Pedaling the Food-Energy Revolution: Matching Half Cafe Gives a Whole New Meaning to It’s Name

Matching Half Cafe on the corner of Baker and McAllister

Hot off the presses. The next San Francisco Carrotmob will be at Matching Half Cafe (Baker @ McAllister) on OCTOBER 23rd, 2010 from 3 – 6pm. We’ve got a real doozy for you this time around.

On October 23rd between 3 and 6pm, when you purchase any item from Matching Half Cafe, the owners of the cafe will reinvest their profits in making their business more energy efficient and environment friendly. Well you may ask: how much profit and what are they going to do with the money? I’m still finding the answer hard to believe.

How Much?

When The Wigg Party started to promote the Carrotmob idea with our local coffee shops, Morgan was convinced that we should encourage the owners to dedicate 100% of their profit from a potential Carrotmob event. Honestly, I thought that was a little severe.  Why not ask for 50% and let the businesses push the bid up with time?

The initial bid from Matching Half pledged 100% of their profits from a Carrotmob. I was already shocked when another cafe, Central Coffee, pushed the bidding above 100%. We could not have asked for more from Matching Half’s follow-up and now final bid: 200% of profits. That is to say, Matching Half Cafe will be the matching half committing an additional dollar for every dollar of the profit generated in the 3 hour time span (pun fully intended).

What Will They Do With It?

In the words of the business owners themselves, this is what they want to do with the money:

In order to reduce our reliance on fossil fuels we propose the purchase of a bike trailer for use transporting produce from the local farmers market to our business.  The Burley Travoy with market bags is well suited for this task and lends itself nicely to the ride through the panhandle to the Stanyan Street market, which we currently attend weekly. $275 plus bags $65 each. [emphasis added]

Travoy trailer with attachments on a bike - photo credit Burley @ flickr.

But wait, $405 for the trailer and bags. We can surely raise over $400 for this local business. Matching Half is full of other great ideas assuming Carrotmob brings in more money:

Any amount in excess of this will be used to offset the cost of increased produce purchase from local vendors at this [Stanyan Street] and other farmers markets.

In addition, we would like to reduce the current 75% diversion rate of waste up to 90%. We will do this with the purchase of reusable food storage containers to reduce our reliance on plastic wrap and bags, while seeking out products from vendors who do not use plastics in their packaging.

But what if we are so lucky as to make them even more money. I mean, they are matching every penny that we raise at the Carrotmob:

If the event does extremely well, we will use excess funds for a trial phase of Organic Milk in our coffee drinks.  If this trial is successful, we will seriously consider a complete switch to organic dairy.

Wow! 200% of Carrotmob profits will provide this young business with a bike trailer, increase local food consumption, and divert waste all through one, three-hour event.

It is now up to you, the mob and consumer, to get out and support a local cafe that is working hard to create a sustainable business.

If caffeine isn’t your usual afternoon friend, don’t forget that Matching Half sells sandwiches, salads, pastries, as well as BEER and WINE in addition to their gourmet lattes and drip coffees.

You can stop by anytime on October 23rd between 3 and 6pm at Matching Half Cafe on the corner of McAllister and Baker. We’ll be out there with our wigs and carrot costumes. I guarantee a good time will be had by all.

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