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Moyee Coffee

Moyee Coffee is disrupting the skewed coffee supply chain with FairChain. By roasting beans in Ethiopia, paying farmers more, and using blockchain for transparency, they deliver specialty Arabica with bold flavor profiles while stimulating reforestation and local job creation—proving that fair trade truly works.

Moyee Coffee Beans

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More About Moyee Coffee

Introduction
Coffee attracts millions of enthusiasts, yet only ten percent of the value actually reaches the farmer. Moyee Coffee, founded in 2013 by Guido van Staveren van Dijk, decided to break this imbalance with the FairChain model. Starting in 2015, Moyee served its first cups in the Netherlands, demonstrating that fairer trade and top-tier quality go hand in hand.
The FairChain concept is simple: beans are roasted, packaged, and exported locally in Ethiopia or Kenya. As a result, approximately fifty percent of the final retail price remains in the country of origin—significantly higher than the industry standard of fifteen percent. This approach creates local jobs, develops craftsmanship, and provides farmers with a higher income.
How Moyee makes a difference
In 2014, Moyee built the first ISO-certified export roastery in Addis Abeba, paying farmers a premium of twenty percent above market price. During the pandemic, this price even rose from 42 to 63 euro cents per kilo of cherry, contributing to a living wage. Furthermore, in 2017, Moyee became the first to record all transactions on a blockchain, ensuring every payment is transparent.
Thanks to this direct approach, the supply chain consists of only two links: the farmer and Moyee. Fewer intermediaries mean higher quality and greater control over both flavor and impact.
– A short chain from farmer to cup.
– Local roasting for maximum value creation.
– Blockchain for radical transparency.
– Premiums that guarantee a living wage.
Flavor profiles that stand out
All Moyee coffees consist of one hundred percent Arabica specialty beans with an SCA score exceeding eighty points. The roasters opt for a slow roast—sometimes lasting up to 27 minutes at 197 °C—to ensure sugars caramelize while delicate notes are preserved. The result is a distinct, clean cup.
– Single (Limu) – bright, floral, with notes of citrus and cacao.
– Double (Limu + Jimma) – full-bodied, sweet, with a brown sugar finish.
– Triple (Uganda) – bold, rounded, featuring chocolate and caramel.
– Dark – intense, smoky, ideal for espresso lovers.
Microlots under two hundred kilos, such as the Lion Hills with its three-day anaerobic fermentation, showcase Moyee’s drive to experiment. This smooth coffee offers notes of mandarin and molasses—unique flavors that quickly sell out among connoisseurs.
Innovation beyond the bean
Technology plays a major role. Farmers receive digital payments via blockchain wallets, while consumers can scan a QR code to trace the journey from bean to cup. Additionally, Moyee finances reforestation; every kilo sold pays for the planting of a tree. In this way, the company strives toward a climate-positive supply chain.
– The blockchain pilot led to the planned Token assortment, which is fully traceable.
– A goal of one million new coffee trees aims to increase yields and biodiversity.
– Microcredits with five percent interest help farmers invest in better yields.
Contributing to the coffee community
Moyee is right at home at festivals like Mysteryland and De Parade, where thousands of visitors are introduced to FairChain espresso. At the Amsterdam Coffee Festival, the brand challenged established names during the Roast Masters competition, showcasing roasts from Ethiopia.
Workshops, cuppings, and hackathons, such as “F*ck the Middleman,” inspire entrepreneurs and consumers to rethink their relationship with coffee. These events are fostering a growing community of “Moyeestas” who embrace ethical coffee.
Looking to the future
Ambitions are reaching even further. Moyee is expanding its roasting capacity in Kenya, opening a new roasting facility in Colombia, and aiming to roast ninety percent of its volume at origin. New markets are on the horizon: France, Northern Europe, and eventually North America.
In 2025, the first Moyee café will open in Nairobi’s Westlands district. It is set to become a hub where local barista champion Tess Atieno hosts training sessions, allowing Kenyans to experience their own premium coffee—a product that was previously primarily exported.
Through scaling up, transparent technology, and flavorful innovation, Moyee aims to prove that a fair value chain is not only possible but also profitable and delicious. The journey has only just begun.

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