Funds raised through the Future of Coffee initiative will support educational programmes at Well Grounded’s four specialty coffee training academies
Oatly has announced a new long-term partnership with UK social enterprise Well Grounded.
The Future of Coffee initiative is backed by a joint £1m ($1.3m) commitment over the next five years and will support Well Grounded’s long-term goal to create 10,000 coffee career opportunities across the UK.
The collaboration will see Oatly donate £0.01 from every litre of Oatly Barista Edition sold via its UK foodservice channel, which includes thousands of coffee shops, restaurants and hospitality venues. Funds raised will support training programmes at Well Grounded’s four specialty coffee training academies in London, Bristol and Leeds.
The accredited training programmes help young people who are out of work or need support accessing employment opportunities in the coffee industry.
Since launching in 2016, Well Grounded has trained over 2,500 people, facilitated over 21,000 hours of work placements with employer partners across the industry, and supported 76% of graduates into employment.
Related content: Well Grounded: 10 years of empowering careers in coffee
Oatly will also deliver bespoke training sessions on plant-based drinks and support Well Grounded’s advocacy and social impact work.
“At Well Grounded, we believe talent should be matched with opportunity. For 10 years, we’ve been supporting people to build lasting careers in coffee. We’re thrilled to announce the Future of Coffee partnership between Well Grounded and Oatly. This partnership will allow us to go further, reaching more people across the UK. By supporting the people, skills and innovation that will empower the next generation of baristas, we can also make a positive impact for the planet too,” Well Grounded Founder Eve Wagg said in a press release.
Founded in Sweden in 1994, Oatly is one of the world’s most recognisable dairy alternative brands and has had a presence in the UK since June 2011.
The Malmö-based group distributes its oat-based drinks, yoghurts and ice cream ranges across more than 60 markets globally, and generated $862.4m in revenue last year. Oatly also posted its first annual profit in 2025, with adjusted EBITDA of $6.8m.
