For too long, coffee meant someone had to lose: the farmer, the drinker, or the planet. That’s why we built a new model that actually works for everyone. Let’s dive in.

HOW DOES THE INDUSTRY WORK?

About $200 billion is earned from coffee worldwide every year. The farmers who grow it see about 8% of that. The rest gets swallowed up along the way by trade houses, middlemen, and coffee giants shopping around for the lowest possible price.

And the unfair part: that price isn't set where the coffee grows. It's set on a commodity exchange in New York, by algorithms and people who never set foot on a coffee farm. So the person doing the hardest work has the least say in what their work is worth.

EVERYBODY LOSES.

Of the 12.5 million coffee farming families worldwide, a shocking 70% live below the poverty line. The planet takes a hit too: when prices for coffee are pushed this low, there's no room to farm sustainably. Forests get cleared, soil gets exhausted and quality gets sacrificed.

And that low quality? Most supermarket coffee is roasted pitch black, not for flavour, but to cover up low-quality beans. Burnt is the great equalizer: everything tastes the same, so nobody asks questions. It's a situation where everybody loses: the farmer, the planet and the drinker.

SO. TIME FOR

A REAL CHANGE.

We're done with the fact that for too long, coffee meant someone had to lose: the farmer, the drinker, or the planet. That's why we built a new model. We buy coffee directly from farmer groups, freshly roast everything ourselves and serve straight to you. One chain, without any unnecessary middlemen. Allowing us to invest in fully regenerative production too.

It's a model where the farmer, the drinker and the planet all win.

SERIOUSLY GOOD FOR FARMERS.

We work together with 13 farmer groups around the world, from Asia to Africa and Latin America. The deal is always the same: no bad middlemen or trade houses. Just a direct partnership between us and farmer groups. That means that we buy coffee directly from them, agree on good prices together, that we come back every year, and commit for the long run.

Our first partnership started in Tanzania, with 27 farmers connected to farmer group CBC. Last year we paid them €7,74 per kilogram. We're happy and proud to share this with you, because we do everything in complete transparency. With every coffee you buy, you can always see exactly how much we paid our partners.

SERIOUSLY GOOD FOR THE PLANET.

Together with our partners, we're working towards fully regenerative coffee production. No monocultures, no chemical pesticides or fertilizers. Instead, farming in harmony with nature, using natural alternatives, actively improving soil health and rebuilding biodiversity.

All of this is essential for a truly sustainable coffee future. Not just for the planet, but for the farmers who depend on it and the coffee you drink. It's something we're committed to, and we're already seeing the results across our partnerships worldwide.

SERIOUSLY GOOD COFFEE FOR YOU.

And it's not only good for farmers and the planet. You also get seriously good coffee: all our coffee is specialty grade, which is the highest quality standard in the industry. On top of that we roast lighter, so you taste more of what the coffee has to offer: funky, expressive flavours you won't find in an average bag of coffee. Think of taste notes like strawberry milkshake, chocolate chip cookies or peach iced tea.

And because specialty coffee tastes best fresh, we ship your coffee within one week of roasting, straight from our own roastery just north of Amsterdam.