FIRST FAIRCHAIN UPDATE OF THE YEAR AND HOW WE WILL CONTINUE THIS
Yes, you read that right, our FairChain percentage for the first quarter of 2024 ended at 92%!!! In 2015, our heart beat for FairChain with a total consumption of 165,221 kilos of coffee by our loyal fanbase. That brought our FairChain Percentage to a respectable 75%. But let's be honest, that was just the beginning.
We thought 70% would be the ceiling, but boy were we wrong. It took some time, but this quarter we have taken our goals to the next level! That is why we will now keep you informed of our FairChain percentage, so that you know exactly where you stand.
Before we do that, let's first answer a question that many of you will probably have: what exactly does this mean?
As you know, our entire process, from roasting to packaging the coffee, is done directly in Ethiopia and Kenya. And we have made sure that the value that comes from this coffee is shared fairly. No hassle with middlemen who pocket the profits, but a direct, transparent relationship between the producers and you as a consumer.
This simple change in the coffee supply chain has a huge impact on the lives of countless people. By moving the roasting and packaging of coffee to the countries of origin, the lives of local communities are improved in a positive and radical way.
yet we do not burn everything in the country of origin. Why not?
Sometimes we encounter obstacles that are unavoidable when roasting the beans in Ethiopia and Kenya. For example, a container can be delayed due to war or bags are delivered too late by a boat stuck in the Suez Canal… We want to deliver you freshly roasted coffee, so we cannot keep a huge stock. In addition, the demand for our coffee can suddenly increase, which means we need more stock than expected. In such situations, we unfortunately have no choice but to roast the coffee here in the Netherlands. This way we can ensure that you can always continue to enjoy our insanely delicious coffee!
So, what’s on the horizon? From now on, we’ll update you on our FairChain percentage every quarter, so you know exactly where you stand. No secrets, no fuss – just honest, transparent updates. So stay tuned for the latest news and continue this coffee revolution with us. Every sip counts!