august 16, 2017

Press release: for immediate release

Victoria’s First Social Enterprise Coffee Roastery Perks Up the Local Non-Profit Community

Smoke & Mirrors Coffee Co., Victoria’s newest small-batch coffee roastery is generating funds for local non-profits where they need it most, while taking a scientific approach to coffee roasting. Launched in June 2017, the team of two scientists, Dr. Euan Thomson and Hannah Charnock, donate half of their profits to four organizations that contribute to strengthening our community.

“During our time volunteering in the non-profit world, we’ve noticed that a large portion of funding for many non-profits comes from restricted grants, which are required to be spent on a particular project within the organization. As a result, staff end up spending considerable resources to support applications, reports and administration of funds – resources that could be otherwise directly spent on the mission of the organization”, says Euan. In response to this challenge, he and Hannah launched Smoke & Mirrors Coffee Co. as a social enterprise to support the non-profit community. Social enterprises are a new way of doing business to maximize social impact, using commercial strategies to benefit the community. Smoke & Mirrors Coffee Co. offers their community donations as unrestricted funding, enabling organizations to manage funds as required and focus their energy and resources on their valuable work.

UVic Women in Science (UVic WiS) is a key community engagement hub for women in science, technology, engineering and mathematics (STEM) fields in Victoria. They received their first donation this month from Smoke & Mirrors Coffee Co. to help further their mission. Phillips Brewery has agreed to match this donation, and Smoke & Mirrors Coffee Co. plans to collaborate with a different local business on every donation to amplify the impact of their contributions.

“As a society we have come a long way in the past decades to generating equality in the workforce, but there is still a long way to go to reach parity in employment compensation and opportunities”, says Karen Lithgow, vice-president of UVic WiS. “As a result of these regular Smoke & Mirrors contributions, we will be empowered to pursue our mandate of celebrating successes of local female scientists, providing a networking hub for underrepresented groups in STEM, and providing scholarship funding for women pursuing careers in STEM.”

Currently Smoke & Mirrors Co. offers two full-time roast varietals, Eyespot and Chrysalis, and will soon launch a limited edition third, Migration, in late August. All beans are sourced ethically from organic co-operative farms, and all packaging is entirely biodegradable.

The four chosen community non-profit partners are Habitat Acquisition Trust (HAT), Restorative Justice Victoria (RJV), UVic Women in Science, and The Latitude Project. To learn more about the great work of these non-profits in your community

Smoke & Mirrors Coffee can be purchased online at or through any of the community partners listed above. Free delivery by bicycle is available within 48 hours of order placement in Victoria, Esquimalt and Oak Bay. 

Look for Smoke & Mirrors Coffee Co. at Movie Under the Maltworks at Phillips Brewing & Malting Co. on August 26 and at Picot Night Market in Fernwood Square on Thursday, August 31st from 4 - 9 pm.

Every cup of carefully roasted coffee is another step closer to a healthier community.

march 9, 2017

We would like to thank the following businesses for providing support for our UVic Women in Science Launch Event:

2% Jazz hillside

moksha yoga victoria

prima strada victoria

sea cider

imax victoria

phillips brewing and malting co

the victoria bug zoo

spin co victoria

fitness on the go

Royal BC museum

Do you or your business Want to sponsor or support an upcoming UVic Women in Science event? Send us an email at