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GET MOYEE AT THE AH AND WIN!
Are you a true impact maker and coffee lover? Then you have found your new favorite coffee brand. Check the shelves next time and bring that pink suit!
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Get a pack of Moyee Coffee at Albert Heijn and scan the QR
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WHO ARE WE?
Moyee was not founded to sell coffee, but to radically restructure and reorganize the coffee chain.
Our revolutionary FairChain model has won many awards, but more importantly, it has shown that coffee countries can become independent of development aid, farmers can earn a living income and forests can be preserved.
The FairChain model leaves half of the value in the country of origin and gives you as a coffee lover the very best coffees at a price that is good for everyone in the chain.
In collaboration with Albert Heijn, we are now bringing the FairChain movement to the supermarket near you. With these 2 unique Grand Cru Specialty Coffees, you can easily contribute to a chain where everyone wins.
SPECIALITY COFFEE AT THE ALBERT HEIJN
This coffee is made from the best 5% beans worldwide. With a cupping result of 81, this coffee can rightly be called specialty coffee. Oh, is that so, said who? The Specialty Coffee Assocation (SCA) has developed a protocol that can only be applied by highly regulated Quality Graders. There are few coffee companies in the Netherlands with more Q-graders in their team than Moyee. The cupping results are recorded and entered in Tastify as well as on the blockchain. This way, we ensure that quality is measurable and controllable, instead of remaining a vague concept.
But there is no arguing about taste, so ultimately you decide!
TRIPLE
Medium roast, full-bodied with hints of creamy chocolate.
Espresso
Refined, fruity coffee
OUR Fairchain MODEL
FairChain = Fairtrade 2.0. The coffee farmers not only get a better price for their beans, the beans are also roasted and packaged in the country of origin. It offers young people a proud future with valuable jobs, not dependent on development aid. But we do a lot more. And everything that we do, we do radically transparent. The FairChain blockchain platform gives you control over what you see and allows you to make your own impact. Blockchain can enable companies to move way beyond smoke and mirrors or greenwashing and get real numbers – the data. Moyee goes beyond storytelling to storyproving.
Factories
We leave behind half the value by processing the coffee in the country of origin. This reduces their dependence on development aid.
Farmers
We pay the farmer 20% above the market price, without raising the price for you. In addition, we invest €1.50 per kilo in programmes that lead to a livable income.
Forest
Poverty causes deforestation. Moyee reverses that trend and ensures that it’s coffee production protects forests and that reforestation is being worked on.
Factories
We are not against FairTrade, we are just stepping up our game and prove that we can go much further that they do. With FairChain we try to restore the balance in the coffee chain. Our goal is to reach a 50-50 balance between coffee producing and coffee consuming countries. Quite a hardcore ambition, but we succeeded quite well. More than half of the total value is left in the country of origin.
Almost all coffee countries depend on development aid. By investing in the processing of coffee in the country of origin, valuable jobs are created and we stimulate economic independence.
HOW DO WE DO IT?
The roasting and packaging takes place in Kenya, we sell the coffee and the value is evenly shared. A sustainable and fair collaboration between producers and consumers. By moving these value adding activities in the coffee chain we make sure we can have a positive and radical impact on millions of people.
Farmers
KIAMBU - KENYA
"This smooth, elegant single-estate arabica coffee is picked, roasted AND packaged in Kenya"
By having all these value-adding activities done by our partners in Kenya, we leave 300% more money in this country of origin compared to other major coffee brands!
The coffee was harvested by a small farming community in the Kiambu region of Kenya. At an altitude of 1,635m, this coffee grows nicely between the guava and banana trees. Quiet, not too fast, so that the real flavours of this micro-climate settle to the core of the coffee bean.
The coffee berries are hand-picked at their ripest moment. You’ll taste this in the bean! They are then washed and sun-dried at the Mbumi Coffee Mill. Our head-roaster Jose Mollura has coached Kenyan roaster Peter Muhaki to slowly roast our coffee into a city+ roast that makes you drink the tastiest, sweet and fruity Kenyan flavours in your coffee.
Forests
Every year, 6.5 million hectares of natural forest disappears worldwide, equivalent to 17 football pitches per minute. In coffee countries such as Ethiopia and Kenya, trees are either cut down because coffee pays too little or because there is no money to manage the forest properly. With our 1 million tree revolution we are reversing this trend. Together with you we are going to plant coffee trees in Ethiopia.
With the Moyee tree planting project, not only do more trees remain, providing more CO2, but farmers also get these trees to work on a living income. 12 million farmers live below the poverty level. Madness. With our coffee tree planting program we are taking the next step to change that. Are you in?
PLANT A TREE
In each pack of Moyee in the Albert Heijn there is a code
Scan this code and choose an impact program
See you impact growing on your impact dashboard!
