This is where your mission statement would be.
What does your company stand for?
What started this all?
Why have you partnered with us?
What is it about this company, moved you to join the movement that we believe in?
What impact will subscribers have if they were to sign up to the coffee club through your organization/company?
What impact will these people have in the world?
Where would their money be going to? What would it be used for?