Coffee. This partnership was initially built on the logistical need for high-quality beans, but it quickly evolved into a shared philosophical journey regarding where those beans came from.

2010s: The Shift Toward Farm-Direct

As BIGGBY® expanded across 13 states, Co-CEO Bob Fish and his wife, Michelle, began to look more deeply into the coffee supply chain. They realized that the traditional "fair trade" or commodity models often left farmers with the bare minimum. This led to the creation of OBIIS (One BIGG Island in Space), a specialized initiative designed to bypass traditional middle-men and forge direct relationships with farmers. Paramount Coffee became the essential operational arm that enabled these direct-sourced beans to be roasted and distributed to hundreds of franchise locations.

2024–2026: Recognition on the National and Global Stage

The recent honors from the University of Notre Dame and the Specialty Coffee Association represent the culmination of this evolution. By 2024, the partnership had successfully integrated traceable supply chains into institutional settings like Notre Dame, proving that ethical sourcing is scalable.

Supporting Data: The Impact of Farm-Direct Sourcing

The recognition of Paramount Coffee is backed by the tangible impact of the Farm-Direct model championed by BIGGBY® COFFEE and OBIIS. Unlike traditional sourcing, which often obscures the origin of the bean through various aggregators, the Farm-Direct model relies on transparency and data-driven social impact.

Traceability and Worker Well-being

Paramount Coffee’s award from Notre Dame was specifically tied to its ability to provide traceable supply chains. In the coffee world, traceability means knowing exactly which plot of land a bean came from and, more importantly, the conditions of the workers on that land.

• Social Investment: Through the partnership, a portion of the proceeds from coffee sales goes directly back into farm communities for projects such as clean water access, schools, and medical clinics.
• Economic Stability: By negotiating directly with farmers, BIGGBY® and Paramount provide prices that are often significantly higher than the "C-market" (commodity market) price, allowing farmers to invest in sustainable farming practices.

The 2028 Goal

BIGGBY® COFFEE has set an ambitious internal benchmark: to be 100% Farm-Direct sourced by the end of 2028. Currently, with over 460 units, this represents a massive logistical undertaking. Paramount Coffee’s role as a finalist for the SCA Sustainability Award highlights their ability to manage this complexity while maintaining environmental standards, such as reducing the carbon footprint of the roasting process and supporting biodiversity on partner farms.

Official Responses: Leadership on the Future of Coffee

The leadership of both organizations views these awards not as a finish line, but as a catalyst for further change.

Bob Fish, Co-CEO of BIGGBY® COFFEE and Founder of OBIIS, emphasized the power of the long-term relationship:

"We’ve been working with Paramount since 1999, and they’ve been with us every step of the way as we’ve challenged ourselves to build a better coffee system. Together, we’re proving that coffee can be a force for good, creating real opportunities for farmers, strengthening communities, and helping ensure every cup tells a story of care, connection, and impact."

Fish’s perspective is rooted in the idea that a "better coffee system" is one where the consumer is no longer disconnected from the producer. By celebrating Paramount’s recognition, BIGGBY® reinforces its brand promise: "BIGGBY® Makes it Better."

Rich Schaafsma, President of Paramount Coffee, reflected on the institutional partnership with the University of Notre Dame:

"We believe in creating enduring positive impact for the people and communities we serve, and our mission is to offer coffee blends that are sourced with integrity. Buying farm-direct coffee is a simple way we can all make a positive impact on people, planet, and community. We’re proud that the University of Notre Dame recognizes our commitment to sustainability."

The University of Notre Dame’s award is particularly significant because it highlights how large institutions can leverage their purchasing power to support human rights. By choosing Paramount, the university ensures that the thousands of cups of coffee served on campus daily contribute to global equity.

Implications: Setting a New Standard for the Franchise Industry

The recognition of Paramount Coffee and its partnership with BIGGBY® COFFEE has several far-reaching implications for the broader restaurant and franchise industries.

1. The "Ethical Premium" as a Business Driver

Modern consumers, particularly Millennials and Gen Z, are increasingly making purchasing decisions based on a brand’s values. By prioritizing sustainability and human rights, BIGGBY® COFFEE differentiates itself from larger, more corporate competitors. This "ethical premium" helps drive customer loyalty and attracts franchise owners who want to be part of a business that contributes positively to the world.

2. Scalability of Social Responsibility

One of the most common criticisms of direct-trade or farm-direct models is that they are difficult to scale. However, the BIGGBY®/Paramount model demonstrates that with a dedicated roasting partner and a specialized sourcing arm (OBIIS), it is possible to maintain these standards across hundreds of locations. This provides a blueprint for other franchise systems to move away from anonymous commodity sourcing.

3. Resilience Against Climate Change

Sustainability awards often focus on environmental practices for a reason: the coffee-growing regions of the world (the "Bean Belt") are among the most vulnerable to climate change. By supporting farmers who embrace sustainable practices, Paramount and BIGGBY® are essentially investing in the long-term viability of their own supply chain. Healthy soil and biodiverse farms are more resilient to weather extremes, ensuring that coffee remains available for future generations.

4. Redefining the Supplier-Retailer Relationship

Typically, the relationship between a coffee chain and its roaster is purely transactional. The BIGGBY® and Paramount story suggests a shift toward a strategic alliance. By working together to achieve the 2028 Farm-Direct goal, they are sharing the risks and rewards of ethical sourcing. This level of collaboration is necessary to tackle systemic issues like gender equality and poverty in coffee-growing regions.

Conclusion: A Vision for the Future

As BIGGBY® COFFEE continues to grow toward its 500th location and beyond, its reliance on partners like Paramount Coffee will only deepen. The recognition from the University of Notre Dame and the Specialty Coffee Association serves as a reminder that the coffee industry is at a crossroads. One path leads toward further mechanization and price-depressing commoditization; the other, championed by BIGGBY® and Paramount, leads toward a future of human connection and mutual prosperity.

By focusing on "Human Rights and Social Responsibility," these companies are proving that the most important ingredient in a cup of coffee isn’t just the bean—it’s the integrity of the journey that brought it to the table. For the baristas at BIGGBY® and the roasters at Paramount, these awards are a sign that the world is finally waking up to the importance of a truly "better" cup of coffee.