Dukale's Dream Movie, Hugh Jackman coffee documentary

Documentary film with Hugh Jackman, Dukale, Deborra Lee Furness, Jeffrey Sachs, Tim Costello, Assefa Tofu, Takele Mammo, Directed by Josh Rothstein, Produced by Jesse Scolaro, Julie Christeas, Schulyler Weiss


A documentary about the inspiration behind Hugh Jackman's fair trade coffee company. After meeting an Ethiopian coffee farmer named Dukale, Hugh realized that something as simple as a cup of coffee could have a profound impact on global poverty.

1) Watch and Share the Film

Rent or Own Dukale's Dream Movie on iTunes then watch the film and join our online viewing party! Director Josh Rothstein will be available to answer your questions! Stay tuned for more details.

Screen the film ANYTIME in your local theater or community center and the filmmaking team, including Director Josh Rothstein, will be available to answer your questions on the day of your event.

Proceeds from movie sales and screenings will go to World Vision's community development projects in Ethiopia. See below for more details about these impact goals.

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2) Drink Fair Trade Coffee

Hugh Jackman made a pledge to only drink Fair Trade coffee -- please join him and post your cup of

Fair Trade or Direct Trade coffee to #DukalesDream

Dukale's Dream


Dukale's Blend


Other Fair Trade


3) Make a Contribution


Purchase a Dream with Dukale t-shirt and Out of Print Clothing will donate 100% of their profits.

Keurig Green Mountain will match the first $5,000 raised.

Donations will go to World Vision's community development projects in Ethiopia and Laughing Man Foundation's educational initiatives. See below for more details about these impact goals.


Using the film to spark a conversation about how each of us can make an impact in our everyday lives, we encourage you to Dream with Dukale as we seek to reduce global poverty through education, economic empowerment, and health initiatives.


In partnership with Hugh Jackman's Laughing Man Foundation and World Vision Australia, our goals are to achieve the following:

  • Create a curriculum for students in the U.S. about Fair Trade products and social entrepreneurship.
  • Provide funding for existing economic empowerment programs to help uplift farmers like Dukale out of poverty.
  • Improve health standards for women and children in developing countries by providing access to clean cookstoves.


Fair Trade

Fair trade aims to benefit farmers, workers, artisans, consumers and businesses through fairer prices, long-term direct trading relationships, sustainable community development, ecological sustainability and respect for human rights and gender equity.


Second only to the oil industry, coffee is the second largest international commodity. Because of the extraordinary demand for coffee in the West, the coffee bean industry is one of the largest sites of forced labor and child slavery around the world. The International Labor Organization estimates that there are 250 million child slaves working to produce many of our everyday purchases such as coffee and cocoa. As you might imagine, forced laborers and child slaves have little or no rights. They are exploited for their work, forced to work long hours with little or no pay. These workers are also often exposed to dangerous chemical fertilizers and pesticides that have been banned in the US, causing them to contract lifelong health conditions.


Fair trade is a partnership based on dialogue, transparency and respect between producers and consumers. It means paying a fair price to ensure producers are not exploited and can live a dignified life. It means creating a level playing field and offering fair trading opportunities to all producers, not only large corporations. By focusing on the right to a dignified and safe life and a sustainable environment, fair trade contributes to ongoing development by offering better trading conditions, better income and a better life for small and marginalized producers. Around the world, fair trade organizations and a growing number of consumers are actively supporting poor producers – by raising awareness of the conditions in which poor producers live and by campaigning for changes in the rules and practices of conventional international trade. And it’s working. The European-based Fairtrade Labeling Organizations International (FLO) estimates that fair trade sales in Europe, which represent 60% to 70% of the fair trade market, have been growing at an average of 20% each year since 2000. The annual net retail value of fair trade products sold in Europe now exceeds 660 million Euros. While it is still a tiny part of all global trade, fair trade is setting standards and breaking down barriers to allow small producers from poor countries into the global market.


When we choose to buy Fair Trade, we are casting a vote for the ethical treatments of the laborers around the world who are responsible for our daily coffee fix. Fair Trade certification means not only that workers were paid fairly but also those farmers had safe and environmentally friendly working conditions.

Community Development

Community development is about change and partnership. It is work or projects undertaken jointly between people in poor communities, local authorities, governments, and outside organizations such as aid agencies, to bring about long-term improvements. It is about communities moving ‘step by step’ and others working with them ‘side by side’ to improve living conditions and create lasting change.


Sometimes development is seen only as the provision of tangible things like water tanks, roads or school buildings. Community development, however, is also about assisting community members to work through their problems and the causes, effects and solutions, themselves. They learn to understand the issues that are contributing to their poverty, and the methods and resources that will help them to be self-reliant. The skills that remain will help communities build a better future for their children.


It takes time to bring about lasting change. The time it takes in one community may be different to another. World Vision might work on one project for three years, or stay with a community for up to 10-15 years, until the community has the skills, ability and resources to manage independently. Ultimately, community development is about the capacity of the community to respond to change themselves and to develop their community in a way that is sustainable. At the end of the day, communities can manage their future without relying on external support.

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