Axa Impact Makers | Moyee Digital (b2c)

HELLO AXA PEOPLE!

GREAT THAT YOU’RE DRINKING THIS COFFEE AT WORK!

“You’ve enjoyed our coffee at work, and now you have the unique opportunity to bring it home with you. We created this page especially for you, so you can learn more about your favourite drink at the office.

But that’s not all! Something special and exclusive is waiting for you. So don’t wait—scroll down and discover the positive impact you make every day with your coffee!”

REACH FOR THE STARS

With FairChain, we are reinventing the coffee supply and value chain and correcting its inequalities. Roasting and packaging are moved to Ethiopia and Kenya. We sell the coffee in Europe, and the profits generated are shared equally.

This creates a sustainable and fair partnership between producers and consumers, exactly as it should be. By moving value-adding processes within the coffee supply chain to the countries of origin, we ensure that we can create a positive and radical impact for millions of people.

With every sip of Moyee, we move one step closer to a more balanced and fair coffee supply and value chain.

We are proud to present your impact figures below. Every sip counts.

Impact dashboard with data up to the end of January 2026.

42.400KG

COFFEE BEANS ARE GIVEN A NEW PURPOSE

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We did the maths. This figure represents the total amount of Moyee coffee consumed by all AXA employees so far. Amazing!

But why does this matter? Because most of the profit in coffee is usually created during the value-adding stages. Traditionally, only the green coffee beans are exported and the roasting takes place in the consuming country, where most of the profit is then generated.

By moving value-adding activities such as production and roasting to the countries of origin, Moyee helps producers earn a higher income. By drinking Moyee Coffee, you have helped ensure that the added value is shared equally between Africa and us: a 50/50 partnership.

For comparison, when coffee beans are roasted in Western countries, only around 10% of the coffee’s value remains in the country of origin.

€382.450

INVESTED IN THE COUNTRY OF ORIGIN

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It’s one of our best-kept secrets, but soon we’ll be sharing it much more openly: the coffee you drink actually absorbs more CO₂ than it produces.

Sounds too good to be true? It isn’t. Every kilogram of your coffee results in a positive CO₂ balance of 16.24 kilograms.

So keep drinking Moyee and join us in the fight against climate change.

529

HELPING FARMING FAMILIES EARN A LIVING INCOME

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Everything we do is based on facts and figures. Our goal? Nothing less than a living income for local farmers.

Based on our benchmark study, the required contribution was determined to help farmers earn a living income. This means you are helping lift farmers and their families out of poverty—and that is truly incredible.

We focus our impact programmes on coffee farmers living in extreme poverty. In our Impact Report, you can read how we work together with the FairChain Foundation to invest in education, digitalisation, healthcare, access to credit, and many other important local projects.

688.579KG

CO2 SURPLUS

MORE INFO

It is one of our best-kept secrets, but we will soon be talking about it much more openly. The coffee you drink actually absorbs more CO₂ than it produces.

Sounds too good to be true? It isn’t. Every kilogram of your coffee creates a CO₂ surplus of 16.24 kilograms.

So keep drinking Moyee and join us in the fight against climate change.

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DISCOUNT OR TREE?

Anything is possible. Choose one of our offers—we think you’re great, whichever option you pick! Use one of the codes in your shopping cart.

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WHAT IS THE PROBLEM?

Currently, 90% of the money generated by coffee ends up in the pockets of a small number of large multinational companies—we call them Big Coffee.

This means that farmers receive only 10% of the revenue generated by the enormous coffee industry. In reality, they earn even less, because this figure does not account for costs. Only around 2% is actual profit.

There is no justification for this imbalance. That is why we founded Moyee!

"IT IS TIME FOR COUNTRIES LIKE ETHIOPIA TO CLAIM THEIR RIGHTFUL PLACE AS EQUAL PARTNERS IN THE COFFEE SUPPLY CHAIN. AFTER ALL, IT IS THEIR COFFEE!“

- GUIDO VAN STAVEREN VAN DIJK, FOUNDER OF MOYEE COFFEE

WE PAY

LIVING INCOME

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MIZAN: ETHIOPIA

38,65 BIRR

Mizan Farm in southwest Ethiopia spans 247 hectares. Here we are experimenting with some of the most ambitious agroforestry projects on the planet together with our partners. The goal is to radically enhance productivity without sacrificing an ounce of sustainability. By integrating coffee with native trees and various crops, Mizan Farm already sequesters 16+ tons of carbon annually (the equivalent to 10 return flights Amsterdam - New York).

Our agroforestry model boosts farmer incomes, promotes biodiversity and supports reforestation, contributing significantly to climate action. Our 10-person management team at Mizan oversees 100+ farmers. Moyee is fully committed to paying these farmers above the Living Income Reference Price (LIRP), ensuring they can cover basic needs and invest in their futures. While this helps improve livelihoods and financial stability, we go even further by offering better-than-fair prices to break the cycle of poverty and build sustainable futures for their families.

KERICHO: KENYA

78,12 KSH

In the vibrant region of Kericho, Kenya, we are partnering closely with 150+ smallholder farmers on the western shores of Lake Victoria. Kericho is prime coffee-growing real estate and produces some of the world’s finest beans, ideal conditions to introduce FairChain programs that ensure farmers earn their fair share of the value of the coffee they produce. By working with local coffee cooperations like Kimologit, Kapluso, Koilsir and Tuiyabei to introduce more sustainable farming methods like biocomposting, we are laying the foundation to a better future, one bean at a time.

LIMU: ETHIOPIA

40,52 BIRR

While our Mizan Farm is a vertically integrated laboratory for the future of coffee, in Limmu we are working with hundreds of farmers and more than a thousand suppliers to introduce more sustainable farming methods that lead directly to more profitable farmers. Geographically, Limmu is a well-known and well-established high-altitude coffee growing region whose beans demand almost double the price paid in other regions than in Ethiopia. The challenge, however, is that farming plots are smaller (<1ha) than in other regions. Herein lies the challenge - increasing yields through sustainable farming methods to create more profitable farmers.

MT ELGON: UGANDA

14,335 USH

In 2020 we brought our FairChain revolution to Uganda by partnering with the Mt. Elgon Agroforestry Communitites Cooperative Enterprise (MEACCE), an established coop that comprises nearly 3,282 smallholder farmers focused on producing organic coffee. Situated in the rich, lush Mount Elgon region, the largest volcanic base in the world, the coffee here is grown at 2,000 meters. We have since extended our partnership to local Uganda traders Kawacom ad Zombo. This is only just the beginning.

FARMERS

Moyee moves beyond "fair" by calculating and paying the actual price farmers need to earn a living income. We conducted detailed studies in every region where our farmers live to define what that income should be—no guesswork, just data. This ensures farmers aren’t just surviving—they’re thriving.

WE ROAST AT ORIGIN

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ROASTERY: KENYA

In 2020, we brought our FairChain revolution to Kenya with the unveiling of a state-of-the-art coffee roastery. Located near the many farms where our coffee is grown, the facility now roasts over 100,000kg of FairChain coffee annually. Of course, this isn’t just about great coffee - it’s about roasting at origin and leaving behind more profit in Kenya for more jobs, more opportunity, better schools, better infrastructure. This is FairChain in action: real impact, real jobs and premium coffee at accessible prices.

ROASTERY: ETHIOPIA

We kicked off our FairChain revolution in 2012 by building a state-of-the-art roasting facility in Ethiopia. At the time, we weren’t thinking about becoming a big coffee brand; we were only interested in turning coffee into a catalyst for positive change. Roasting at origin was - and still is - the foundation of our FairChain philosophy and the engine of our impact. By roasting coffee where it is grown, we are empowering coffee-growing countries to reclaim their rightful position as equal partners in the global coffee chain. We now roast 50,000kg each year at our ISO-certified facility in Addis Ababa. We also use this roastery as a laboratory for educating a new generation of Ethiopian entrepreneurs, baristas and female leadership.

FACTORIES

Fairchain coffee, it’s all in the name. Fair for farmers, fair for the planet. A whopping 90% of the value of every cup of coffee disappears into the pockets of profit-obsessed multinationals. In contrast, Fairchain splits the value 50/50 with local coffee growing communities. That means more opportunity, better infrastructure, premium coffee. We’ve spent the last 12 years perfecting this approach and it's now time to massively scale up and introduce FairChain to the world..

WE PROTECT FORESTS

(AND MASSIVELY PLANT THEM)

SWIPE TO SEE OUR FOREST COFFEE >

TREE PLANTING

Forest protection, massive reforestation and carbon sequestration are essential to the FairChain philosophy and the future of coffee. Over the past five years we have introduced aggressive tree-planting programs in both Mizan and Limmu as part of our broader sustainability efforts. To date, we have reforested hectares in the heart of coffee-growing Ethiopia, contributing significantly to environmental restoration. In terms of carbon reduction, our tree-planting campaigns and agroforestry efforts absorb around 2,770 tons of CO2 annually (roughly the equivalent of energy required to power around 1,750 homes). This holistic approach not only revitalizes the forest coffee ecosystem but also helps improve biodiversity while increasing coffee yields for local farmers.

SEQUESTRATION

On our Mizan Farm in Ethiopia, we have embarked on a radically ambitious carbon sequestration program designed to absorb more than it emits. Because the Mizan Farm is our own vertically integrated laboratory, we can introduce carbon storage and biodiversity initiatives here that would be politically and logistically impossible elsewhere. Some of the most important programs involve reintroducing forest coffee systems that are in sync with traditional Ethiopian agroforestry practices, which clears only the forest floor while keeping the primary canopy in act. Great for wildlife and incredible for carbon sequestration and storage.

BIOCOMPOST

In 2022, we introduced a biocomposting program designed to wholesale replace the use of synthetic fertilizers. Biocomposting has the double beneficial effect of enhancing the organic carbon levels and reducing the soil’s need for chemical inputs. Through biocompositing we can sequester an extra 100+ tons of carbon annually (equivalent to 3,100-4,600 trees). In total, we have produced 403,200 kilograms of biocompost to date. The program contributes to carbon reduction, but also enhances sustainability and provides jobs. Today, our biocompost station supports 10 full-time jobs. In fact, it is such a success that other farming coops in the region are using it as the blueprint for their own biocomposting efforts.

DEFORESTATION FREE

Moyee Coffee is proud to be 100% deforestation-free, fully aligning with the European Union’s Deforestation Regulation (EUDR). This regulation mandates that companies ensure their products do not contribute to deforestation, a crucial step in the global fight against environmental degradation. Moyee’s commitment to sustainable coffee production means all coffee is sourced from farms that protect forest ecosystems, ensuring no deforestation occurs throughout its supply chain. By adhering to these strict guidelines, Moyee has positioned ourselves on the frontline of ethical coffee production, supporting both people and the planet.

FORESTS

Forests are vital for coffee and climate. Moyee helps farmers protect and restore them through agroforestry, carbon capture and sustainable land use. At the core is our 240-hectare farm in Ethiopia, where we’re building the coffee farm of the future.

We grow real forest coffee in biodiverse soil, run agroforestry trials and work with local communities to scale forest-friendly farming. Last year we planted 40,000 coffee trees—this year we’ll plant even more (on average, one tree can absorb 25 kg of carbon). Our goal? To boost farmer income while protecting Mother Nature.

RADICALLY GOOD QUALITY, RADICAL IMPACT

100% SPECIALTY COFFEE, 100% ARABICA.

We want to offer the very best beans for everyday drinking. That is why we source outstanding coffee beans from Ethiopia, Kenya, and soon Colombia.

With cupping scores above 80, our coffees qualify as 100% specialty coffee. Moyee coffee is hand-picked, slowly dried, and carefully roasted to perfection—while also being climate-friendly.

CONVINCED?

GET YOUR COFFEE AND PLANT A TREE

HELLO AXA PEOPLE!

GREAT THAT YOU’RE DRINKING THIS COFFEE AT WORK!

REACH FOR THE STARS

42.400KG

COFFEE BEANS ARE GIVEN A NEW PURPOSE

MORE INFO

€382.450​

INVESTED IN THE COUNTRY OF ORIGIN

MORE INFO

529

HELPING FARMING FAMILIES EARN A LIVING INCOME​

MORE INFO

688.579KG

CO2 SURPLUS

MORE INFO

TRANSPARENCY WHEEL AXA TRIPLE

TRANSPARENCY WHEEL AXA TRIPLE

DISCOUNT OR TREE?

I WANT 15% OFF:

AXARABATT

I PLANT A TREE:

AXABAUM

SINGLE

S​​​​​​​​E​​L​​ECT

DOUBLE

SELEC​​​​T

TRIPLE

DARK

WHAT IS THE PROBLEM?

"IT IS TIME FOR COUNTRIES LIKE ETHIOPIA TO CLAIM THEIR RIGHTFUL PLACE AS EQUAL PARTNERS IN THE COFFEE SUPPLY CHAIN. AFTER ALL, IT IS THEIR COFFEE!“

​

- GUIDO VAN STAVEREN VAN DIJK, FOUNDER OF MOYEE COFFEE

WE PAY

LIVING INCOME

SWIPE TO MEET OUR COMMUNITIES >

MIZAN: ETHIOPIA

38,65 BIRR

KERICHO: KENYA

78,12 KSH

LIMU: ETHIOPIA

40,52 BIRR

MT ELGON: UGANDA

14,335 USH

FARMERS​

WE ROAST AT ORIGIN

SWIPE FOR OUR ROASTERIES >

ROASTERY: KENYA

ROASTERY: ETHIOPIA

FACTORIES​

WE PROTECT FORESTS

(AND MASSIVELY PLANT THEM)

SWIPE TO SEE OUR FOREST COFFEE >

TREE PLANTING

SEQUESTRATION

BIOCOMPOST

DEFORESTATION FREE

FORESTS​

RADICALLY GOOD QUALITY, RADICAL IMPACT

CONVINCED?

TEAM MOYEE

€382.450

HELPING FARMING FAMILIES EARN A LIVING INCOME

SELECT

SELECT

FARMERS

FACTORIES

FORESTS