What's the challenge?
The problem with coffee is that 90% of what coffee is worth, goes to a handful of large multinationals, which we call Big Coffee, labels we all know. This means that only 10% of the value of coffee stays within the country of origin. That leaves the Farmer with no possibility for development or margin! With us this is 50%, because we roast and package in country of origin the coffee chain toward an equal partnership.
RADICAL QUALITY, RADICAL IMPACT.
100% SPECIALTY COFFEE, 100% ARABICA
We want to offer the best beans for daily use. That’s why we work with the best ones from Ethiopia, Kenya and Colombia! Because of cupping scores of 80 and above we can call these princesses 100% specialty coffee. Moyee Coffee is Forest Shielded, Hand Picked, Slow Dried and Slow Roasted to perfection.
FACTORIES
ECONOMIC IMPACT The coffee is roasted and packaged in our roasteries in Ethiopia and Kenya. By roasting in countries of origin, Moyee is helping coffee growing countries to reclaim their rightful position as equal partners in the global coffee chain. Roasting in countries of origin de-colonizes the supply chain, creates valuable jobs, give the youth a proud future independent of development aid and bring in the much-needed forex. Our FairChain model leaves 50 instead of, the industry average, 10% of total value.
The first roastery we started in Ethiopia, then expanded to Kenya and now have collaborations in Colombia.
FARMERS
SOCIAL IMPACT We help farmers toward a living income. Profitable farms, earning farmers a living income. Millions of coffee farmers however, live below poverty levels. Only in Ethiopia there are, 900k farmers fighting for their existence. This while a handful of BigCoffee Oligarchs earn colossal profits. A living income is not the outcome of a well-intended do-goodnick impact program but a human right and thus Moyee pioneered with numerous interventions and put a living income in the centre of its business model.
FORESTS
ENVIRONMENTAL IMPACT Coffee plants grow on a biodiverse piece of land Poverty causes deforestation. Moyee reverses that trend by planting coffee plants and giving them back to farmers to grow coffee in a biodiverse environment. This not only protects forests but also brings farmers closer to a living income.
About Moyee
We did not launch Moyee to sell coffee we created our brand to radically redesign the way coffee is grown, produced and distributed. Our goal has always been to build a micro-economy that delivers more winners than losers; amazing coffee; living incomes to our farmers; independence from development aid; true cost production; and, ultimately, hope and opportunity for all.
Our brand mission is not to join the richest 1%, but is 100% focused on lessening the Great Divide between the fortunate and less fortunate and inspiring others to embrace our FairChain business model that shows every product can be transformed into a catalyst of change.
A deep dive in the world of coffee you can find in this impact report
