My Name Is Joe Coffee Co.

While in Austin attending SXSWedu this week, my coworker found a new breakfast stop for us to try: My Name is Joe Coffee Co. I went to the website to check out the menu (which includes Brown Rice Porridge topped with kimchi and bulgogi tofu), but found myself drawn to the concept of the new Austin food trailer, which goes far beyond coffee or brunch…

“It’s an idea that seeks to serve those of us in the service industry who are looking for new life from drug and alcohol addiction.”

Started by two local restaurant industry veterans who have personally struggled with alcohol and drug dependency, My Name is Joe donates 1.2% of its proceeds to Comfort Cafe, a restaurant in Smithville that employs residents of the nonprofit treatment center, Serenity Star Recovery.

Having been in several conference sessions throughout the week with themes of restorative justice and empathy, I was anxious to support this cause. Yes, the artful food and coffee served from the airstream were spectacular, but the true spirit of the business is its lesson in second chances. There is a lot of ugliness in our country right now, and it felt truly meaningful to discover a place building a community rather than walls.

For those of you heading to SXSW in the next week, make sure to spare a morning to visit My Name is Joe Coffee Co. (Try an iced Joe Horchatte… thank me later)