Why We Named Our Coffee & Tea Line Keats & Co.

Beauty is truth, truth beauty.  That is all…

We weren’t the first people in the world to start a coffee line that contributes to charity. Many philanthropic entrepreneurs have gone before us, and many more will surely follow. We wish them all well.

So what makes Keats & Co special?

In 2024, the Awesome Coffee Club had been alive and well for a couple of years, and premium loose-leaf tea was next on the horizon. It was also a big year for Good Store co-founder John Green. He was having a moment where everything—yes, literally everything—was tuberculosis (in case you missed it, it’s the title of his book).

John was out in the world doing incredible work to raise awareness about the global epidemic that is TB. Good Store wanted to contribute. So as we contemplated brand names for tea, instead of launching the Awesome Tea Club (a serious contender), we made a different choice.

Poet John Keats died of tuberculosis at the tender age of 25—a prolific poet whose life was cut short by the disease.

It also turns out that John Green loves a good poem very nearly as much as he hates tuberculosis.

So Keats & Co - Coffee & Tea was born.

We migrated the delicious coffee beans formerly known as the Awesome Coffee Club, added top-shelf loose-leaf tea, and made the commitment that 100% of profits would fund TB testing and treatment through Partners In Health.

We had to have a little fun along the way. Each time we launch a new tea blend or coffee roast, we suggest a pairing with a complementary treat—and a John Keats poem.

Octavia - Medium/Dark Roast - Pair with almond croissants or “A Party Of Lovers” by John Keats

Glowing Gold Chamomile Tea - Pair with a late night snack or "To Sleep" by John Keats

Thrushsong Oolong - Pair with ripe apricot jam or “What the Thrush Said” by John Keats.

About World Tuberculosis Day

World Tuberculosis Day, observed on March 24 each year, builds public awareness about the global epidemic of tuberculosis and the work to eliminate it.

In honor of World TB Day this year, John Green will read his favorite John Keats poem, Ode on a Grecian Urn, and talk a bit about why he loves it. This video will be shared exclusively with everyone actively subscribed to Keats & Co on World TB Day.

You might drink coffee or tea. If you do, try Keats & Co. Good Store has partnered with experts and artisans to bring you the best—and every purchase helps fund the fight to end TB.

Please join us. Explore Keats & Co coffee or tea today.