What is Good?

The Foundation

At Ten Boom Coffee, we don’t define goodness by trends, profits, or popularity. We define it by the unchanging character of God.


From the very beginning, “God saw all that He had made, and it was very good” (Genesis 1:31). Scripture tells us, “Every good and perfect gift is from above” (James 1:17), and Jesus Himself said, “No one is good—except God alone” (Mark 10:18).

God’s goodness isn’t just something He does—it’s who He is.

That truth is the foundation of everything we do. It’s what drives us to create with excellence, serve with intention, and love with purpose.

How We Apply Goodness

We believe that God’s goodness is meant to flow through us—into the everyday things of life. For us, that looks like:

Caring for farmers with fair wages and access to life-changing agricultural technology

Creating high-quality coffee with integrity and excellence

Giving generously— helping those in need & donating to shelters and ministries

Speaking truth in a world clouded by compromise

It’s more than business. It’s a calling.

Why it Matters

In a broken world, goodness stands out.

We believe every cup of coffee can become an invitation—into hope, restoration, and Gospel conversations. That’s why our tagline isn’t just branding. It’s truth:

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There’s Goodness Brewing.

Join the Story of Goodness