Bruce was Marketing Director at Equal Exchange, the pioneering organic and fair trade coffee company based in US with a brief to rejuvenate the brand and build up the marketing department.

Working closely with the sales team, the organisation was re-branded, its product re-packaged and its first national advertising and PR campaign rolled out.

This work resulted directly in Equal Exchange winning the contract to supply the national grocery chain Trader Joe’s which still remains its biggest customer today. During his tenure Bruce also led the development of Equal Exchange's range of small farmer tea, the first in the US.

The third edition of the packaging still retains the strong corporate identity created for the brand in the late nineties.