If you thought that artisanal, fair trade joe was the kind of thing dispensed by bearded, tattooed baristas sporting black t-shirts and ear plugs, take yourself down to your nearest convenience store.
Fair trade coffee from the Matagalpa region of Nicaragua is now available in 7-Eleven outlets — surely marking some landmark in the mainstreaming of coffee culture.
It’s affordable too. “It’s a great tasting, premium cup of coffee without the premium price,” said Nancy Smith, 7-Eleven senior vice president of fresh food and proprietary beverage merchandising, said in a press statement.
Try our @RnfrstAlliance certified single-origin coffee. It’s coming direct from the fields of Matagalpa, Nicaragua to a store near you. pic.twitter.com/tWv4kVNWEe
— 7-ELEVEn (@7eleven) November 11, 2016
This isn’t the first time 7-Eleven has tried to integrate social consciousness into its brand; Last August, during election season, the convenience store introduced red and blue marked coffee cups for customers who supported the Republican or Democratic parties respectively. They also had a special purple cup, called the “Speak Up Cup,” encouraging customers to discuss the issues important to them.
For more on fair-trade, watch Fortune’s video:
The new line of coffee will be sourced from growers and farmers who meet strict standards that promote the well being of local communities alongside environmental and wildlife conservation.