Carly Baldwin,Patch Staff

December 18, 2024

OAKHURST, NJ — Rook Coffee, the beloved Jersey Shore coffeehouse with a cult following, just raised and donated $14,362 to the Big Brothers Big Sisters of Coastal & Northern New Jersey this holiday season.

Rook Coffee started out of a tiny shop in Oakhurst in 2010, and currently has 11 coffee shops throughout Monmouth County.

Rook raised the money from its first-ever Blendsgiving charitable campaign: While Rook has been selling its annual seasonal Blendsgiving coffee since 2021, this is the first year Rook Coffee used its release as a platform for giving back.

The limited-edition coffee launched Nov. 13 and ran through December 3 (Giving Tuesday). The donation comes from the entirety of profits generated from sales of Blendsgiving cups and bags sold in-stores and online. Rook’s loyal customers and publicity from Big Brothers Big Sisters boosted the final amount to over $14,000 — a 40 percent increase beyond expectations.

On Monday, Rook presented a check to Big Brothers Big Sisters of Coastal & Northern New Jersey (BBBSCNNJ) out of their Oakhurst coffee shop.

“When we were in the planning stages for Blendsgiving this year, the name really resonated with us,” said Marc Hindman, senior director of strategy at Rook Coffee. “We asked ourselves: How can we turn this amazing coffee into something more impactful for our local community? Big Brothers Big Sisters of Coastal & Northern New Jersey had been on our radar for years, and their mission, professionalism, and extensive reach in New Jersey made them the perfect fit. We’re incredibly pleased with the outcome and humbled by the support of our customers who helped make this campaign a success.”

“We are grateful to Rook Coffee and all who supported this campaign, together we are building a stronger community through mentorship for our youth,” said William Salcedo, Executive Director of Big Brothers Big Sisters of Coastal & Northern New Jersey.