The days of poor coffee farmers in Ethiopia receiving underpayment for hard work may soon be over as Moyee Coffee is helping farmers in the country. Moyee, a Dutch coffee brand, is transforming supply chains with blockchain. Moyee begins this process by creating unique digital identities for its coffee producers. Next, it sets prices at 20 percent over the market rate. Buyers can view these prices and choose to support the livelihood of farmers in Ethiopia. The coffee company is also creating an app that allows customers to tip farmers. These business decisions are what make Moyee the first multinational coffee company based in Ethiopia.
Why Coffee is Such a Tough Business
People consume billions of cups of coffee every day and the coffee industry is worth almost $100 billion, yet the producers of the coffee bean are among the world’s poor. Approximately 90 million people who help produce coffee live on less than $2 a day. To put that into perspective, most Americans spend more than $2 a day on a cup of coffee.
A lot of the problems associated with coffee farming and poverty have to do with climate change and price fluctuation. Climate change has altered growing seasons making it difficult to produce good quality crops. Species of coffee are dying out because of deforestation and soon farmlands may become unsuitable to grow coffee. Prices fluctuate often because of supply and demand. The problem is that when climate change damages crop yield, prices can be low which means farmers earn less than they should for their product.
How Blockchain Increases Profits for Farmers in Ethiopia
This is when Fairchain comes in. Fairchain is a version of blockchain that Moyee created. It is a digital supply chain that is completely transparent. The supply chain tracks every transaction from the coffee bean to the coffee cup. This allows blockchain to cut out the middleman and help control price fluctuations. When the supply chain is transparent, people and companies can see how much each chain in the line received to keep prices fair. This is what helps farmers when prices fluctuate dramatically because they get a fair price even when demand is low.
How Moyee Coffee is Helping Farmers
Moyee gives coffee farmers mobile wallets, tap cards, identification numbers and barcodes that allow them to receive payments directly. Moyee also allows customers who buy its coffee to support farmers by using a QR code. The code allows customers to tip the farmer or fund small programs that aid farmers like microloans or training.
The Moyee Brand has a growing impact in Ethiopia by using blockchain to increase profits for coffee farmers. The use of technology has allowed for supply chains to become more transparent. Transparency is key because customers are often unaware of where their product is coming from and how much the producer receives. The increase in profits can help farmers in a variety of ways. Their product yields could increase and they could live a more sustainable lifestyle. Middlemen used to take advantage of farmers and cut their profits, but Moyee is changing that and hopefully, it will serve as a model for other multinational corporations.
– Gaurav Shetty