Jason Scherr founded Think Coffee in 2006 in Greenwich Village, Manhattan, after previously opening Verb Cafe in Williamsburg in 1999. Think practices direct trade sourcing, cutting out intermediaries to work directly with small farmers and cooperatives, and publishes farmgate prices and livable wage reports for full supply chain transparency. The roastery opened a dedicated facility in Williamsburg in 2017, where all coffee is now roasted in house. Portions of sales at each location are donated to local nonprofits, and the company has expanded its reusable cup program and compostable packaging across its operations. Think goes beyond traditional fair trade certification by verifying livable wages and funding community projects identified by the farming partners themselves.