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Life is Unfair: Moyee Celebrates First-ever Impact Report by Throwing a Block Party

Three years after introducing FairChain coffee to the world, this week we published our first annual ‘impact’ report. Provocatively titled Life is Unfair, the report doesn’t just recount our victories, but relishes our failures, too!  “Had we been a little bit less idealistic and naïve about challenging the coffee industry’s unfair ways, there would be no FairChain coffee today,” founder Guido van Staveren candidly reports. To celebrate the report, we threw a block party. 

Unlike most annual reports, Moyee’s Life is Unfair combines financial facts and future roadmaps with very short stories, playful imagery and uncompromised self-reflection.

“We have achieved a lot in a short amount of time, so much so that investors are lining up to help take FairChain global,” adds Van Staveren. “But quite honestly, we truly hoped FairChain would be more of a household word – and in more Dutch households – than we are today.”

While the report is full of battles with Ethiopian coffee policy, European trade blocks and local transparency, Life is Unfair is also a celebration of our major victories in 2015. Last year we officially opened what is arguably the highest tech roaster in Africa and became the first coffee company in Ethiopia to earn its ISO certification. In Amsterdam, we continue to make inroads in cafes and supermarkets. We even joined forces with e-transport company BubblePost for green urban coffee delivery.

We’ll talk more about our report in the coming weeks and months, because there is a lot to talk about. But if you have any questions or want to get your hands on one, contact liz@moyeecoffee.com

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Moyee Unveils Château Moyee Pop-Up Cafe in Amsterdam’s Jordaan Neighborhood

 

Today Moyee unveils our first-ever pop-up cafe in the cool Amsterdam’s Jordaan neighborhood on the popular Westerstraat (right off the Noorderkerk). Called Chateau Moyee, the café is most of all to be an accessible test lab for our new limited-edition Ethiopian roasts and our brand-new nitrogen cold brew coffee.

Located underneath the food lab SLA Amsterdam, Chateau Moyee will be open only for just 6 weeks – until the end of July. The Spartan location has been stripped down to just the essentials: a coffee bar with a single espresso machine and two nitrogen cold brew coffee taps. The wall art was created by Charlotte Köhler Prize-winning Dutch photographer Jan Hoek, who recently visited our Ethiopian coffee plantations and roaster. Hoek is currently enjoying a solo exhibition at the Stedelijk Schiedam; our café is the only other place to see his provocative images.

“Every say we’ll pour limited-edition coffees for neighborhood locals,” says Moyee founder Guido Van Staveren. “Limu, Jimma, Sidamo and Yirgacheffe. Espresso, but also filter coffee and of course nitrogen cold brew coffee.”

With its recent takeover of Le Froid, Moyee is now a serious player in the growing cold brew coffee market. At this point, Moyee is now the only brand experimenting with nitrogen cold brew.

Van Staveren: “No one knows how to drink this yet, it is entirely new. So we want to experiment with various types of milk, with honey and sugar, we’ll even play with shaved and cubed ice. Basically, people can order their cold brew any way they want – Chateau Moyee is there for us to learn.”

Chateau Moyee is Moyee’s first step into branded cafes. For six weeks you can sip limited edition coffees roasted for the occasion in Amsterdam by Moyee’s master roaster Jose. Drink in or order to-go.

 

For more information about Château Moyee, contact Liz Seuren at liz@moyeecoffee.com.

 

Château Moyee

Westerstraat 70, Amsterdam

Open during office hours or whenever the lights are on.

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Introducing the Faces of FairChain #1: Ahadu aka 'the big boss'

Screen Shot 2016-06-28 at 14.52.33Provocative Dutch photographer Jan Hoek visited Ethiopia to document FairChain dreams. This week: Ahadu. Ahadu is our CEO in Ethiopia. We don’t know if he calls himself this or if Jan just thought it was funny to nickname him, but apparently he’s also known as ‘the big boss’. Not bad for a 42-year entrepreneur.

In any case, this is Ahadu’s quote for the ages:

“I want more Ethiopian global leaders that are sophisticated and inspiring and can influence on the highest international level. I want more leaders like me!”

If you missed our announcement about collaboration with Jan Hoek as our ‘visual ombudsman’ — Jan snapshots things as they are, even when they might not be all that positive for us — read the press release on this blog @ https://blog.moyeecoffee.com/press-release-jan-hoek

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Bad things happen to good people: Life is so unfair!

Screen Shot 2016-07-26 at 13.50.03Earlier this month we unveiled our latest in a series of funny-lovey ‘Life is Unfair’ campaigns. Created by the creative cats at 180 Amsterdam, our goal is to drive home the fact that while life will never be completely fair, Moyee coffee is fairer than that. We’re trying, and succeeding; and trying, and succeeding.

Here’e the story behind this very short video ‘Bad Things Good People’: Sometimes bad things happen to sweet old ladies that donate all of their savings to charity. Karma doesn’t exist. This is unfair. But Moyee FairChain Coffee is fairer than that. It leaves 50% more of its proceeds in the hands of local coffee growers. And it’s delicious.

Enjoy!

 

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Leve de FairChain revolutie! Moyee zoekt Marketing Operations Officer

Leve de revolutie!

We zetten de koffiewereld op zijn kop en daar kun jij deel van gaan uitmaken.

Voor ons Amsterdams sterrenteam zijn wij op zoek naar versterking in de rol van Marketing Operations Officer

Een dag uit het leven van…

Je bent end-to-end verantwoordelijk voor de excellente executie van de marketing strategie. Op maandagochtend zit je in overleg met het design, PR, community en events team om de stories van deze week te verdelen. Een mega grote contentkalender to gevolg. Jij zorgt dat iedereen aan het werk kan met een fijne briefing. De rest van de week stalk je dit team, zodat alles op tijd af is. Je zorgt dat alle middelen goed gedocumenteerd worden en schaaft bij op onze playfully provocative tone-of-voice. Gelukkig kan je zelf ook nog een gedichtje schrijven voor op social media of in een persbericht. Voor het wildplakken en het volgende Geeky Coffee event bestel je de hele mikmak bij de drukker, altijd tegen de beste prijs.Nadat alles de alles de deur uit is, ga jij niet op je lauweren rusten, maar duik je meteen in de insights. Welke post of tweet heeft onze doelgroep in het hart geraakt; daar moeten we er meer van hebben! Jouw leidinggevende, de Marketing Manager,wordt gek van al jouw creative brand- en productmanagement ideeen. Immers, je bent counter partner van de Marketing Manager wanneer het om de marketing strategie gaat.

Jouw eigenschappen

Persoonlijkheid:

  Je gaat voor perfectie, een beetje autisme op dat vlak is toegestaan.

  Je bent proactief en wilt alles net effies beter dan de vorige keer doen.

  Je bent zo stressbestendig en flexibel dat je zelf het hoofd koel houd als de nieuwe stagiair de gehele marketing map heeft gedeleted (oops).

  Je bent een vaandeldrager, motivator en coach voor het team Design,

Events, Community Management.

Kennis:

  Je bent een project manager pur sang (scope, planning, kosten, alles)

  Jij hebt HBO werk- en denk niveau in de richting marketing communicatie. Heb je dat niet, dan zul je vast een goed verhaal hebben wat je dan wel in huis hebt.

  Je hebt een creatieve pen en bij voorkeur kennis van Indesign en Photoshop.

  Je bent bekend met alle kanalen van de marketing pijlers, on- en offline, it’s all in the mix.

  We vinden het fijn als je al hebt kunnen proeven aan het leidinggeven.

Wat bieden we je?

1) Hands on ervaring en de mogelijkheid mee te groeien met the First FairChain Coffee Company.

2) Werken in extreem inspirerende omgeving. Samen veroveren we de koffie wereld.

3) Een salaris dat past bij een start-up.

4) En ja: de hele dag radicaal goede koffie.

5) Vrijheid om je eigen ideeën te ontplooien.

En nu?

Mail je CV, motivatiebrief, je video of je zelfgebakken taart als de wiedeweerga voor 27 juni naar anne@moyeecoffee.com 

Of kom gewoon ff langs op kantoor. Toe maar…

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Nederlandse handelsdelegatie bezoekt Moyee Coffee in Addis Ababa

Afgelopen week liep er een horde oranje lintjes door de straten van Addis Ababa. Een Nederlandse handelsdelegatie van 30 man, kwam voor een week kijken of Ethiopië voor hen een interessant land is om hun business op te starten. Op 20 bedrijfsbezoeken zagen zij hoe andere Nederlandse bedrijven ondernemen in Ethiopië. Volgens de Nederlandse Ambassade en Buitenlandse Zaken, de organisatoren, richt de missie zich op MVO, duurzame groei, kennis opbouwen en investeren in en met lokale ondernemers.” MVO? Duurzame groei? Kennis opbouwen? Precies de impact die Moyee Coffee wil maken. En dus kwam de handelsmissie ook bij onze fabriek in Addis Ababa.

“Inspiratie wordt ook opgedaan via diverse bezoeken, zoals aan Moyee Coffee, een bedrijf dat met FairChain koffie zorg draagt voor vooruitgang, MVO en een duurzame productie binnen de lokale kaders.”

Op dinsdagochtend kon iedereen recht uit het vliegtuig wakker worden met een stevig bakje Moyee Coffee. Ahadu, de CEO van Moyee in Ethiopië, legde uit wat FairChain in de praktijk betekent. Gevolgd door een Tour door de fabriek door Benn, de productie manager, en een cupping sessie door Ashanfi, Q grader. Er ontstond enorm veel energie in de delegatie en er kwamen veel oprechte vragen over ondernemen in Addis Ababa.

Op vrijdag was er de eerste Dutch Business Day, waar alle Nederlandse ondernemers samen met Ethiopische counterparts zich presenteerden. De Nederlandse Ambassadeur, Lidi Remmelzwaal,  vertelde: “In Ethiopië zijn door toedoen van het Nederlandse bedrijfsleven al 60.000 tot 70.000 directe banen gecreëerd, die zelf weer een veelvoud aan indirecte werkgelegenheid scheppen.  Daarnaast wordt door de overdracht van kennis en technologie lokale capaciteit opgebouwd en is de kwaliteit en kwantiteit van producten toegenomen.”

Wij hebben tijdens de Dutch Business Day ook weer genoeg contacten gelegd. Die door Moyee Coffee in te kopen direct bijdragen aan onze economische impact in Ethiopië. En ook trainingspartners, constructiebedrijven voor uitbreiding van onze fabriek en meer, met die we samen gaan zorgen voor nog meer impact en sociaal ondernemen. Leve Ethiopië, leve de revolutie!

 

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This Free Coffee Voucher is as Unfair as Life Itself

 

 

 

 

This one is for the guys and gals strolling through this weekend’s Taste of Amsterdam festival in Amsterdam. Print this voucher and bring it with you. We’ll give anyone a free cup of coffee if they meet the terms and conditions of this voucher. We know, it’s all VERY UNFAIR. But then again, LIFE IS UNFAIR, too! Come on ‘Rumplescreensaver’, stop by our booth and sing with us!

 

Unfair Voucher

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Moyee Coffee Enters 4th Coffee Wave with Acquisition of Nitrogen Cold brew Pioneers LeFroid

After years of investing in Ethiopian farming networks and one of Africa’s most modern roasters, Amsterdam-based FairChain coffee brand Moyee is now rapidly expanding its footprint at home. With the acquisition of science-based cold brewers LeFroid, Moyee shows it is more than ideology alone. The ‘anti-hipster’ coffee brand wants to be a major player in the 4th way of global coffee.

Inspired by the science of food, over the last few years LeFroid has carved out a small but growing niche for itself in Holland’s artisanal DIY cold brew sector. The nitro-brewer, founded in 2013 by ex-TU Delft students Job and Hidde, was a close collaborator with Moyee from the first day they opened their lab. All their cold brews were crafted using Moyee’s coffees.

By fully acquiring LeFroid, Moyee hopes to use Job and Hidde’s extraction expertise to position itself on the front-edge of a new wave of coffee.

To be honest, pods – whether from Nespresso or our own FairChain pods for Nespresso machines – have no place in the new coffee world.

Third vs. Fourth Wave

So-called Third Wave coffee has dominated much of the last decade – single-origin espressos, Direct Sourced blend, exquisite pour overs and Hario TCA-3 Syphones. The Third Wave of coffee, which firmly took root in countries like the US, Japan, Australia and much of Scandinavia, unmasked ‘Italian’ coffee as a 1980s farce.

The Third Wave made coffee more exclusive, but while every urban corner seems to have a high-quality coffee bar, the fact is the average coffee drinker is still firmly drinking bland, unfair Second Wave coffee.

The Fourth Wave aims to close the gap by making high-quality, sustainable and ideologically driven Third Wave coffee more accessible to the masses. Or, as blogging authority Sprudge noted, ‘bring good coffee to the suburbs.

It’s science

“To date the Fourth Wave has focused mostly on price accessibility, but we believe science will be a leading factor, too,” says Moyee founder Guido van Staveren. “LeFroid isn’t just a cold brewer, they are scientists. With their knowledge, we can explore new ways to use science to extract more flavor out of slightly cheaper beans, for example. That’s one way to make high-quality coffee more affordable to a greater number of people. This is Fourth Wave thinking.”

The Fourth Wave aims to close the gap by making high-quality, sustainable and ideologically driven Third Wave coffee more accessible to the masses.

Moyee is already working with specialists at the University of Ede-Wageningen (NL) and the University of Jimma (Ethiopia) to use science to realize more sustainable and more productive farming methods in Africa.

“Our focus is extraction and creating high-end coffee products,” says Hidde xx. “Joining forces with Moyee means we can continue doing what we love to do with the added advantage of being part of a growing brand and having access to leading B2B companies and a passionate consumer community.

Future Focused

While LeFroid gives Moyee the scientific credibility to explore new brews and beans, the company is also leading other Fourth Wave movements and ideas.

“To be honest, pods – whether those from Nespresso or our own FairChain pods for Nespresso machines – have no place in this new coffee world,” says Van Staveren. “The sooner they disappear, the better. They are too wasteful for Fourth Wave. ”

Whether its IoT-powered coffee machines that optimally brew to your profile and Augmented Reality café environments, Van Staveren says it all begins with science.

“The LeFroid acquisition won’t turn us into Google overnight,” he says. “But Job and Hidde’s thinking will inspire and influence the way Moyee works. A bit of TU Delft smartness coupled with Moyee passion, only good things can come out of that.”

Leave us your email address and we’ll make sure you’re the first to receive insider updates and newsletters with our newest releases. Just drop us a note right here

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About LeFroid
In 2013, after a trip to coffee capital Portland, Oregon in the US, Job  and Hidde, two former TU Delft students, anticipated a new cold brew coffee wave would soon hit Dutch shores. Scientists and not barista’s, they knew absolutely nothing about coffee. Nonetheless, they soon created their first nitro-brewing setup. Since then they have travelled the world with their patent pending -high-extract -brewing process. Using Moyee coffee from day 1, they have extracted an extraordinary range of flavors from its beans.

 

..its science bitch.

 

 

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Photographer Jan Hoek Unveils Brutally Honest ‘Faces of FairChain’ Campaign for Moyee Coffee at Stedelijk Museum Schiedam

This spring photographer Jan Hoek travelled to Ethiopia as a ‘visual ombudsman’ for Amsterdam-based FairChain coffee brand Moyee. Was Moyee living up to its FairChain promise and truly helping its coffee farmers and partners realize their dreams? The result is a hilariously kitschy and touching ‘Faces of FairChain’ campaign that will be unveiled at the artist’s upcoming New Supermodels solo exhibition at the Stedelijk Museum Schiedam.

In the spring of 2016 Moyee asked Hoek to travel to Ethiopia to capture the key players behind FairChain coffee using the photographer’s typical theatrical style and bright contrasts. Originally, Hoek said no.

“I don’t do typical brand campaigns, especially campaigns brands think up themselves,” the photographer says. “But Moyee pursued me quite relentlessly and eventually I said I would be willing to go as a ‘visual ombudsman’. I basically proposed to photograph a critical campaign, and I was absolutely certain they would tell me to get lost. After all, what brand would say yes to all that? Well, they said yes.”

“A lot of people who work for Moyee do so because they truly believe in its mission,” says Hoek.

“We are pretty vocal about our positive intentions, so it would have been pretty hypocritical to turn Jan down,” says Moyee founder Guido van Staveren. “We originally wanted Jan to photograph our partners with Western consumption articles like refrigerators and TVs, stuff they dream of buying with more money. Jan wanted to dive deeper than that, get more personal than that. We gave him that freedom.”

No status quo

A Charlotte Kohler prizewinner, Jan’s oeuvre includes alcoholic lovers in Amsterdam, Thai sex workers, Ethiopian madmen and Kenyans masquerading as Somali pirates. While only 32, the Dutch photographer has travelled extensively through Africa and Asia snapping bright, honest and playfully profound shots of local people and cultures.

I basically proposed to photograph a critical campaign, and I was absolutely certain they would tell me to get lost. After all, what brand would say yes to all that? Well, they said yes.”

“My work critically zooms in on the relationship between model and photographer,” says Hoek. “As a photographer, I don’t believe that all ethical issues can be solved. The same holds true for a company like Moyee that aims to be ethical. Your intensions may be there, but you can’t solve every problem. You can’t be all perfect. This tension is palpable in all my own work.”

Faces of FairChain

The ‘Faces of FairChain’ images are at times kitschy, at times hilarious, and they continuously offer a critical perspective of Moyee’s promise to make lives better. One image is of the coffee brand’s Ethiopian CEO dressed like a pimp and sitting on a throne. Another pictures a female roaster squatting on a toy Mercedes. There are saleswomen dressed kitschily as James Bond girls, and coffee bean sorters surrounded by books for their children. According to Hoek, Moyee’s coffee farmers would rather be doctors. The catch is that all their dreams rely on FairChain becoming a global phenomenon.

One image is of the coffee brand’s Ethiopian CEO dressed like a pimp and sitting on a throne. Another pictures a female roaster squatting on a toy Mercedes.

“Admittedly, the coffee sorters said they’d never earned so much money as they do now at Moyee,” says Hoek. “Yet even so, they still can’t buy all the nice things they’d like for their children. And while the coffee farmers are earning more, many of them are spending it all on honey wine.”

Hoek photographed each individual after having extensive conversations with them about their ambitions, their realities and their daily struggles. Hoek includes the key takeouts from his conversations in each photograph in the form of handwritten speech bubbles.

5 years later

“The honesty and vulnerability of his images gets to the heart of the matter in a way that isn’t always easy to look at, not even for us,” adds Moyee’s Van Staveren. “I mean, here we are trying to change the world and Jan reveals that many simply dream of flatscreen TVs and honey wine. But in most cases, the dreams he captured in this campaign are dreams that are bigger than our own here in the West.”

“A lot of people who work for Moyee do so because they truly believe in its mission,” says Hoek. “In many cases, they earn less than their previous jobs, but they truly believe that five years down the road they’ll earn more than they could dream of because of the success of the company. I would like to do this all again in five years to see if Moyee actually lives up to its promise and its partners’ expectations.”

Jan Hoek ‘New Supermodels’ opens on June 4th in the Stedelijk Museum Schiedam and runs through September 25th. For more information about the exhibition please contact the museum at stedelijkmuseumschiedam.nl.

During the summer Moyee will include one of Jan’s ‘Faces of FairChain’ snapshots in every package ordered online. Which is to say, collect these babies by ordering coffee here

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About Jan Hoek
Last year Jan Hoek won the prestigious Charlotte Kohler prize, an award of €30,000 given each year to two artists exceptional in the fields of theatre and visual art. He is currently nominated for the Volkskrant Beeldende Kunstprijs 2016. The 32-year old artist lives and works in Amsterdam.

Another jpg Anthology

 

Make every sip count.

 

 

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Moyee's Mr. Probat Makes Its Debut and Spins Like a Cat

Big mthfcker spins like a cat last we reported was that our red roasting monster; Mr. Probat 500 arrived in our Addis Ababa facility. Assembling the machine was just a small challenge for our maintenance engineer Yohannnes. But the installation of gas and electricity and calibration was yet another thing. This month, an all star team of three Polish engineers made a trip to Addis to get it done.

1.000.000 kilo a year pure impact.

Assembly, check. Installation, check. Perfect! But next question: how do we use the giant machine?! That is also what Agegnehu and Muluneh, our roasters, were wondering. And very honest, the first batch was terrible! A green bean here, a black been there, super inconsistent. But in its’ defence, the machine probably had to get used to the high altitudes in Addis Ababa 😉 (yes, it is at 2200 meter). probat runs 8 Future Focused The Polish guys learned team Ethiopia how to use a screen full of complex buttons and red and green arrows on the control panel instead of the simple temperature gage. On the Toper you can open the burner and see the small flame and adjust it manually. If you adjust the heat in the Probat it will give an incredible explosion of heat. Inside the machine of course, but even looking through the window, you get blindsided! Don’t try it at home.” Once the Probat roasted at a consistent level, our dear friend Jose, joined the team in Addis. The head roaster of Moyee would teach them the fine art of artisanry roasting on an Industrial level. Contradiction? No. Because, buttons

or temperature gage, you always

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roast with passion and craftsmanship; by looking at and smelling the beans. Another advantage of the Probat: the capacity has grown by 8x! This makes Agegnehu really happy! “It gives me more time for quality cupping, and developing new premium blends. And the rest of the day, we just relax in the sun with a beer ;)” Oh yeah, in your dreams Agegnehu! Our sales are growing by the minute, so you’ll be swamped in roasting

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hours soon! Another jpg Anthology

And off course its Sunny as well .