AUSTIN – At SXSW in Austin, Texas, the Toms Roasting Co. and Café is open for business, reports USA Today. 

Toms, founded by Blake Mycoskie, was launched in 2006 with a unique concept: buy pair of Toms shoes and the company donates another pair to needy children. Now, the company is taking that concept into the coffee business: buy a cup of coffee and Toms will donate a day’s worth of fresh water to remote countries. Or, buy a bag of Toms coffee at Whole Foods or Toms.com and a week's worth of fresh water supply is donated, writes the newspaper.

Mycoskie says that with a morning cup of coffee, he hopes people will think about starting their day “by improving somebody else's."

"We've proven that giving is good for business," he told the newspaper. "By being involved with your customers all year long, it actually strengthens your business."

The New York Times notes that Toms initially will have more café-stores in South Korea, Dubai, Amsterdam and other international locations, with additional shops in Austin, New York City and Portland, Oregon.