Back in 2009 the actor and Broadway star Hugh Jackman spent a day working in the Sigiga Multipurpose Cooperative, a member of the Yirgacheffe Coffee Farmers Cooperatives Union, in the Gedeo region of Ethiopia as part of his role as an ambassador of World Vision, an international relief, development and advocacy organization. The relationship he built with one of the farmer-members, Dukale, spurred he and his actor wife Deborra Lee Furness, also a World Vision ambassador, to start a social enterprise Laughing Man Worldwide, which markets the coffee produced by the cooperative.