taking stock going the extra mile
Impact update september 2022
If we as consumers have learned anything these past few years, things happening on the other side of the globe can affect our lives here. And coffee is no different.
Getting green beans – or roasted value-added coffee in our case – from the Coffee Belt near the equator to the other side of the world isn’t always easy. Particularly when you add in the challenges of Covid 19, disruption by the Russian war in Ukraine (the port of Rotterdam being able to take a container of our coffee for 2 weeks was one example of this!), sudden increases in demand, and general shipping pressures since the pandemic.
'We didn't start Moyee to sell coffee, we started moyee to prove that business models and supply chains can be structured in a radically different way and can contribute to lowering global inequality'
FairChain in a nutshell
Here’s our attempt to keep things simple. Normally, a coffee bean begins life as a cherry growing on a coffee plant attended to by farmers.
Once harvested, the beans are washed, cleaned, and dried and become what we call green (unprocessed) beans. In their journey from highlands to harbours for export, various middlemen handle the green beans and take a small piece of the profit. The roasting and packaging of green beans takes place almost exclusively abroad, primarily because this is where the real value is created.
Big Coffee thrives on squeezing the margins out of coffee-producing countries. The price of a cappuccino has exploded in the last few years, but coffee producers have seen none of that extra value. Actually, it’s worse than that. They’re earning less now than ever before – just 10% of the total value ends up in their hands. It used to be 47% of the value!
What moyee coffee does
Moyee FairChain Coffee is an alternative to all that. Our coffee is grown on wild forest-shaded coffee plants and handpicked by the farmers.
By roasting in the country of origin instead of exporting away green beans, more profit remains in the hands of the men and women who contribute the greatest to the chain.
At the heart of FairChain is a 50/50 approach that aims to create an equal value split between countries that produce coffee and countries that consume it.
The future - conscious consumerism
Covid-19 has been as devastating as it has been eye-opening. We witnessed heroic acts of solidarity. We saw a global economy come to a screeching halt and rapid inflation as it reopened. While at the time of writing the future is still very much uncertain, there is a large group of people who will want to return to life as normal.
However, we believe there will be an even larger group open to new economic alternatives and a world filled with less pollution, less stress, less consumption, more mindfulness, less plastic crap. People who demand a healing economy over one that is devastating our planet and catering almost exclusively to the richest 1%.
As a brand, we will stand by this new class of conscious consumers. People who will choose a single cup of (specialty) coffee that respects people and planet over two cups of (poverty) coffee that generates perverse profits for the privileged few while paying no heed to our planet. The future is bright for purpose-driven brands!
our big plans - work left to do
To balance the global coffee chain:
- Scale up from low-volume premium exporters (from Ethiopia and Kenya) to high-volume premium exporters.
- Fire up our roasting activities in Kenya and Colombia to raise the percentage of truly locally-roasted FairChain coffee to the 90% we aim for. (We will continue to roast small batches via our Amsterdam HQ in case of supply chain hiccups or for product development).
- Change the profile of our Impact Ecosystem so that it is less reliant on a single roastery in Ethiopia and can spread the risk of logistical hiccups across multiple roasteries.
- Combine our best practices in Holland, Ireland and Germany for a pan-European roll-out and make inroads into America.
This is no easy task and only possible with your support. We do it the hard (and Fair!) way, because we value doing it right.