Our Economic Impact
valuable jobs and a proud future for the youth without the need for development aid.

Lets Fix the Future! (1/3)


In this series, you can find 3 blogposts that shortly explain our main impact pillars, economic, social, and environmental impact or Factories – Farmers – Forests.  

It’s called ‘Let’s Fix the Future!’ because a lot needs to be fixed. COVID-19 raised all sorts of havoc, but maybe most of all it unveiled society’s deep social riffs and the ever-rising inequality that is leading to ever-greater poverty, deforestation and climate change. One thing is clear: now more than ever we need better business models designed to solve these problems rather than continue to add to them.

With FairChain and Moyee, we’re building our company around Economic, Social and Environmental impact. How this is impacting us and, well, you, is in the report. We hope we can inspire you to make a difference, and please feel free to give us your feedback. 

Thanks for supporting us over the years and…. Let’s Fix the Future together.

Guido & Team Moyee

Let's talk numbers!

Currently, only 10% of the value of your average cup of coffee remains in the country of origin, which, when you think about it, it’s absurd! 

By investing in value-adding activities like roasting and packaging at origin, we not only help coffee-growing countries evolve from primary (agro) to secondary (industrial) economies and create the valuable jobs that go with this evolution, but we also help 5 times more income stay in local hands island helping growing countries  to prosper through trade not aid. We believe coffee-growing countries should claim their invaluable positions in the coffee supply chain. They have every right to demand to be equal partners. It’s their coffee, after all. 

To measure the economic impact of FairChain we’ve created a fairly simple framework with four main impact indicators:


Jobs supported

By the end of 2020 we were supporting 61 value-adding jobs across our roasteries in Ethiopia and Kenya. That’s pretty impressive considering we began with 18 jobs in 2015. This number represents the jobs created by opening local roasteries and sustaining those jobs over the years.

0 kg

Beans exported

Last year we roasted a whopping 77,003 kg in Ethiopia and Kenya – that’s up from just 2,180 kg in Ethiopia in 2015. This number represents the number of kilo’s exported from Ethiopia and Kenya to elsewhere.


Left at origin

By roasting locally, we leave behind more than 5 times as much value in country of origin compared to industry average. In practical terms this meant in 2020 that €575,000 of profits and income stayed in Ethiopia and Kenyan hands as against just €19,000 in 2015.



If we measure FairChain awareness by cups, then in 2020 that awareness rings in at 13.6 million cups. This is the number of cups of FairChain coffee drank by our friends and fans. This is a radical increase from 3.7 million cups in 2015. We like to think we sparked a bona fide FairChain movement. Our ambition is to inspire consumers to make conscious decisions that have real impact. 

50% awesome coffee, 50% experiment but 100% the future of business

FairChain is both a voice and a fist against a system where development aid subsidizes global corporations that refuse to share their wealth.

But why should the burden of solving poverty, deforestation and climate change fall exclusively on governments and NGOs when Big Coffee corporations are pocketing enormous profits?

Why should the rich get richer and the poor poorer? When coffee is the world’s most consumed beverage and its second most valuable commodity, why can’t coffee farming be profitable in its own right and coffee-growing countries enjoy trade instead of aid? And why can’t we consumers not sip guilt-free premium coffee at reasonable prices? The answer to all these questions is: we can. 

Welcome to the world of Moyee and our FairChain approach to doing business.

It’s all fine and well to say we are striving for economic equality, but what does that actually mean? Good question! Our main driver is to rebalance the global coffee 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.

Our economic To Do List

  1. Moyee aims to roast 300,000 kilograms a year. We aim to scale up from low-volume premium exporters (from Ethiopia and Kenya) to high-volume premium exporters. Our plan is to boost our roasting activities in Kenya and Colombia and raise the percentage of truly locally-roasted FairChain coffee to 90% (We will continue to roast small batches via our Amsterdam HQ in case of supply chain hiccups or for product development).
  2. Moyee will source all of its coffee directly from smallholders, offering the global coffee industry a blueprint on how to introduce profitable farming to the 5,5 million farmers that live below the poverty line.
  3. We aim to change the profile of our Impact Ecosystem so that it is less reliant of a single roastery in Ethiopia and can spread the risk of logistical hiccups across multiple roasteries.
  4. Combine our best practices in Holland, Ireland and Germany for a pan-European roll-out and make inroads into America. 

Moyee aims to champion the Fourth Wave of coffee and to lead with our regenerative and redistributive fairchain business model as the right approach for the 21st century to the profit obsessed model still being peddled by Big Coffee conglomerates.

Our healing, regenerative and redistributive business model will inspire many brands to follow our lead. Before you say we’re crazy, just think of how Beyond Meat is influencing the meat industry and Oatly the milk industry. Bravo! We aim to be this for coffee.