We don't make claims easily! "Sustainability", "impact", "change", require the brightest minds, the biggest sacrifices and the most inspiring leaders. While working on the transformation of the coffee chain, we ourselves are also transforming. We learn, mature, and get more humbled by the challenges ahead.

As an approach, we employ systems thinking: identifying interactions in systems and leveraging them as a force of good.

As methods, we form and lead partnerships at multiple levels: the coffee chain, landscape- and national-levels, to create and implement one vision, theory of change and measurement plan.  

We coordinate a single platform for all partners to enable a clear understanding of who has the power and who generates the value. In line with the UN's Food System Transformation Guide, our platform serves as an initiative that is bankable and market ready. We sell coffee and aim to become Africa's largest coffee shop chain.

Each actor works towards the vision. You as customer fund the work organically, by paying for a specialty coffee experience. Others add key services as public sector enablers or private sector service providers.

Beneficiaries are always the most vulnerable: farm workers and farm owners, their families and communities, as well as the people along the chain who have historically been invisible.

We track outputs, outcomes and interconnections, related to equitable value and power distributions, behavior change, good practices, satisfaction and development.

Progress towards our vision and system improvements are translated into indicators which can be easily communicated to workers, farmers and customers:

- number & percentage of workers who earn living wages

- number & percentage of farmers who earn living incomes

- youth's satisfaction with a rural, farming lifestyle and ambitions for the future

- value distribution between key players

- contributions of the coffee sector towards communities, landscapes and national development targets