Ethos Agriculture

We consider friendship as one of the most important conditions for sustainability. It fosters commitment, care, and the openness to discuss what goes wrong, while also building the trust needed to explore new ideas, take risks, and collaborate beyond short-term interests. Last week was a celebration of these values. We were very lucky hosting an amazing group of partners and friends during our Spirit of Coffee Safari in the Kilimanjaro region, Tanzania. Being in the field together—meeting incredible cooperatives and reflecting on our role in the sector—inspired us to think about a new narrative for coffee sustainability. A narrative that moves away from linear, transactional supply chains and instead recognizes the complex system we are part of. To truly leverage this system, we need to recognize it first, and then break down the silos we operate in. We carried this spirit and ambition into the AFCA Farmer Day, which we facilitated on the first day of the conference. Hosting 100 participants—from producers and exporters to roasters, researchers, NGOs, and other partners—was an incredible celebration of the potential of the coffee sector and community. Through conversations, exposure, and shared learning, we explored what sustainability looks like when built on shared values and needs. The engagement, commitment, and sense of community we experienced throughout the day was truly inspiring and we are excited to continue unpacking and pushing this new narrative for coffee — and we welcome everyone to join us on this journey. Special thanks for the African Fine Coffees Association (AFCA) team for a wonderful collaboration and the International Trade Centre for their support to make this happen. And of course thanks for all the cooperatives, producers, exporters, and many partners for all your contributions, insights and excitement! Coffee Quality Institute T.J. Ryan Emma Sage Michael Sheridan Progreso Foundation Imke Straaten Masereka Brian Meine van der Graaf Yorick Bruins Pepper Hines JNP Coffee Jeanine Niyonzima-Aroian Renata Hardewijn Union Hand-Roasted Coffee Pascale Schuit Eric Rukwaya Pieke Abelman Bonnie van Poortvliet Elizabeth Mbau Elucid Louisa Marie Tru? Committee on Sustainability Assessment (COSA) Sylvia Calfat Matthew Himmel Juan Pablo Solís Víquez Christopher Wunderlich Volkert Mathijs Doop Stories Café - African Specialty Coffee Lars Kahnert Lisa Ryser Tariku Edema Ndumuraro Ernest Alison Streacker Gilbert Gatali and many, many more. Photo credits Sjoerd Panhuysen

A Journey Through Coffee and Culture: Marangu East RCS Coffee Safari On the 23rd of February 2025, the serene foothills of Mt. Kilimanjaro welcomed a distinguished group of coffee enthusiasts for an unforgettable Coffee Safari at Marangu East RCS. Hosted with great pride and gratitude, this gathering was made possible through the support of Ethos Agriculture and USADF ?? The day began with a moment of deep cultural reverence—a traditional Chagga prayer facing the towering Kilimanjaro, invoking blessings for the land and its people. In an extraordinary experience, attendees even had the privilege of shaking hands with the living ancestors, a rare and symbolic gesture of continuity and respect for tradition. Among our esteemed guests were roasters, buyers, and coffee connoisseurs from around the world. Together, we ventured into the fields to meet the farmers—the heartbeat of our cooperative. Their dedication to cultivating high-quality coffee was evident in every carefully nurtured plant. Back at the cooperative, we engaged in a hands-on experience, pulping, roasting, and grinding coffee the traditional way, immersing ourselves in the rich heritage of Chagga coffee craftsmanship. Beyond the sensory delights, the event was also a ground for meaningful conversations. We explored business opportunities with exporters, strategies for boosting local coffee consumption, and innovative farming and processing techniques to enhance both quality and sustainability ??.The exchange of knowledge underscored the growing entrepreneurial strides within the local coffee industry, setting the stage for a brighter future. As the day drew to a close, we embarked on a scenic hike to Kinukamori Waterfalls, a place where nature speaks in its purest form. Here, amidst the lush greenery and cool mist of cascading waters, we delved into the rich history of the Chagga people. The soothing sounds of nature and the breathtaking beauty of the landscape provided the perfect ending to an already enriching experience. ?? Indeed, the Marangu Coffee Safari was more than just a journey through coffee—it was a celebration of culture, sustainability, and the timeless bond between people and the land. As we look ahead to AFCA 2025 in Dar es Salaam, we carry with us not only the aroma of exceptional coffee but also the spirit of community and tradition that makes it truly special. #MaranguEastRCS U.S. African Development Foundation (USADF) ADC Tanzania Ethos Agriculture African Fine Coffees Association (AFCA) Pepper Hines Frederik de Vries Saurin Nanavati Sylvia Calfat Liam Brody Alison Streacker Matthew Himmel Sjoerd PanhuysenTariku Edema #CoffeeArabica #KilimanjaroCoffee #Sustainability #CoffeeEntrepreneurship

We're excited to host Farmer Day and create an inspiring, informal space for learning and connection. A big thank you to the African Fine Coffees Association (AFCA) for this wonderful collaboration and friendship. Hope you can join us for this unique conference experience centered on shared learning and meaningful connections! We feel privileged that so many of our coffee partners and friends will join us on stage, thank you: Wakuli, JNP Coffee, Union Hand-Roasted Coffee, This Side Up Coffees, Coffee Quality Institute, Elucid, Fairtrade International, Committee on Sustainability Assessment (COSA), Pieke Abelman, Christopher Wunderlich, Progreso Foundation, Blacktop Coffee Roasters, International Trade Centre and many more! See you soon! #spiritofcoffee #rethinkcoffee #celebratecoffee

We are excited and honored to host the Spirit of Coffee Farmers Day this year at AFCA in Tanzania! Join us for a day of learning, engagement, and (most of all) celebration! Throughout the event, we will: ? Explore key coffee reference tools ? Discuss a conference mindset ? Talk about common misconceptions of the EUDR ? Practice effective engagement with coffee buyers ? Review the Conference's Greatest Hits! And much more... Looking forward to seeing you in Tanzania!

There are still a few spots available to join us on a magical and inspiring Coffee Safari at the slopes of Mount Kilimanjaro. We have the honour of hosting an incredible group representing universities, NGOs, coffee buyers from the US, Europe, and Africa, and, of course, some of the best cooperatives Tanzania has to offer, along with their exceptional coffees. Please reach out to us directly or contact Alison Streacker at African Fine Coffees Association (AFCA) NEVA MILINGA Bruno Kitali Lukani Losaa AMCOS #SpiritofCoffee #rethinkcoffee #coffeesustainability #coffee #sustainability

We’re full steam ahead with preparations for the African Fine Coffees Association (AFCA) in Dar es Salaam next month! Alongside hosting 60 people (from the U.S. African Development Foundation (USADF), their local partners and grantees), we’ll be organizing the Spirit of Coffee Cooperative Lounge, MCing Farmers Day, leading a learning journey to Kilimanjaro with our partner ADC Tanzania, and much more. Today, Eric Rukwaya kicked off cupping the exceptional coffees from the cooperatives joining us. The best coffees will shine during our B2B cupping session on Thursday, Feb 27. Want to join? Let us know! Follow our page for updates and feel free to reach out for collaboration opportunities. See you at AFCA! #SpiritOfCoffee #rethinkcoffee #sustainability #coffee #eastafrica

A heartfelt thank you to U.S. African Development Foundation (USADF) and the incredible country teams for their trust and partnership since 2021! This collaboration has been a spectacular journey, giving us the opportunity to meet and support amazing cooperatives and their members across seven countries in East Africa. In this video, Saurin Nanavati shares how we embrace the “Spirit of Coffee” — what coffee means to us and farming communities, how it brings people together, and how it builds connections across the globe. We’re excited for all that’s still to come and look forward to welcoming more partners and coffee buyers to join us on this journey of coffee collaboration & celebration! ? #rethinkcoffee #coffeesustainability #coffee #eastafrica #coffeeprosperity ADC Tanzania ADC Rwanda Africa Development Co. Uganda Development Trust @umodzi conconsulting @ASOP Congo Cezam & Associates Ltd @DTC Burundi

??? Cycling Meets Coffee: The Road to Kigali (September) 2025 ???? Last Saturday, we were thrilled to attend the launch of the Power to Pedals project, which focuses on the social well-being and inclusion of young people, particularly women and girls, in the Bugesera District.?A heartfelt thank you to Right To Play, the Royal Dutch Cycling Federation (KNWU), and Embassy of the Kingdom of the Netherlands in Rwanda for the invitation to this inspiring event. At the event, we proudly served coffee from our U.S. African Development Foundation (USADF) East Africa Coffee Program, showcasing the exceptional flavours of Rwandan coffee—grown by amazing producers driving sustainable development in their communities. Cycling and coffee share a natural connection and a long history: both bring people together, are best enjoyed with good company, spark meaningful conversations, and keep us moving. This synergy is at the heart of our plans for the 2025 Kigali Coffee Festival, coinciding with the historic moment when Rwanda—and Africa—will host the World Cycling Championships for the first time ever! ?? The festival will be a vibrant celebration of: ? The incredible coffees, coffee communities, and coffee entrepreneurs of Rwanda ???? ? The exciting World Championships race and the passion of Rwanda's cycling fans ?? ? Opportunities to connect producers, buyers, and cycling enthusiasts from around the globe ?? We will be joining hands with many of our coffee partners and friends to host this Festival. And we warmly invite KNWU, Embassy of the Kingdom of the Netherlands in Rwanda, and others to collaborate with us in making this vision a reality. Much more to come, but the journey starts now—reach out to us to learn how you can be part of this exciting event! #rethinkcoffee #USADF #Cycling #Coffee #Rwanda2025 #WCCKigali2025 #Sustainability #PowerToPedals #ADCRwanda

This is an incredible opportunity to help shape the newly established VOCAL Network, a platform bringing civil society together to drive meaningful change in the coffee sector! Check it out!

Grateful for the chance to visit CEZAM, our newest champion in the USADF Coffee Program, and to meet their incredible team in person! Once again, we were impressed by their commitment and dedication to advancing coffee sustainability. Looking forward to the meaningful impact we can create together for coffee smallholders across Kenya and beyond! U.S. African Development Foundation (USADF) #rethinkcoffee