Moii
- Company typePrivate
- Founded2022
- HeadquartersSaint Louis, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
Moii firmographics
Firmographics- Name
- Moii
- Legal name
- Moii Coffee
- Website
- https://moii.coffee
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Moii industry classification
Industry- Product category
- Specialty Green Coffee Wholesale
- NAICS
- Coffee and Tea Manufacturing (31192)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Coffee, Tea & Cocoa Trading/Wholesale (AFAIAKAD)
- akta.pro secondary industry
- Ethnic Beverages Wholesale (Specialty/Import) (AFAIAIAG)
Keywords
Where Moii is headquartered
LocationHeadquarters
- HQ city
- Saint Louis
- HQ country
- United States
- HQ region
- North America
Markets served
Moii business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Green Coffee Bean Sales: Moii generates revenue by sourcing and selling green (unroasted) coffee beans from Ethiopian producers directly to craft roasters. The company acts as an intermediary, connecting specialty coffee producers with roasters who value high-quality, ethically-sourced Ethiopian coffees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bombe Anaerobic - Premium experimental lot |
| Unit Pricing | Pay-as-you-go | Bishan Wate Washed - High-altitude washed coffee |
| Unit Pricing | Pay-as-you-go | Morke Honey - Honey processed specialty |
| Unit Pricing | Pay-as-you-go | Alo Washed - Award-quality washed coffee |
| Unit Pricing | Pay-as-you-go | Aricha Washed - Yirgacheffe origin |
| Unit Pricing | Pay-as-you-go | Debo Natural - High-altitude natural |
| Unit Pricing | Pay-as-you-go | Adamo Natural - Guji origin natural |
| Unit Pricing | Pay-as-you-go | Bele Natural - Sookoo station lot |
| Unit Pricing | Pay-as-you-go | Murato Washed - Guji origin |
| Unit Pricing | Pay-as-you-go | Bona Washed - Sidama origin |
| Unit Pricing | Pay-as-you-go | Chilaka Anaerobic - Experimental fermentation |
| Unit Pricing | Pay-as-you-go | Bombe Natural - Extended drying process |
| Unit Pricing | Pay-as-you-go | Gangeso Co-ferment - Fruit-infused fermentation |
| Unit Pricing | Pay-as-you-go | Haro Wachu Special Natural - Experimental natural |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Moii product offering
Product offeringCore offering
Moii sources green (unroasted) coffee beans directly from Ethiopian producers and sells them per pound to specialty craft roasters globally. Its portfolio spans washed, natural, honey, anaerobic, and co-ferment processed lots from Sidama, Yirgacheffe, Guji, and West Arsi, each with detailed provenance including station, producer, altitude, variety, and processing method. The company acts as a direct-to-roaster sourcing partner rather than a manufacturer or roaster.
Product overview
Moii is a specialty green coffee sourcing company that connects Ethiopian coffee producers with craft roasters worldwide. The company operates as a single product platform offering 15 distinct green coffee lots, each representing a specific Ethiopian producer, washing station, processing method, and origin. The portfolio spans washed, natural, honey, anaerobic, and co-ferment processing methods from regions including Sidama, Yirgacheffe, Guji, and West Arsi. Products are named after their origin stations or producers (such as Alo Washed, Bombe Anaerobic, Gangeso Co-ferment, and Murato Washed) and are sold directly to coffee roasters by the pound.
Differentiator
Problem solved
Functional benefit
Products and services
- Alo Washed
Companies that use Moii
Customer profileSegments1 record
Ideal customer profiles1 record
Moii technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Moii partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Alo Coffee (Tamiru Tadesse)coreMoii sources multiple lots from Alo Coffee, operated by producer Tamiru Tadesse. Alo operates several washing stations in Bensa, Sidama including Safo (Alo Main), Morke, Bashiro Gute, Murato, and Chilaka. Stations process cherries from smallholder farmers. Alo opened its first station in 2021 after Ethiopia's first Cup of Excellence competition in 2020.
- And Coffee (Samson Zi)coreMoii sources from And Coffee, operated by Samson Zi. And Coffee operates the Bombe Mountain Station in Sidama region, processing coffees from over 750 small farmers. Also operates Herefa processing station where Gangeso co-ferment lot is produced.
- Sookoo Coffee (Ture Waji)coreMoii partners with Sookoo Coffee operated by Ture Waji. Sookoo started the Haro Wachu station in Uraga, Guji in 2022 and also operates the Badeyi station in Bele village. Sookoo experiments with new processing methods to produce vibrant, fruity coffees.
- Testi Coffee (Faysel Abdosh)coreMoii sources from Testi Coffee, operated by Faysel Abdosh. Faysel purchased the Adorsi washing station in 2018, bringing in cherries from over 800 local farmers each year. Also operates Bishan Wate washing station.
- Daye Bensa (Kenean Dukamo)minorMoii works with Daye Bensa, operated by Kenean Dukamo, as part of their Ethiopian producer network.
- Melala CoffeeminorMoii sources Mararo Natural from Melala Coffee, a producer in Nansabo/Uraga region.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Moii competitors and assessment
Company assessmentDirect peers
- Sucafina: One of the world's largest green coffee traders, sourcing from multiple origins including Ethiopia and supplying specialty roasters globally. Directly comparable as a green coffee intermediary to craft roasters, though at substantially greater scale.
- Volcafe (ED&F Man): Major global green coffee trader with deep Ethiopian sourcing and direct relationships with both producers and specialty roasters. Operates the same core business model as Moii but at significantly larger scale and across multiple origins.
- Royal Coffee: Established specialty green coffee importer with strong direct-trade positioning and a large portfolio of single-origin Ethiopian and other micro-lots. Closely comparable business model to Moii, serving craft roasters with documented provenance.
- Cafe Imports: Specialty green coffee importer focused on quality, transparency, and producer relationships; serves craft roasters with curated single-origin offerings. Direct competitor to Moii in the premium green coffee segment.
- InterAmerican Coffee: Specialty green coffee importer and subsidiary of a larger commodity trader, supplying craft roasters with single-origin and experimental lots from Africa, Latin America, and beyond. Comparable as a B2B green coffee supplier.
- Ally Coffee: Specialty green coffee importer emphasizing direct relationships and quality, with a strong African portfolio including Ethiopia. Closely comparable to Moii in target customer (craft roasters) and sourcing philosophy.
- Sweet Maria's: Specialty green coffee seller focused on home and small craft roasters, offering single-origin Ethiopian lots with extensive provenance documentation. Comparable business model (direct green coffee sales) at a smaller and more retail-leaning scale.
- Origin Coffee Roasters: UK-based specialty coffee company with direct-trade Ethiopian sourcing and a green coffee trading arm serving other roasters. Comparable as a story-driven Ethiopian origin specialist trading to craft roasters.
- La Minita Coffee: Long-standing specialty green coffee importer focused on quality and producer relationships, serving roasters across the US. Comparable as a curated, relationship-driven green coffee supplier.
Emerging players
- Greenway Coffee: Smaller specialty green coffee importer with a focus on direct-trade Ethiopian and East African coffees for craft roasters. Comparable in mission and customer segment to Moii but at a similar early stage of scale.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Moii social profiles
Digital presenceMoii financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moii leadership team
Management profileNumber of profiles
Profiles1 record
Moii funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moii 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 Moii
What does Moii do?
Moii sources green (unroasted) coffee beans directly from Ethiopian producers and sells them per pound to specialty craft roasters globally. Its portfolio spans washed, natural, honey, anaerobic, and co-ferment processed lots from Sidama, Yirgacheffe, Guji, and West Arsi, each with detailed provenance including station, producer, altitude, variety, and processing method. The company acts as a direct-to-roaster sourcing partner rather than a manufacturer or roaster.
Is Moii a public or private company?
Moii is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Moii founded?
Moii was founded in 2022. It employs 1 to 10 people.
Where is Moii based?
Moii is headquartered in Saint Louis, United States, in the North America region.
How does Moii make money?
One revenue line is on record: green Coffee Bean Sales.
Who are Moii's main competitors?
Direct peers on record are Sucafina, Volcafe (ED&F Man), Royal Coffee, Cafe Imports, InterAmerican Coffee, Ally Coffee, Sweet Maria's, Origin Coffee Roasters and La Minita Coffee. Greenway Coffee is listed as an emerging player.
Does Moii have an API?
No public API is recorded for Moii.
What industry is Moii in?
Moii's product category is Specialty Green Coffee Wholesale. Its primary akta.pro industry code is AFAIAKAD, Coffee, Tea & Cocoa Trading/Wholesale, with a secondary code of AFAIAIAG, Ethnic Beverages Wholesale (Specialty/Import). Its NAICS code is 31192 and its SIC code is 2090.