Momentarily 90% of the total coffee value disappears into the pockets of a handful of large multinationals, which we call Big Coffee. This means that the coffee farmers are left with only 10% of the value. It’s even worse, because there is nothing is added to this value– only 2% of that amount is actual profit. We may be entrepreneurs, but there’s no way to justify this imbalance. That’s why we started Moyee!
“IT IS TIME FOR COUNTRIES SUCH AS ETHIOPIA TO CLAIM THEIR RIGHTFUL PLACE AS EQUAL PARTNERS IN THE COFFEE CHAIN. IT’S THEIR COFFEE AFTER ALL!”
Guido van Staveren van Dijk, Founder of Moyee Coffee
From opening a roastery in Ethiopia to entering Kenya and Colombia It’s a hella of a ride, but worth jumping along.
Founding a purpose-driven coffee company in Holland has been an enormous challenge to say at least. Just like Holland, Germany, and other western countries, we are all dominated by Big Coffee companies backed by Big Bucks. Fairchain is both a voice and a first against a system in which development aid subsidizes global corporations that refuse to share their wealth. At the heart is a 50/50 approach that aims to create an equal value split between countries that produce coffee and countries that produce it: that’s right, radically rebalancing the global coffee chain. Learned the insights and expertise we gained in Ethiopia, we have expanded FairChain to Kenya and will soon set up a shop in Colombia.
From paying a 20% FairChain premium to a living income.
By working together with 100 smallholders to improve the quality of their coffee beans, we soon realized that a 20% premium was not nearly enough to secure our farmers with a decent net income a household needs to offer all members of that household a decent standard of living. A visualization of theory of change is created by our Living Income Roadmap. Working closely together with the FairChain Foundation, we developed a FairChain Farming program specifically designed to ‘bring a living income to farmers by managing profitable farms and getting involved in value-adding activities”.
From natural forest-grown coffee to true cost production
By working in the coffee industry, we’ve become climate activists out of necessity. At Moyee, we believe the root cause of deforestation – and the climate change deforestation catalyzes – is poverty. As forest dwellers, our farmers are on the frontline of climate change. Their environmentally-friendly farming methods protect forests – forests necessary for our own survival in the west. We unveiled an ambitious tree-planting program in 2019 to boost farmer income, protect local forests and kickstart a Mission Zero moonshot. And end 2021 we continue rocking planting trees. Our goal is to prove our business model can turn negative externalities into positive externalities. In addition to signing a pledge for net zero emissions by 2030, we are undergoing several significant projects specifically designed to achieve our environmental ambitions.
This is the map of farmers that you make an immediate impact on by drinking Moyee. We have been helping these farmers to earn a living income for years.
Zoom in on the map below to see the impact per farmer.
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