(English) Best Practices

About 8 years ago a bunch of African and European entrepreneurs launched Moyee Coffee. Their ambition was to reimagine the coffee industry and share more of the value from coffee with coffee growing countries. They called this model Fair Chain.

They set up Moyee’s first roastery in Addis Ababa, established partnerships with coffee communities in the Jimma region and began to develop a roadmap for a living income for coffee farmers which could also protect and rejuvenate the wildlife habitats of the coffee belt.

In 2016, Irish social entrepreneurs, Shane Reilly and Killian Stokes, discovering the good taste and ambition of Moyee, established an outpost in Dublin to bring FairChain coffee to offices, shops and homes across the UK and Ireland.

Ethics. The ethics around coffee have long been questioned. This is the most ethical way to get a great coffee to a consumer audience the is looking for a superior product. FairChain rather than fair trade looks to achieve a 50/50 split between the producing and consuming country.

The below figure explains the difference between Fair trade and Fairchain.

Supply Chain: is traditionally roasted in the coffee consuming countries this way they roast in the producing countries. Setting up the 15,000M2 unit in Addis Abba.

Fair pay for farmers: FAIRCHAIN BLOCKCHAIN: DIGITALIZING FARMER PAYMENTS. In 2017, we were the first coffee company to put our farmer payments on the blockchain. We have continued to do so ever since.

Using the blockchain is not only a way to deliver on our brand promise or live up to radical transparency, it also gives us much better insights into our farmers’ earning capacity. This opens the door to farmer credit lines. It makes it possible to bank farmers, the vast majority of whom have been written off as unbankable. BANK ACCOUNTS, DIGITAL WALLETS AND FEMALE EMPOWERMENT. Our FairChain colleagues spent the entire 2019 harvest in Limu, Ethiopia, opening some 371 new farmer bank accounts. 93 of those bank accounts were for women. The local bank couldn’t believe their eyes! Thanks to these bank accounts, farmers now have ID cards and digital wallets. Fast forward to now, and over 570 farmers have access to digital wallets. Digital wallets are perfectly suited to farmer needs; they provide a reliable banking system that doesn’t-require

paper and gives them direct access to the bank.

They have seen Double Digit growth in Ireland and have some exports abroad but they are most proud of what the fairchain system has achieved in terms of ESG.

Rainforest Alliance. Audited on ISO9001. Certified B Corp

Many sustainable initiatives are difficult or impossible to monitor. Partly for this reason, Moyee has opted for Total transparency. Blockchain is a good tool for this. It gives everyone the opportunity to see everything

Moyee does payments to farmers,who earn what in the chain, etc.

Impact and sustainability are only valuable concepts if they are accompanied by clear objectives and an

Assessment mechanism. Moyee goes beyond storytelling to story proving.

Moyee places a living income for farmers at the centre of ourFairChain Farming Program. Paying the farmers

2 to 3 times more than the typical supermarket coffee helps, but is not enough. Those who claim that paying premiums will fix the future deny the need for a holistic approach in which brands, NGO and governments

Work together on yield and quality increase, digitalization, access to credit, healthcare and education.

Searching for ways to fund our living income interventions, we looked at our marketing budget. Instead of creating TV commercials featuring famous faces to grow our movement, we designed a loyalty program in

which our fans can spend our marketing budget on impact programs of choice. We started with planting coffee trees, but also contribute to other programs like clean water and vaccinations. Each kilo of coffee

contains a 1 token that enables a farmer to buy a coffee plant. These trees will double farmer income, protect the valuable forest and make sure our entire production chain is carbon neutral.

https://moyeecoffee.ie/

The Moyee Impact Report