(ReReRe) Coffee
(Impact) -195,36 CO2 P/Y
(Date) 30.05.2022
(Author) Loudi Langelaan
(Illustration) Jelle van Bouwhorst

Worldwide, we drink 3 billion cups of coffee every day. Coffee is big business. 170 billion euros are involved in coffee production, and the industry is becoming increasingly profitable. But we also know that the coffee trade, with its origins in colonial slavery, is often unsustainable and unfair.

Only 10 per cent of those 170 billion euros are cashed in the country of production. 25 million coffee farmers worldwide cannot live from their work, many farmers and workers in the coffee world earn below the poverty line. The Rwandan coffee farmer Joël Twaginuonukigo (41) once cynically remarked to De Volkskrant that he never drinks coffee himself, because he cannot afford it. In addition, climate change is putting great pressure on harvests in many places, and in countries where production is increased (to meet growing demand), this is almost always accompanied by deforestation (of rainforests).

We, too, are fond, if not addicted to it. Good coffee became essential for a good and successful working day. We understand that the coffee beans we toss into our machine have come a long way. With our daily cup of coffee, we don’t want to contribute to deforestation, biodiversity loss and soil degradation. And it’s only logical wanting those people making our coffee consumption possible to also have a good working day, right? Fortunately, there was Moyee, and they made life easy for us.

In the mainstream coffee industry, once the coffee beans are harvested, they almost immediately leave the land where they were grown. Elsewhere, the coffee is roasted, processed, packaged and traded. There are many links between harvesting and a cup of coffee and the chain is not transparent.
What is clear, however, is that something is left hanging in the balance everywhere.

Moyee, just like Pure Africa and This Side Up, does things differently. These coffee processors buy directly from farmers’ cooperatives and bypass the trade market. With the ‘FairChain’ principle, Moyee wants to make the entire chain fairer. The price for the beans is agreed at an average of 20 per cent above the market price. By buying directly from farmers in Ethiopia and elsewhere, roasting and packing the coffee there, and then selling it to coffee drinkers, Moyee has a very short chain.

Moreover, Moyee coffee is good for the planet: Moyee works together with farmers who practice regenerative farming and thus actively work on restoring the natural environment and biodiversity. You can read all about it in the impact reports. And the founders hope that a good example will be followed. Moyee wants to show what an honest coffee chain can look like, inspire others to do the same, and ultimately break with the power and malpractice of the coffee multinationals.

And the best part is, Moyee coffee is divine too. Since 2019 we have been leasing an espresso machine from Moyee, which freshly grinds our favourite, the Moyee Triple beans. We can get through the day like that!

#rerere is our action program to rethink, repurpose and redesign our social and ecological footprint for the better. you can find all our #rereres here. We hope that it inspires you to take action. Because the only way to create a future that includes you plus new generations to come is when we all take action. #timeisup