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Back in 2012 when Moyee Coffee kicked off, our focus was pretty straightforward: get our roastery in Ethiopia up and running and connect with local farmers. Supporting these farmers who grow their coffee in the shade of wild forests meant we were already doing something good for the planet, right? Well, it turned out that wasn’t quite enough. We quickly realised that while we were doing some good, we had to step up our game if we really wanted to make a lasting impact.
As we jumped in, we saw the bigger picture. Over the last 20 years, Ethiopia has lost 18% of its forests. This isn’t just about losing trees; it’s about losing biodiversity, worsening climate change, and directly impacting the lives of the people who depend on these forests for their livelihoods. The main culprit? The traditional coffee trade, which often leaves farmers so poor they have to clear forest just to survive. That’s when we knew we had to rethink our approach from the ground up.
We rolled up our sleeves and got to work. First up was our Caffeinated Reforestation project, aimed at bringing back the forests we’ve lost and changing how coffee farming is done. We’re not just planting trees; we’re transforming farming practices to make them more sustainable and beneficial for both the environment and the farmers. We’ve also taken our mission beyond Ethiopia, setting up similar initiatives in Kenya and planning more for Colombia and Uganda.
While many companies offset their carbon emissions by funding external projects, we chose to go deeper with carbon insetting. This means we integrate our environmental projects directly into our supply chain, making a real difference where it’s most needed. On top of that, our True Price initiative makes sure that the price of our coffee reflects its true cost, considering both environmental and social factors. This approach promotes transparency and ensures that everyone, from farmer to consumer, understands and supports our mission.
Through our focused efforts, we've begun to see real changes. Our initiatives have helped to reduce carbon emissions significantly, and by integrating sustainable practices directly into our supply chain, we're creating a model that others can follow. We’ve also trained thousands of farmers in sustainable practices that boost their yields and incomes, ensuring that they can thrive without harming the environment.
At Moyee Coffee, we’re all about brewing change. Our efforts go beyond just making good coffee; they’re about making a difference in the world. The road isn’t easy, and there’s still a lot to do, but we’re committed to making it happen. With every bag of coffee, we’re not just offering a delicious brew but a chance to be part of a bigger movement towards sustainability.
Join our Impact Coffee Clubhere and make an impact each and every month; order one-off coffeehere orContact Us if we can bring radically good coffee to your workplace!
And for the impact geeks you can do a deeper dive into our theory of change and story to date with our2023 Impact Report.
Coffee lovers, it's time for a wake-up call! At Moyee, we're not just brewing your morning fix—we're stirring up a revolution in every cup. Did you know that while you've been told poverty is on the decline, the wealth gap has actually tripled since 1960? It's a bitter truth, but we're here to change that blend.
