Bad Ass Coffee of Hawaii is running its annual Give a Hoof donkey rescue campaign throughout August 2026, this year anchored by a limited-edition coffee blend and a new West Coast sanctuary partner. The month-long effort kicked off August 3 and targets at least $20,000 for three partner organizations.

The Viejo Blend

The campaign's new centerpiece is a limited-production bag called the Viejo blend, named after a rescued donkey at incoming partner Oscar's Place in California. Priced at $25 per bag, the blend carries a $5 direct donation to sanctuary partners with every purchase. It is available online and at participating franchise locations while supplies last — giving operators a purpose-driven LTO to merchandise alongside the broader in-store round-up program running all month.

Iain Douglas, Chief Brand & Strategy Officer at Bad Ass Coffee of Hawaii, said the new blend was designed to deepen the program's fundraising reach. "Viejo is the prized rescue of our new partner Oscar's Place, led by a wonderful gentleman in Ron King," Douglas said.

Three Sanctuaries, One Goal

Proceeds support Longhopes Donkey Shelter in Colorado and Leilani Farm Sanctuary in Hawaii — both returning partners — alongside first-time partner Oscar's Place. Ron King, Co-Founder of Oscar's Place, framed the stakes plainly: "Donkeys are intelligent, emotional animals, and far too many of them end up abandoned or at risk. Every dollar raised means more donkeys get the food, shelter and care they need."

The campaign ties directly to the brand's origin story. Generations of donkeys in Kona, Hawaii once hauled coffee down the Big Island's steep volcanic slopes — the same working animals the brand credits with its name and character. Give a Hoof operates under Bad Ass For Good, the franchise's philanthropic arm built around community and animal welfare.

Operator Participation

For franchisees, the campaign offers three customer-facing engagement levers: purchasing the Viejo blend, rounding up in-store transactions at the register, or making a direct donation online or in store. The round-up mechanic in particular is a low-friction tool that coffee and café operators increasingly use to build brand affinity without requiring large incremental spend from guests.

With more than 45 U.S. franchise locations open and 100-plus additional units in various stages of development, the campaign also arrives as the brand prepares to extend its retail footprint into grocery, hospitality, and specialty channels — sectors where purpose-driven product launches have demonstrated measurable shelf-pull and trial lift in recent years. The Viejo blend's production scarcity adds urgency for both in-store and online traffic.

For more information on the campaign and to locate participating stores, visit badasscoffee.com.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.