Moyee Coffee
Moyee Coffee is an Amsterdam-based FairChain specialty coffee company that roasts at origin in Ethiopia and Kenya, selling whole beans, capsules, subscriptions, and accessories direct-to-consumer and through Albert Heijn, with 50% of value shared with East African coffee communities.
- Company typePrivate
- Founded2012
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Moyee Coffee does
Moyee Coffee B.V. is a Netherlands-headquartered specialty coffee company founded in 2012 in Amsterdam, operating a vertically integrated 'FairChain' supply chain in which green-bean sourcing, roasting, and packaging occur at origin in Ethiopia (Addis Ababa) and Kenya (Nairobi), with a 50/50 value split between Moyee and local coffee community partners. The company's product portfolio centers on four core roast profiles (Single, Double, Triple, Dark) sold in whole-bean, capsule, and filter-drip formats, alongside single-origin microlots (Muhindi Microlot, Single Kenya 450g), a Swiss Water Process decaf, an Aequinox capsule machine (€120, N*spresso-compatible), and a co-branded Leger des Heils dark roast SKU where €1/kg is donated to the Salvation Army Netherlands. Underlying technology includes blockchain-documented cupping scores via Tastify, nitrogen-flush packaging at origin for 8-12-week freshness windows, and a geo-tagged tree-planting program linked to retail SKUs at Albert Heijn.
Moyee monetizes through four channels: direct-to-consumer e-commerce on moyeecoffee.com (next-day delivery in the Netherlands, EU shipping for orders across Germany and other markets), retail/wholesale through Albert Heijn supermarkets (primarily XL stores), a recurring subscription tier (monthly/bi-monthly delivery with optional grinder-on-loan), and a B2B corporate supply channel accessed via business.moyeecoffee.com. Pricing is positioned at the value end of specialty — €6-€33 per kg across main SKUs, €10 per 25-capsule box, and €10 per 15-bag filter-drip pack — and the company explicitly states prices have remained stable for ~10 years. Customers fall into three segments: mission-driven individual consumers in the Netherlands, Germany, and other EU markets; corporate/CSR buyers seeking verifiable impact supply; and nonprofit partners (Leger des Heils).
The FairChain model is structurally capital-light in Western overhead (LinkedIn lists 11-50 employees) but operationally heavy at origin, with origin roasting, multiple estate partnerships (Muhindi, Kiqwetu), milling (Mbumi Coffee Mill), and a 1 Million Tree Revolution carbon offset/agroforestry program absorbing the company's attention. The Republic of Everyone (launched 2022) extends the model into a consumer-owned 'coffee commons.' Revenue, funding history, and unit volumes are not publicly disclosed.
Moyee Coffee firmographics
Firmographics- Name
- Moyee Coffee
- Legal name
- Moyee Coffee B.V.
- Website
- https://moyeecoffee.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Moyee Coffee is an Amsterdam-based FairChain specialty coffee company that roasts at origin in Ethiopia and Kenya, selling whole beans, capsules, subscriptions, and accessories direct-to-consumer and through Albert Heijn, with 50% of value shared with East African coffee communities.
- Ownership category
- akta.pro rank
Where Moyee Coffee is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices4 records
Markets served
Moyee Coffee business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- E-commerce Product Sales: Direct-to-consumer sales of whole bean coffee, capsules, filter drip bags, and accessories through moyeecoffee.com. Products are available in various grinds and sizes (250g, 450g, 1kg) with per-unit pricing.
- Coffee Subscriptions: Recurring subscription model (monthly or bi-monthly delivery) for Single, Double, Dark, and Microlot products. Subscriptions can be paused or cancelled anytime. Grinder-on-loan option available with grinder remaining property of Moyee Coffee B.V.
- Retail / Wholesale Distribution: Wholesale supply of FairChain coffee to Albert Heijn supermarkets (primarily XL format stores) and potentially other retail partners. Farmers and local partners earn the same as from any other Moyee FairChain coffee; the margin reduction is absorbed by Moyee.
- B2B Corporate Coffee Supply: Business portal (business.moyeecoffee.com) and B2B email contact ([email protected]) for corporate coffee supply arrangements.
- Impact Product Licensing (Leger des Heils): Specialty co-branded product where €1 per kilogram sold is donated to the Salvation Army (Leger des Heils) to support people experiencing homelessness and social hardship in the Netherlands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single Origin 1 kg — citrus/fruity notes, light-medium roast, Ethiopia Limu |
| Unit Pricing | Pay-as-you-go | Double Blend 1 kg — balanced, washed Limu + unwashed Jimma, Ethiopia |
| Unit Pricing | Pay-as-you-go | Triple Blend 1 kg — medium roast, three Uganda beans, Kenya roasted |
| Unit Pricing | Pay-as-you-go | Dark Roast 1 kg — full body, dark chocolate notes, Ethiopia Mizan Farm |
| Unit Pricing | Pay-as-you-go | Kenya Single Origin 450g — specialty, blueberry/fruity, Kiambu region |
| Unit Pricing | Pay-as-you-go | Capsules — Lungo, Espresso, Decaf (25 capsules per box) |
| Subscription | Monthly | Muhinde Microlot Subscription — award-winning Kenyan specialty, limited availability |
| Subscription | Monthly | Dark 1 kg Subscription — recurring delivery of Dark roast |
| One time/ perpetual license | Pay-as-you-go | Aequinox Capsule Machine — N*spresso-compatible, 19 bar, 1300W |
| Unit Pricing | Pay-as-you-go | Leger des Heils 1 kg — dark roast, €1/kg donated to Salvation Army |
| Unit Pricing | Pay-as-you-go | Filter Drip Bags — Dark and Decaf varieties, 15 bags per box |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Moyee Coffee product offering
Product offeringCore offering
Moyee Coffee is a specialty coffee company that sources green beans from East African coffee communities, then roasts and packages the coffee at origin in Ethiopia and Kenya under its proprietary FairChain 50/50 model. It sells whole bean coffee, capsules, filter drip bags, decaf, and accessories to individual consumers via its own e-commerce storefront (moyeecoffee.com) and through Albert Heijn supermarkets, and supplies corporate clients through a dedicated B2B portal (business.moyeecoffee.com).
Product overview
Moyee Coffee is a FairChain specialty coffee company that sells roasted coffee beans, capsules, and accessories through its e-commerce platform and retail partners (Albert Heijn). The product portfolio centers on four core roast profiles (Single, Double, Triple, Dark) available in whole bean, ground, and capsule formats, plus single-origin microlot coffees, filter drip bags, and decaf options. A subscription service provides regular delivery with optional grinder loan. Accessories include the Aequinox capsule machine. A special sub-brand (Leger des Heils) partners with Salvation Army. All core products are roasted at origin in Ethiopia, Kenya, or Uganda, with 50% of value shared with local coffee communities through the FairChain model.
Differentiator
Problem solved
Functional benefit
Brands
- The Republic of Everyone: The world's first coffee commons launched in 2022, giving coffee lovers ownership stakes in the company operations.
Products and services
- FairChain Coffee (Single, Double, Triple, Dark) FairChain specialty coffee sold in whole bean and ground formats in four roast profiles (Single, Double, Triple, Dark). Available in 250g, 450g, and 1kg sizes with omni-roast profiles suitable for both filter and espresso brewing. All four are 100% Arabica, specialty grade (80+ cupping score), roasted at origin in East Africa, with 50% of value shared with local coffee communities.
- Single Kenya 450 Gram Single origin Kenyan coffee from the Kiambu region, grown at 1,635m altitude between guava and banana trees. Features notes of blackcurrant, cinnamon, and red fruits with a silky-smooth finish. Awarded best supermarket coffee by KoffieTcacao Magazine. Cupping score of 81 (specialty grade). Roasted and packed in Nairobi, Kenya.
- Muhindi Microlot Coffee Limited-availability microlot coffee from Muhindi Coffee Estate in Kirinyaga, Kenya — a 3.5-hectare family farm founded in 1987. Light roast with anaerobic washed process using SL28 and Ruiru 11 varieties at 1,600-1,750m altitude. Won Best Quality Coffee Award at Africa Trade Fair Auction 2025. Notes of tropical fruit with bright acidity and rich body.
- Coffee Capsules (Lungo, Espresso, Decaf) Capsule coffee products compatible with Nespresso-compatible machines, sold in boxes of 25 capsules. Includes Lungo Capsules, Espresso Capsules, and Decaf Capsules, designed for consumers who prefer capsule convenience without sacrificing FairChain sourcing.
- Filter Drip Coffee (Dark, Decaf) Ready-to-use single-serve filter drip coffee bags for brewing without a coffee machine. Dark variety features notes of chocolate and caramel. 15 bags per box at €0.67 per filter drip. Grown in Kericho, Kenya and roasted in Nairobi, Kenya.
- Decaf Coffee Decaffeinated coffee using the Swiss Water Process (natural, chemical-free). Sourced from Honduras with Rainforest Alliance certification. Farmers receive current market price plus the Rainforest Alliance premium. Not FairChain certified but maintains ethical sourcing standards.
Quantifiable outcome
- 50% of coffee value shared with origin communities (vs. ~10% in conventional supply chains)
- +11 more outcomes
Companies that use Moyee Coffee
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Moyee Coffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Moyee Coffee partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- The Republic of Everyone (Coffee Commons)coreLaunched in 2022, The Republic of Everyone is the world's first 'coffee commons' — a community of coffee lovers who hold ownership stakes in Moyee's operations, sharing economic, ecological, and social responsibility. It represents Moyee's long-term vision of creating a global coffee commons where everyone who drinks the coffee owns a piece of it.
- Circular Shipping CompanyminorMoyee partnered with Circular Shipping Company to replace single-use cardboard shipping boxes with reusable boxes made from recycled plastic. These boxes are designed for dozens of shipping cycles and recycled in a closed-loop system at end-of-life, resulting in over 80% less CO2 per shipment compared to single-use cardboard.
- Studio DARAJAminorStudio DARAJA is an East African music studio/collective that Moyee partners with to bring East African music to European and American audiences. The partnership is framed as part of the FairChain cultural movement — beyond farmers, FairChain also supports cutting-edge artists, musicians, and entrepreneurs. Moyee curates a Spotify playlist featuring DARAJA artists.
- Kebele RadiominorKebele Radio is a community radio station in Addis Ababa, Ethiopia, capturing urban music (jazz, house, electro, hip-hop, soul) recorded in barbershops, corner stores, and street corners. Moyee partnered with Kebele Radio to connect continents — bringing East African music culture to European festival audiences through Moyee's festival activations (Best Kept Secret, Dekmantel, Wildeburg, Into the Woods).
- Mbumi Coffee MillcoreMoyee's Kenya coffee (Kiambu region) is washed and sun-dried at Mbumi Coffee Mill. The mill processes coffee cherries from the surrounding farming community, enabling Moyee to offer traceable, high-quality Kenyan coffee roasted at origin in Nairobi.
- Muhindi Coffee EstatecoreMuhindi Coffee Estate is a 3.5-hectare family farm in Kirinyaga County, Kenya, founded in 1987 and now run by the second generation. It produces the award-winning Muhinde Microlot (Best Quality Coffee Award, Africa Trade Fair Auction 2025). The farm uses organic fertilization, avoids synthetic herbicides, and grows SL28 and Ruiru 11 varieties at 1,600-1,750m altitude.
- Kiqwetu Coffee EstatecoreA 25-acre coffee farm in Sigowet Soin, Kericho, Kenya, operating since May 2022 at 1,410-1,700m altitude. Moyee works directly with this farming community to source beans for the Dark roast blend (Mizan Farm flagship).
- Leger des Heils (Salvation Army Netherlands)minorA co-branded coffee product partnership where €1 per kilogram of Leger des Heils coffee sold is donated to support people experiencing homelessness, young people starting over, and those struggling with loneliness and addiction in the Netherlands. Both organizations share a mission of fighting for a fair world where everyone counts.
- Albert HeijncoreAlbert Heijn is Moyee's flagship retail partner — the largest supermarket chain in the Netherlands. Moyee coffee is stocked primarily in XL stores (with filter coffee occasionally in smaller formats). The partnership brings FairChain coffee to millions of mainstream shoppers who might not otherwise access specialty fair trade coffee. Farmers and local partners earn exactly the same as from any other Moyee channel.
- FairChain FoundationcoreThe FairChain Foundation supports the broader FairChain movement beyond Moyee. An interactive protest artwork by John Weich was auctioned off by the FairChain Foundation to benefit East African coffee farmers. The Foundation maintains fairchain.org as the central hub for the FairChain model.
- Moyee Coffee EthiopiacoreMoyee's Ethiopian operations entity, roasting and processing Ethiopian FairChain coffee (Limu, Jimma, Mizan Farm beans) in Addis Ababa. LinkedIn lists this as a separate company entity (Moyee Coffee Ethiopia).
- AequinoxminorMoyee offers the Aequinox Capsule Machine (N*spresso-compatible, 19 bar, 1300W, €120) as a bundled product with Moyee capsules. The machine features a hot water tap for tea and comes with a 1-year warranty.
Scale indicators14 records
Recent moves7 records
Expansion highlights6 records
Moyee Coffee competitors and assessment
Company assessmentBroad incumbents
- Lavazza: Italian-founded global coffee roaster and capsule maker with sustainability programs (e.g., ¡Tierra! and growing direct-trade sourcing). Comparable as a multi-channel roasted coffee and capsule brand targeting both retail and foodservice with sustainability claims.
- Illy: Italy-based premium coffee roaster selling beans, capsules, and machines globally through retail and foodservice. Comparable on specialty positioning, B2B/retail channels, and sustainability messaging around farmer welfare.
- Nespresso (Nestlé): Dominant Nespresso-compatible capsule brand with proprietary machines, AAA Sustainable Quality Program, and revamped ESG strategy. The primary direct competitor in Moyee's capsule category and benchmark for sustainability claims in mainstream retail.
Direct peers
- Counter Culture Coffee: US specialty coffee roaster with deep farmer-direct relationships, sustainability certifications, and education-driven marketing. Comparable as a specialty-focused, transparency-led roaster selling through DTC e-commerce and wholesale with farmer-impact narratives.
- Pact Coffee: UK specialty coffee brand selling roasted beans, capsules, and subscriptions DTC plus B2B, with direct-trade and farmer-impact storytelling. Closest peer in model: specialty e-commerce plus B2B subscriptions with mission-driven brand in Europe.
- Tony's Chocolonely: Dutch B Corp challenger brand tackling structural inequality in cocoa supply chains via shared-value model and radical transparency. Comparable mission-driven positioning, B Corp credentials, Netherlands HQ, and 'slave-free' supply chain thesis applied to a different commodity.
- Blue Bottle Coffee: Specialty coffee roaster and café operator (now majority-owned by Nestlé) with DTC e-commerce, capsule products, and freshness-focused sourcing. Comparable on premium specialty positioning, freshness narrative, and expansion into capsules and retail.
- Stumptown Coffee Roasters: US specialty roaster (acquired by Peet's) with strong direct-trade farmer relationships, DTC subscriptions, and wholesale/cafe channels. Comparable on specialty DTC plus wholesale model with documented farmer relationships.
Others
- Oatly: Mission-driven, sustainability-positioned CPG brand that scaled through DTC plus mainstream retail (including Albert Heijn in the Netherlands). Comparable on radical-impact branding, B Corp certifications, and successfully breaking into mainstream grocery channels.
Regional players
- Simon Lévelt: Dutch specialty coffee roaster and retailer with own-store network and supermarket wholesale, with sustainability and organic positioning. Comparable as a Netherlands-based specialty coffee brand competing on similar supermarket shelves and Dutch-conscious consumers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Moyee Coffee social profiles
Digital presenceMoyee Coffee compliance and trust
Trust signalCompliance4 records
Moyee Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moyee Coffee leadership team
Management profileNumber of profiles
Profiles8 records
Moyee Coffee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moyee Coffee M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Moyee Coffee
What does Moyee Coffee do?
Moyee Coffee is a specialty coffee company that sources green beans from East African coffee communities, then roasts and packages the coffee at origin in Ethiopia and Kenya under its proprietary FairChain 50/50 model. It sells whole bean coffee, capsules, filter drip bags, decaf, and accessories to individual consumers via its own e-commerce storefront (moyeecoffee.com) and through Albert Heijn supermarkets, and supplies corporate clients through a dedicated B2B portal (business.moyeecoffee.com).
Is Moyee Coffee a public or private company?
Moyee Coffee is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Moyee Coffee founded?
Moyee Coffee was founded in 2012. It employs 11 to 50 people.
Where is Moyee Coffee based?
Moyee Coffee is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Moyee Coffee make money?
Five revenue lines are on record. E-commerce Product Sales are the primary driver. The others are coffee Subscriptions, retail / Wholesale Distribution, B2B Corporate Coffee Supply and impact Product Licensing (Leger des Heils).
Who are Moyee Coffee's main competitors?
Broad incumbents on record are Lavazza, Illy and Nespresso (Nestlé). Direct peers are Counter Culture Coffee, Pact Coffee, Tony's Chocolonely, Blue Bottle Coffee and Stumptown Coffee Roasters. Oatly is listed as an others. Simon Lévelt is listed as a regional player.
Does Moyee Coffee have an API?
No public API is recorded for Moyee Coffee.