ME to WE: A social enterprise enabling people to do good through their everyday choices

Founded in 2009 to provide economic opportunity in WE Villages communities and a sustainable source of funding for WE Charity, ME to WE has grown into a global force for good.

ME to WE provides two levels of benefits to support the work of WE Charity. Firstly, ME to WE creates employment and economic empowerment for over 2,000 people in WE Villages communities around the world, including via artisanal and Fairtrade products and global service trips. This is critical to the WE Villages pillar of Economic Opportunity, and enables WE Charity to achieve economically sustainable development in countries around the world. Secondly, ME to WE’s charter requires that it donates a minimum of 50% of its profits annually to WE Charity. For the past five years, ME to WE has donated on average over 90% of profits to WE Charity. The balance of funds are reinvested into the social enterprise to grow its sustainability, including its recent investment to launch Fairtrade chocolate to create economic opportunity in the WE Villages country of Ecuador. Since 2009, ME to WE has donated $20 million in cash and cost offsetting in-kind donations to WE Charity.

ME to WE by the numbers

ME to WE
Minga Bracelet
ME to WE
Meet Carmen Chavez
ME to WE
Coffee That Changes Lives
ME to WE
Chocolate That Changes Lives

Our vision, mission and WE Charity partner

Our vision: To empower people to transform local and global communities by shifting from “me” thinking to “we” acting. We measure the bottom line by the people empowered and the lives transformed. Living ME to WE means working together to create sustainable change, and making a difference with everything you do—from choosing travel that leaves a positive footprint on the planet to making purchases that give back.

Our mission: Inspire and enable people to do good through their everyday choices. ME to WE creates options for consumers like you, who want to make informed decisions about what you experience and buy, knowing your actions will help empower people and transform lives, making the world a better place.

WE Charity is our charity partner and our best friend in changing the world. Using a highly effective model, ME to WE is structured to offset expenses and help provide pro bono services to WE Charity’s efforts at home and abroad. ME to WE donates a minimum 50% of its net profits to support WE Charity, while the balance is reinvested to grow the mission of the social enterprise. Learn more about WE Charity.


The women behind our Rafiki Bracelets

It started with one beaded piece and a handful of mamas. We wanted to connect them to women around the world, so we called the bracelet rafiki, meaning friend in Swahili. Now, we work with 1,800 artisans in Kenya and Ecuador, empowering them to earn a sustainable income for their beautiful handiwork and to create brighter futures for their families.

Meet Roxanne Joyal, CEO, Founder

Roxanne Joyal was inspired to create ME to WE Artisans after traveling to Kenya in 2010 and witnessing talented Maasai women selling their beautiful beadwork at a loss. Roxanne reached out to form a partnership with these women, one that would give them access to a wider market for their jewelry and a sustainable income.

Roxanne Joyal, CEO and Founder of ME to WE Artisans
Roxanne Joyal, CEO and Founder of ME to WE Artisans

Our Leadership Team


B Corp Certified

B Corp (short for Benefit Corporation) certification is to business what Fairtrade is to coffee or Energy Star to appliances. It’s a guarantee, backed by rigorous assessment, that a organization is making a positive impact on its local and global community. ME to WE has been a proud certified B Corp since 2015 and scores among the top 5% of all Canadian organizations that are certified.

Certified B Corporation certification
Certified B Corporation certification