A handful of coffee giants determine the price of coffee as well as the quality and taste.  Coffee giants win and everyone else loses: the coffee farmer, the planet and coffee lovers. In other words: Bad Coffee. Let's explain.

WHAT'S THE
SITUATION?

About 200 billion US Dollars is earned from coffee worldwide every year, about 8% of which is income of coffee farmers. The price of coffee is determined on the commodity exchange in New York and is heavily influenced by the coffee giants who shop around and buy their beans for the lowest price possible, working through big trade houses and middlemen.

FARMERS ARE
F*ED

12.5 million coffee farmers worldwide sell their coffee mostly to local middle men and representatives of big trade houses. They have hardly any market information and no control over the price. Over 80% of these farmers own on average less than 5 hectares of farmland, making it very difficult for them to make ends meet. Their struggles unfold against a backdrop of increasing climate change effects and ecological degradation in all coffee producing countries

THIS MEANS
BAD COFFEE.

Bad coffee in different ways. The coffee giants make hardly any distinction between the coffee beans they source from around the world. High quality or low quality beans, ripe or unripe beans: it is all lumped together and then roasted to pieces. That's a shame because coffee can be so exciting and diverse. Instead of burned, bitter and boring.

AND THE PLANET
IS SUFFERING.

So, because coffee farmers barely earn enough to make a living, you can hardly expect them to put time, effort and money into taking care of nature. Neither can they put enough effort into bracing themselves for the effects of climate change. As a result, harvests fail, soils are depleted, forests disappear and animal and plant species become extinct.

SO WE SAY POWER
TO THE FARMER.

Wakuli is derived from wakulima: farmers in Swahili. Because it all starts with the coffee farmers. They should be rewarded for the quality they deliver. So that they can make a good living from their coffee and make their business future-proof. Farmers should have access to market information and be able to invest in their business. In short our goal: independent, profitable and future-proof coffee farmers 

More on our pricing strategy and our approach to quality
MORE LOVE FOR
THE PLANET

We start where your coffee begins. Literally at the roots. Wakuli works together with partners to make coffee production a good thing. Contributing to soil & biodiversity improvement and combating carbon emissions and the effects of climate change. That’s what is called regenerative coffee.

We are fully committed to regenerative coffee production and we won't stop until all of our coffee is regenerative. And because time is of the essence we aim to have this done by 2028.

More about our future-proof goals
AND MORE FUNK
IN YOUR CUP

When all of this works out, you get to benefit as well! As we explained it all starts with the farmer who has by far the biggest influence on the quality of your cup. The “only” thing a roaster has to do with the coffee, is bring out all the potential flavors. And importantly, bring it to you fresh, ground and roasted for your brewing method. After that, it's up to you to brew it and to turn it into a truly great cup of coffee.

OUR 4 PRIORITIES:

Direct Relationships

1

We don't shop around. It doesn’t matter if you love one of our blends, our pods or if you get a different Discover Monthly each month, all of these coffees are from long-standing partnerships.

1

Direct Relationships

We don't shop around. It doesn’t matter if you love one of our blends, our pods or if you get a different Discover Monthly each month, all of these coffees are from long-standing partnerships.

Only Top Quality

2

We are actively involved in quality improvement with all our sourcing partners. Because quality is the way out for farmers. And you get to drink amazing coffee!

2

Only Top Quality

We are actively involved in quality improvement with all our sourcing partners. Because quality is the way out for farmers. And you get to drink amazing coffee!

A Really Good Price

3

We pay farmers way above the commodity market price and better than other specialty coffee buyers. Year after year.

3

A Really Good Price

We pay farmers way above the commodity market price and better than other specialty coffee buyers. Year after year.

Futureproof coffee

4

We work together with partners to make coffee production futureproof. Improving soil & biodiversity and combating carbon emissions and the effects of climate change.

4

Futureproof coffee

We work together with partners to make coffee production futureproof. Improving soil & biodiversity and combating carbon emissions and the effects of climate change.