The decline of global coffee prices has pushed many producers below the global extreme poverty line. Coffee farmers receive a tiny fraction of the retail price, earning an estimated 2% of the entire value chain.
Just Know Your Coffee Cup (JKCC) sells graded green beans to local and international exporters and ground roasted coffee to local purchasers. JKCC empowers farmers by increasing their collective bargaining power to cut out the middleman and access export markets to attain the best market price for their coffee. It provides training to improve productivity and uses the proceeds of the higher prices to tackle social and infrastructural issues.
JKCC’s work directly contributes to more than 3,600 farmers' incomes and livelihoods.