Bright ideas for a better world
Source: Entrepreneurial journey
Production: Microphone Media Podcast Agency
In this episode, the bigger picture of greener and fairer supply chains is explained by Willemijn Verloop, founder of Rubio Impact Ventures.
What follows is an in-depth conversation with the entrepreneur of the world's first FairChain coffee: Guido van Staveren of Moyee Coffee. This conversation is all about radical transparency and dirty supply chains, the dark truth behind coffee and how to solve it, slaughtering big dinosaurs, the puzzle of corporate ownership, and his own 'adventurous' journey.
- Emma Kloppert, hostess
- Willemijn Verloop, expert
- Guido van Staveren-van Dijk, entrepreneur
- Kilil Mesfin, guest
“The vote of a million people can overthrow the power of a few planet-plundering oligarchs.”
In the podcast 'Entrepreneurial Journeys', Emma Kloppert talks to entrepreneurs about their solutions to social and environmental issues.
The introduction will be given by Willemijn Verloop, founder of Warchild and Rubio Impact Ventures. According to her, the cause of unfair supply chains is the lack of True Pricing and also the lack of corporate responsibility. In contrast, social entrepreneurship is on the rise!
Moyee Coffee founder and CEO Guido van Staveren van Dijk talks about the hidden world behind our daily coffee. He explains his vision to bring radical transparency to a dirty, dishonest coffee chain. Corporate ownership and personal responsibility are essential to overthrow “planet-plundering oligarchs.”
Guest Kilil Mesfin speaks from the coffee roastery in Ethiopia. With Moyee he hopes to pay a decent living and a living income to farmers, to combat deforestation, to create jobs for women and youth, and to increase the export volume and value of Specialty Coffee.
To give an idea of the amount spent on marketing: in the North of our world, 800 billion euros are spent annually. But we only need 180 billion worldwide to end poverty. Marketing budgets to realize impact is the solution!
The growth of the company is put on the back burner, with more focus on the structures and ownership model of the company. But coffee doesn’t sell itself, so the company has adopted the concept of ‘crowdspeak’, where marketing money is invested directly into the audience. The company wants to empower people to become ambassadors, give away coffee, and become part of the marketing mix themselves.
According to Guido, impact must be quantifiable and verifiable. For example, the FairChain foundation invested in blockchain technology to move from storytelling to story-proving. Because of the redistributive focus and design of the business models of Moyee and FairChain, it is important to show in a transparent way where the value exactly goes.
The great hope is that customers who care will discover that companies that have a quantifiable and verifiable impact also have greater brand equity, longer customer lifetime value, and greater loyalty, outgrowing the big-budget impostors.
Emma Kloppert said it beautifully: the truth sells! Companies are aware of the need to weave marketing stories with sustainability, but as a consumer it is difficult to know what to believe and what not.
Companies like Moyee need to prove that this type of business model is profitable and sustainable with a positive external impact. Consumers are the key factor of change and need to be better educated, so that they are willing to seek out the truth. Finally, a change in legislation needs to ensure that big companies do not continue to cause inertia in the supply chain through lobbying.
The last quarter of this year is dedicated to starting the first coffee community on the farm in Ethiopia. This geeky operation is all about decentralized finance and ownership. For the first time, consumers and producers can work together in the market instead of against each other.
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One day, Moyee Coffee will eat the dinosaurs. Moyee will lead the way and serve as an inspiration to other companies. Every sip counts!