Hugh Jackman on Building a Coffee Empire: ‘It’s Advocacy, and It’s Also Entrepreneurism’

Australians, according to Hugh Jackman, are “arrogant” about their coffee—but Jackman’s interest in the beverage has taken a turn that’s both altruistic and entrepreneurial.

Last week saw the limited opening of the documentary Dukale’s Dream, which charts a trip Jackman took to Ethiopia, where he met the coffee farmer that inspired the film’s title and learned about fair trade. Dukale’s name is also on one of the blends of Jackman’s Laughing Man coffee that as of last week became available in pods via Keurig Green Mountain; there are two Laughing Man cafes in New York City and a Laughing Man Foundation.

TIME talked with Jackman—who insisted he couldn’t tell us whether or not he’s going to show up in X-Men: Apocalypse—about the documentary and his coffee-related goals.

TIME: The documentary traces your journey to understanding. Was that always the way you conceived it?
Hugh Jackman: It originally…