With the ‘1 Million Cup Revolution’ Moyee Coffee launched the world’s first FairChain coffee roaster. The first western standard roasting plant built in Ethiopia, employing more than 40 people and leaving 300% more value om Ehtiopia for every kilo of coffee roasted. Our “1 Million Tree Revolution” is the start of a new radical goal: a living income for farmers and climate positive coffee. With 1 million coffee plants we will increase the income of 600 farmers by 80% and ensure 600 tons of additional C02 absorption.

We’re trying to redistribute our marketing budget. During the Parade festivals in Amsterdam last year, we tested our tokens. With a cup of coffee, each Moyee coffee drinker received a token worth 25 cents. When activating, coffee drinkers could either choose to invest the value in the chain (by using it to drink more coffee) or invest in planting a coffee plant (FairChain farmers’ received new better performing coffee trees paid by this token). In 2021 and beyond, in more and more places, when ordering Moyee coffee, tokens will be given that are used by means of a QR scanner on the phone that can be converted to €0.25 cents in a digital wallet. We’re very happy for customers to indulge themselves in more coffee or to invest in trees as both will help our farmers to prosper!

Of course we started our tree planting with our FairChain farmers at Limmu, Ethiopia. But ultimately the FairChain foundation offers the platform and this technology to anyone who would like to use it. For example, FairChain is currently working on a project with the United Nations in Ecuador for cocoa farmers. In short, we go wherever local governments or broken supply chains do not treat farmers as equal partners and therefore cannot cover their production costs, support their families or invest in their farms and coffee trees. 1 million is just the beginning!

A Coffee Tree. We don’t do generic tree planting. It’s about the farmer’s income. It’s that simple. These trees provide extra yield, extra income (EUR 9.4 / tree) and also absorb CO2 (25 kg / tree).

Of course we work with FairChain to design complex agroforestry plans that keep the jungle in balance and optimize the sustainable system in which our farmers grow their coffee. These plans do include planting ‘multipurpose’ trees for food production, shade that enhances coffee quality, timber or biodiversity. Some examples are mango and avocado trees. However, our Moyee campaign will only target coffee trees. For simplicity. And because we don’t sell avocado / coffee cocktails. Not yet : )