Last year we said we aimed become the world’s first FairChain coffee brand. To raise awareness for our cause we launched our 1 Million Cup Revolution ‘sipfunding’ campaign. Instead of asking you to donate money, we encouraged you – and all of our coffee-drinking fans, all over the world – to buy our coffee. In return, we promised to invest everything we earned directly into a top-quality coffee roaster in Ethiopia. One million cups later, thanks to you, we are ready to introduce FairChain coffee to the world. Things are about to get really interesting!
As you know by now, ‘FairChain’ is the word we coined to describe our social business model. This model is built around roasting high-quality coffee beans in the countries that grow the coffee. In other words, FairChain is a fairer way of doing business. The roaster in Addis Ababa is essential to our FairChain philosophy.
Thanks to you and people like you, our drive to make coffee fairer hasn’t gone unnoticed.
“Roasting in the countries the coffee is grown is FairChain,” says Guido (van Staveren van Dijk), our founder. “By roasting in Ethiopia instead of exporting green beans away, we’re leaving behind 300% more added value there. Fairtrade and Direct Trade don’t come even close to that.”
Radically good coffee
We like to summarize FairChain in three simple sentences: Growing radically good coffee is what we do. Roasting radically good coffee in the country of origin is how we do it. Sharing the value of this radically good coffee fairly and honestly with the men and women that grow it is why we exist.
To celebrate the opening of our Addis Ababa roaster, we will soon be launching our Race to Kaffa competition – a chance to win a trip to Ethiopia’s extraordinary coffee region and visit Moyee’s brand-new roaster.
“We are a 50/50 venture with local Ethiopian entrepreneurs,” says Guido. “And because we pay significantly more than both Fairtrade and Direct Trade, we have access to the country’s best coffee beans. Hence our tagline: radically good coffee. Radically good barista-style coffee with radical social impact.”
Thanks to you and people like you, our drive to make coffee fairer hasn’t gone unnoticed. Our coffee consistently scores high in specialty coffee competitions (we regularly score above 90!). As for our business model – this spring the Dutch quality weekly Vrij Nederland named us one of its ‘Radical Innovators of 2014’, praising our vision that goes beyond just selling coffee. It’s one of many accolades we received in our short existence. But ladies and gentlemen we promise you this: we are going getting started!
The Race to Kaffa Expedition
To celebrate the opening of our Addis Ababa roaster, we will soon be launching our Race to Kaffa competition – a chance to win a trip to Ethiopia’s extraordinary coffee region and visit Moyee’s brand-new roaster. The competition will be open to anyone who purchases Moyee coffee at moyeecoffee.com.
If you want to win that great trip, then follow us on Facebook or subscribe to our newsletter (bottom of the page). More news soon! In the meantime, drink Moyee. Not just because it’s a social revolution, but because our coffee is freaking awesome! Enjoy!