Positively impacting the coffee supply chain through youth employment and providing affordable coffee that tastes good and does good.
Describe your relationship to the place you’ve selected.
Native of Kenya. I am from a third generation coffee family that has farmed our land for generations. I am passionate about ensuring farmers are paid fairly for their livelihood.
Our business was inspired by my grandmother but great coffee lies at the heart of what we do!
Describe the People and Place: Provide information that would be helpful for an outsider who has never been there and may have no context about this Place to better understand the area.
Coffee is the second most traded commodity globally grown in tropical climates typically located closest to the equator in Central & South America, Africa and Asia. Consumption is dominated by ‘global North’ regions of North America and Europe.
Africa is a small but significant player in the production of coffee of the variety Arabica and Robusta.
Kenya is recognized as one of the best producers of Arabica coffee with a rich fruity taste, however Kenya has one of the lowest levels of domestic coffee consumption in the world with an average per capita consumption of less than 1 kilo. While demand for coffee in Kenya has risen by 46 per cent in the four years to 2014, 80% of Kenyans drink imported instant coffee instead of locally grown freshly roasted coffee as there is lack of availability of freshly roasted coffee in the market.
Nairobi is the capital and the largest city of Kenya. The name Nairobi means "cool water", and the city Nairobi has many parks and open spaces. Nairobi has a large, youthful population.
The challenges faced in the coffee market sector in Nairobi are as follows:
1. Low levels of domestic consumption of coffee of less that 1 kg per capita
2. Low margins received by small-holder coffee farmers of 2.5% from coffee sales.
3. High youth unemployment of 22.1% according to recent world bank data
Our project will directly contribute towards the following Sustainable Development Goals:
- GOAL 1: No Poverty
- GOAL 8: Decent Work and Economic Growth
- GOAL 12: Responsible Consumption and Production
- GOAL 5: Gender Equality
- GOAL 10: Reduced Inequality
We plan to generate employment opportunities for unemployed youth (18-35 years) as coffee bike entrepreneurs. 50% of our youth entrepreneurs will be female. This will help provide employment in areas with few opportunities. This solution is scalable and replicable and can be expanded to other regions in Kenya.
Challenges: Describe the current (2020) and the future (2050) challenges that your food system faces.
In Kenya, demand for coffee has risen by 46 per cent in the last five years however Kenya has one of the lowest levels of domestic coffee consumption with an average per capita consumption of less than 1 kilo. Additionally due to poor employment policies youth unemployment in Kenya is currently at 22.1% with a large number of the youth coming from the farming areas lacking the educational qualifications for a competitive job market.
Address the Challenges: Describe how your Vision will address the challenges described in the previous question.
We are looking to set up a number of mobile coffee bike businesses enabling entrepreneurial freedom. We will supply branded mobile coffee bikes to the youth entrepreneurs together with the coffee, tea, packaging, condiments and coffee machines.
Our mobile coffee bike solution will make coffee affordable and accessible to the low income consumers in the country, support our aim to reduce youth unemployment and provide additional market access to the coffee farmers.
High Level Vision: With these challenges addressed, now provide a high level description of how the Place and the lives of its People will be different than they are now.
The initial pilot will be rolled out in Nairobi where we will target youth and supply them with the mobile coffee bikes. We will support and assist the youth entrepreneurs in applying for trade permits from the local authorities and provide them with a network of existing sales agents to support each mobile bike zone/area. Additionally all the youth entrepreneurs will attend a training course at our coffee roasting facilities where we will provide them with barista, business and accounting training over several days resulting in certification of their coffee barista skills.
Full Vision: How do you describe your Vision for a regenerative and nourishing food future for your Place and People for 2050?
Following this pilot we will launch this scheme nationwide in Kenya (47 counties) and after one year roll this out to the East Africa region and globally targeting 1 million jobs for youth globally as mobile coffee bike entrepreneurs.