I wonder how long it's going to be until we hear about a direct-to-consumer online pet food store that gives a bag of food to a dog in need for every bag purchased
More poking fun at it than saying it's not viable
If you search for Van Houtte coffees, you get products supplied by "Van Houtte Coffees", "Van Houtte" and "VAN HOUTTE". Clicking on the supplier link two bring you to the same page, the 3rd to a different supplier page. They all look legitimate but there's no way to tell. I'd actually like to see a "Verified" listing by Amazon. I'd much rather buy from a verified supplier to make sure I'm not getting some "off the back of the truck" coffee pods or whatever.
Virtue signaling in marketing and as a business is a hot trend right now.