Help us protect the 2020 Coffee Harvest

By Shane Reilly

The current crisis has presented every business with challenges and the coffee industry is certainly no exception.

The added element with coffee is that we’re not just trying to protect jobs and livelihoods here in Ireland but a chain of thousands, most of whom are in the global south with no safety net. As an impact-driven company, that means all of us in Moyee Coffee are focused first and foremost on protecting the coffee farmers and roasters we work with in Ethiopia and Kenya. And that’s why we’ve launched our #ProtectTheChain campaign.

Pivot from ‘Coffee at Work’ to Direct to Consumer

Along with our partners in Amsterdam, we’d planned to order thousands of kilos of FairChain coffee for tech companies, co-working spaces and catering companies in Ireland and the Netherlands.

This has meant the mother of all pivots to get containers of impact coffee destined for your morning cup at work to home consumers inste

The response has been incredible so far. You already shared hundreds of kilos of coffee with your friends and family as part of our Buy One Gift One campaign and helped us donate the equivalent of 10,000 cups of coffee to frontline health workers in Ireland.

But here’s why it’s so important for the coffee chain to hold and the 2020 harvest be protected:

We need a Living Income for Coffee Farmers

The most vulnerable part of the coffee chain during the current crisis are the coffee farmers we work with in rural Ethiopia. A coffee farmer typically earns less than €400 per year in Ethiopia. We pay a 20% premium on all the crop, however, that’s still not nearly enough!

A Living Income roadmap for farmers we have mapped out with the FairChain Foundation shows we need to get those farmers to about €1000 per year.

The next coffee harvest in Ethiopia starts at the the end of November – we simply can’t go backwards in our mission of a living income for farmers.

We need to maintain orders from our FairChain Roastery

A key part of our FairChain mission is to roast big impact coffee at origin in Ethiopia and Kenya.

We need to keep ordering coffee to protect livelihoods and to continue sending 300% more value back with each coffee bag sold.

Help Us #ProtectTheChain

• At Work: Join our #ProtectTheChain campaign – we’ve sent Big Impact Care Packages of coffee, tea and chocolate out to the employees of several companies recently. Send a bit of solidarity and show your team how you’re working to protect the coffee chain – drop us a line.
• At Home: As part of the campaign on moyeecoffee.ie when you buy 2KG coffee, you get 1KG free. You can keep this all for yourself to enjoy while working from home or share with a friend who’d really appreciate it! Psst – we wanted to keep the donations to frontline workers going so you can now add a Donation Bag to your cart to show your support.

Each bag of impact coffee we sell will help us maintain our original orders for the 2020 coffee harvest and keep our impact work going. Thanks for all your support to date in helping to #MakeEverySipCount!

About Moyee Coffee’s Shane Reilly
Shane has a background in social enterprise working with tech non-profit FoodCloud, as well as experience working in political campaigning and communication roles. He brought Moyee Coffee to Ireland with co-founder Killian Stokes in late 2016. Read more about Moyee Coffee here. 

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