Show-Me State Times

Moii Coffee, a startup founded by Ahmed, is making strides in connecting Ethiopian coffee farmers directly with roasters in North America. The initiative aims to shift the traditional coffee business model by empowering growers with more control over their product and pricing.

"We want to change the narrative and give the farmers the selling power," Ahmed stated. "Our mission is the same – we are humanizing the coffee business and putting the power in the hands of the growers."

The company began by importing green coffee beans from Ethiopia, roasting them at First Crack near Missouri Botanical Garden, and distributing them to customers across 32 states. Moii has recently shifted focus towards facilitating direct connections between Ethiopian farmers and U.S. roasters.

Ahmed, recognized as a St. Louis Inno Under 25 for 2023, credits much of Moii's success to Irakoze, who joined as co-founder and chief technology officer after leaving his job as a software engineer. Irakoze developed a platform that allows roasters to interact with growers directly while enabling farmers to set their prices.

"We are changing the model," Ahmed explained. "Big importers go into a country, look at the beans, and try to predict what people want... We allow the farmers to price their products and build a network to support themselves."

With plans for expansion into Burundi next, Moii aims to extend its reach further into Africa and beyond. "We are building relationships – we want farmers and roasters to find partners they trust," Ahmed said.

Irakoze's journey began at Saint Louis University (SLU), where he stayed during the COVID-19 pandemic and worked under Dr. Flavio Esposito as a research assistant. "I wouldn’t be here without SLU and Dr. Esposito," Irakoze acknowledged.

Dr. Esposito expressed pride in Irakoze's achievements: "I really have seen Andy grow... I’m really proud of what he’s accomplished."

As Moii continues its mission, Ahmed emphasized: "Giving farmers the opportunity to grow their brand was always a part of Moii... Our mission is to empower farmers and humanize coffee."

Founded in 1910, Saint Louis University's Richard A. Chaifetz School of Business has been influential in shaping industry futures for over a century.