Back to the Birthplace: Our Vision for a Future Relationship with Ethiopia’s Coffee Farmers

Meeting some of the families that we will be buying coffee from this year.

Ethiopia is more than just the birthplace of coffee—it’s a country steeped in history, culture, and resilience. It’s a place where coffee is more than a crop; it’s a way of life. Over the years, I’ve felt a strong connection to Ethiopia, but visiting firsthand deepened my appreciation in ways I never expected. What I found was a country at a crossroads—an industry filled with both immense challenges and limitless potential.

For generations, Ethiopian smallholder farmers have cultivated some of the world’s finest coffees. Yet, as prices surge and global markets shift, many now face an uncertain future. The challenge is clear: how can we ensure farmers continue producing exceptional coffee while earning a sustainable income? We believe the answer lies in building trust, investing in quality, and forming long-term partnerships.

Learning from Crop to Cup

Moata Raya, owner of Mecota Trading, Ethiopia.

One of my biggest inspirations on this journey has been Mo, owner of Mecota Trading our exporting partner. Mo’s story is a testament to what’s possible when trust and community take centre stage. When he struggled to secure financing, local farmers—recognising his integrity—loaned him coffee to help him get started. That level of faith speaks volumes, and it’s the kind of relationship we strive to build.

Through his work with TechnoServe and Crop to Cup, Mo has helped farmers in Sidamo improve quality, secure better prices, and ultimately strengthen their communities. His approach is simple yet profound: support farmers with the tools and knowledge to elevate their coffee, and ensure they have committed buyers who value their work.

Inspired by this model, we are working to implement something similar in Yirgacheffe, another legendary coffee region. By collaborating with families already producing incredible coffee, we aim to refine processes, improve selective picking, and explore new processing methods—all with the goal of driving quality and securing higher prices.

A Commitment to Long-Term Partnerships

Wako Jegso (left) and some of his family at his house in Yirgacheffe.

During my visit, I met with families whose livelihoods depend entirely on coffee. They are passionate, dedicated, and eager to improve. However, taking that next step requires a level of security. If farmers are to invest in quality improvements, they need the reassurance that their efforts will be met with demand. That’s where we come in.

By committing to purchase their coffee year after year, we provide the stability needed for farmers to innovate and refine their processes. This isn’t about one-off transactions; it’s about forging lasting relationships that benefit the value chain in the long run.

Sharing the Story and Engaging Roasters

We believe coffee should be more than a commodity—it should be a story. Behind every cup is a farmer, a family, a legacy. Our goal is to bring these stories to light, ensuring roasters and consumers alike see the people behind the seeds.

By sharing these stories, we hope to inspire roasters to invest in an alternative way of sourcing from Ethiopia—not just as a product, but as a partnership. Just as Crop to Cup has done in Sidamo, we want to place trust and quality at the heart of every purchase.

Looking Ahead

Having coffee and ensete with Mo and a producer called Tuke Yute.

Ethiopia’s coffee industry is at a pivotal moment. The choices we make now will shape its future for years to come. By fostering trust, investing in smallholder farmers, and encouraging long-term commitments, we believe we can create a more sustainable, resilient coffee supply chain.

We have a chance to do something truly meaningful here—to promote an alternative way of working whilst honouring tradition and securing the future of one of the world’s most treasured coffee origins. And we’re just getting started.