Rather than give out free coffees or offer BOGO ("Buy One, Get One Free") deals, Starbucks is taking a different approach to National Coffee Day. The mega-chain will be doing a massive makeover of its stores across the nation this weekend, replacing menu boards with information about the farmers the company sources its coffee from. The aim is to inform customers about the challenges these farmers face, including coffee leaf rust and climate change, and the company’s commitment to ethical and sustainably sourced coffee.

Through a new smallholder farmer loan initiative with the Inter-American Developmental Bank (IDB) directed toward a women-led coffee cooperative, and an expanded partnership with the United States Agency for International Development (USAID) aimed at helping young coffee farmers in post-conflict zones build greater resiliency and expertise, Starbucks will help create opportunities in some of Colombia’s most vulnerable coffee growing communities.