Fight For Something

What Fight For Something does

Fight For Something is a Minneapolis-based social business holding company that operates a portfolio of four cause-driven consumer brands: Northern Glasses (drinkware donating 7% of sales to clean water via charity:water), Emiliani Coffee (ethically-sourced organic coffee donating $1 per bag to foster care and adoption nonprofits), Custom & Kind (custom merchandise allocating 15% of profits to kindness initiatives), and MN Christmas Market (an annual holiday shopping event with 40+ vendors donating 7% of vendor sales to the Santa's College Fund scholarship for refugee students). The company was founded in 2014 by Mitch Reaume as a Minnesota LLC and remains founder-owned and bootstrapped with no external institutional capital disclosed.

Name

Fight For Something

Legal name

Fight For Something LLC

Website

https://fightforsomething.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Socially-Driven Consumer Goods

NAICS

Coffee and Tea Manufacturing (31192)

SIC

Beverages (2080)

akta.pro primary industry

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

akta.pro secondary industry

Party Favors, Gifts & Custom Merchandise (HSACACAM)

Keywords

• Social enterprise brands
• Cause-driven consumer goods
• Wholesale drinkware
• Ethically sourced coffee
• Custom merchandise ecommerce

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales - Northern Glasses: Sells drinkware products; donates 7% of all sales to clean water projects through charity:water
2. Product Sales - Emiliani Coffee: Sells ethically-sourced organic coffee; ships within 3 hours of roasting; $1 donated per bag to foster care/adoption organizations
3. Product Sales - Custom & Kind: Sells custom products; 15% of all profits allocated to KINDNESS Projects that spread kindness through everyday people
4. Event Revenue - MN Christmas Market: Annual holiday shopping event with 40+ vendors; 7% of vendor sales donated to Santa's College Fund scholarship; generates approximately 30% of company annual revenue
5. Consulting Services: Mitch Reaume provides consulting to brands in various stages, offering creativity, storytelling, and retail experience expertise
6. Speaking Engagements: Mitch Reaume speaks at conferences, offices, schools, churches, and events on social entrepreneurship, marketing, branding, and business topics

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Fight For Something is a social-business parent company that owns and operates a portfolio of cause-driven consumer brands. It sells Northern Glasses drinkware (donating 7% of sales to clean water via charity:water), Emiliani Coffee (ethically-sourced organic coffee with $1 per bag donated to foster care/adoption nonprofits), Custom & Kind (custom products with 15% of profits funding KINDNESS Projects), and runs the annual MN Christmas Market holiday shopping event (with 7% of vendor sales donated to the Santa's College Fund scholarship). It also offers founder-led consulting and speaking services on social entrepreneurship and brand building.

Product overview

Fight For Something is a social business parent company that builds cause-driven brands to fight for things that matter. The portfolio includes Northern Glasses (drinkware fighting for clean water, 7% of sales donated), Emiliani Coffee (ethically-sourced organic coffee fighting for kids in foster care, $1 per bag donated), Custom & Kind (custom products with 15% of profits to KINDNESS Projects), and MN Christmas Market (annual holiday shopping event). The company also operates Santa's College Fund scholarship program for Minnesota refugees, and offers speaking and consulting services. The mission is to make social business a norm rather than a niche.

Differentiator

Problem solved

Functional benefit

Brands

• Northern Glasses: Drinkware brand fighting for clean water; donates 7% of sales to charity:water
• MN Christmas Market
• Custom & Kind
• Emiliani Coffee
• Santa's College Fund

Products and services

• Northern Glasses drinkware Drinkware brand sold direct-to-consumer and via wholesale; 7% of all sales are donated to clean and safe drinking water projects in developing nations through charity:water. Designed for consumers who want their purchases to support global water access.
• Emiliani Coffee Ethically-sourced organic coffee brand that donates $1 per bag sold to non-profits fighting for kids in the foster care and adoption system. Coffee is roasted and shipped within 3 hours of roasting for freshness.
• Custom & Kind custom products Custom products brand that sets aside 15% of all profits for KINDNESS Projects, funding everyday people to spread kindness using company money.
• MN Christmas Market annual event Annual holiday shopping event hosting 40+ local artisans, makers and brands; 7% of vendor sales are donated to the Santa's College Fund scholarship. Generates approximately 30% of company annual revenue.
• Santa's College Fund scholarship program Scholarship program operated in partnership with The Urban Village that removes financial barriers to higher education for refugee neighbors in Minnesota through 4-year scholarships. Goal: $280k to fund 20+ refugee students by 2026.
• Consulting services for socially-driven brands Consulting provided by Mitch Reaume to socially-driven brands in various stages, offering creativity, storytelling, and retail experience expertise.
• Speaking services Public speaking engagements by founder Mitch Reaume at conferences, offices, schools, churches, and events on social entrepreneurship, marketing, branding, philanthropy, business, personal finance, and Christianity in the workplace.

Quantifiable outcome

• $86,533.43 total donations raised as of January 2022

Named customers2 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and supportive.

• The Urban VillagecoreStrategic or Co-development Partner · 1 January 2022Non-profit community partner executing the Santa's College Fund scholarship program for Myanmar diaspora refugees in Minnesota. The partnership aims to raise $280k to fund 4-year scholarships for 20+ refugee students by 2026.
• charity:watercoreStrategic or Co-development Partner · 1 September 2017Northern Glasses donates 7% of all sales to clean water projects through charity:water, supporting their mission to bring clean and safe drinking water to developing nations. Partnership has generated over $24,900 in donations as of January 2022.
• MN Christmas Market VendorscoreChannel Partner/ Reseller/ Distributor40+ local artisans, makers and brands participate in the annual MN Christmas Market event, donating 7% of sales to the Santa's College Fund scholarship.
• Stormsister SpatiquesupportiveGTM or Marketing PartnerCo-owner of the MN Christmas Market and Scholarship Anchor contributor to Santa's College Fund.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Bombas: Apparel brand donating one item per item purchased; highly analogous donation-per-unit commercial model applied to a different consumer category.
• FEED Projects: Cause-driven consumer goods brand tied to measurable social impact (meals, vitamins); direct peer in the impact-tied retail model across multiple product lines.
• Grounds for Change: Organic, fair-trade coffee roaster that donates a portion of sales to environmental and social causes; direct peer to Emiliani Coffee in product, channel, and cause-driven positioning.
• Miir: Drinkware and lifestyle brand that funds clean water and environmental projects; closest direct peer to Northern Glasses given the same product category and give-back model.
• Sevenly: Cause-driven apparel and lifestyle e-commerce brand that rotates weekly charitable partnerships; comparable in rotating-cause storytelling and D2C cause marketing.

Broad incumbents

• TOMS: Pioneer of the one-for-one giving model with a global brand footprint and much broader scale; comparable mission framework but operates at much larger scope.
• Newman's Own: Mission-driven CPG company donating 100% of profits to charity; structurally analogous mission-and-percentage-of-sales donation model across food/beverage.
• Warby Parker: Mission-driven eyewear brand with a 'buy a pair, give a pair' program; comparable cause-driven retail model and wholesale/omnichannel distribution.
• Patagonia: Long-established purpose-driven consumer brand donating a share of sales to environmental causes; represents a scaled version of the donation-per-sale playbook.

Others

• Better World Books: Social enterprise retailer that funds literacy through each transaction; thematically aligned impact commerce model but operates in used books rather than consumer goods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/emilianicoffee
• LinkedInlinkedin.com/company/fight-for-something

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fight For Something