Describe the company – the elevator pitch …
Moyee is all about making radically good coffee with radical impact. By roasting our coffee in Ethiopia, we ensure more of the value of coffee stays in the hands of those who contribute most to coffee production.
We’re currently supplying offices in Dublin and just started our journey into retail sales and online coffee subscriptions before Christmas.
— Moyee Coffee Ireland (@MoyeeCoffeeIRL) January 17, 2017
How are you different?
We’re a start up social enterprise trying to turn the coffee industry on its head!
Our forest-grown, speciality coffee is produced from bean-to-bag in Ethiopia so it supports five times as many jobs as fair trade. We call this FairChain.
FairChain is based on the principles of shared value, trade over aid and transparency.
At the same time, we’re all about quality not charity. Our coffee beans are amongst the finest in the world, ranking in the top 15% of all beans on the planet.
We always start our pitches to companies with the taste of our coffee first and then explain the social impact it has. It is great that the product can hold its own on flavour before having to even go into how we’re different.
— Moyee Coffee Ireland (@MoyeeCoffeeIRL) January 21, 2017
Where are you based?
We’re located in the Liffey Trust Centre in Dublin 1, beside the 3Arena.
It’s an eclectic mix of start ups, food businesses, NGOs and tech companies and has been a great launchpad for us in terms of meeting the companies we need to be talking to.
When was the company launched?
Moyee launched last summer in Dublin so we’re still in our first year of operations here.
What have been your biggest wins to date?
FoodCloud was a great first customer for us because, first of all, they’re another social enterprise and got what we’re trying to achieve but also because they took a chance on us and haven’t looked back since. We’re now supplying Groupon’s head office and tech upstarts Social Talent which were big initial wins for us.
What type of people (market segment) are you trying to attract to your product?
Our main market segment is B2B – supplying companies with speciality coffee at work. Tech companies in particular are big on improving the quality of coffee in the workplace and like to source from ethical suppliers. They’re a real focus for us as a result.
We have a great partnership with Jura, who provide the best quality bean-to-cup coffee machines on the market so we can approach potential B2B customers with a full coffee solution for their office. We also provide solutions for smaller offices with the likes of Chemex brew kits proving to be very popular.
Tell us about your team?
Moyee is made up of Shane Reilly and Killian Stokes.
We met at the UCD Innovation Academy as part of the Postgraduate course in Innovation, Entrepreneurship and Enterprise early last year. We had both been looking at ideas around coffee and social enterprise and decided to put our heads together
Shane has a background in communications, not-for-profit and social enterprise while Killian has 10-year’s experience in the development sector and also in corporate fundraising. Killian first came across Moyee Coffee in Ethiopia in 2015 while he was sourcing coffee for Bean Tribe – a monthly coffee subscription service for African coffee and chocolate.
We’re the first international partners of Moyee – which was set up by a Dutch social entrepreneur 4 years ago in cooperation with an Ethiopian partner. There is a team of 48 people who look after the roasting, packaging and quality control in Addis Ababa, while the head roaster and team of about 30 people manage sales and marketing in Amsterdam.
So while it’s very much a startup mentality for us in Dublin it is great to have a proven blueprint from Amsterdam in terms of their own growth and their support in rolling out FairChain coffee to a new market.
What are you long term plans for your product / company?
We’re part of a wider FairChain movement and very much want to change the coffee industry for the better in Ireland and the UK.
We’re aiming to build up our main business in Ireland and the UK in B2B sales but we also have plans to bring Moyee Coffee to a wider retail market and have a café home in Dublin in the near future.
Ethiopia is just a starting point for roasting coffee at origin, so we’re very excited to contribute to plans to roast coffee in Colombia, Kenya and Nicaragua in the future.
What are your favourite tech gadgets?
At the moment, I’m a big fan of the Bamboo app that let you pre-order coffee on the way to café and add loyalty points directly. I came across similar apps in Sydney a year or two ago and loved the idea right away!
I’ve also got a very geeky Brewista gooseneck kettle at home that I can set to start boiling at a certain time each morning. Simple and life-changing all at the same time!
— Moyee Coffee Ireland (@MoyeeCoffeeIRL) January 18, 2017
What tech gadgets do you wish you could use to help you?
Drone deliveries of bags of coffee, maybe? Hurry up, Amazon.
I think there’s definitely scope to integrate more tech into coffee at work solutions too. Ordering your coffee before you get to the machine at work on an app? Building in videos which show the impact of the cup of coffee you’re drinking? These would definitely add value to FairChain story we’re trying to tell.
Anything else you’d like to add/we should have asked?
As well as long term goals, we’ve also got ambitious short-term plans to build the business in Ireland. We’ve applied for Dragon’s Den as we believe a local Irish investor would add great value, particularly as we look to expand into retail and café markets.
How do people get in touch with you?