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By Devin Coldewey

Toms, the shoe-maker-turned-charitable-giver, has announced its next big "One for One" effort, in which buying one of their products results in something like it being given to a person in need. This year's product? Coffee — at many Toms Cafes soon to open.

Of course, people in the developing world aren't especially in need of coffee (most of which is grown in developing countries to begin with) — they need clean water. So buying a cup of coffee or bag of beans from Toms will result in a day's or week's worth of water being provided via partner charity Water for People.

Toms founder Blake Mycoskie announced in 2011 that it was switching from matching purchases of just shoes to a more all-purpose, buy-one-give-one charity. The company began selling (and giving) eyeglasses then, and now the coffee for water deal is the first of what Toms hopes to be a yearly one-for-one product announcement.

Tune in Thursday to TODAY to see Mycoskie talk with Jenna Bush Hager at South by Southwest in Austin, Texas.