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The coffee industry is broken

Join our mission to fix it.

From colonial times

The coffee industry was established during the age of colonialism and slavery, and is still one of the most striking examples of systemic global inequality and unfairness: 

Lots of money is made by companies far away from where the coffee is grown.

While the coffee producers remain poor. 

Old print showing african slaves working in coffee plantation
four hands holding four cups of coffee

Not much has changed

Every cup of coffee we consume increases global inequality.

The reason?

Most coffee grown world wide is exported as a raw material. Sold from the coffee growing countries in the South to the main coffee markets in the North.

When exporting a raw material, the value is low.

After value addition, having produced the final product found on store shelves, the value has increased. A lot.

The value has multiplied 4 or 5 times, or more.

This value increase does not benefit the producers of the raw material.

That's why we need to turn the coffee industry on its head. 

The two simple steps of our model


No middlemen


All value addition done at source
Two african farmers checking dried coffee beans

Step 1. No middlemen

Usually, coffee goes through a long chain of middlemen before finally reaching the consumer. Not all of them care too much about quality. Nor about the farmers.

Wild buys all our coffee directly from the farmer.

This allows us to have a close relationship with them, where we can focus on improving quality, sustainability and how to make a better livelihood from coffee.

No middlemen. Wild buy directly from the farmer, and sell directly to the end consumer.

The consequence:

100% farmer premium

As we eliminate the middlemen and their cut of the value, we can instead pay the farmers better.

Much better.

Wild has a policy of paying our farmers at least 100% above the minimum market price of the last five years.

This price floor acts as an insurance against fluctuating coffee prices.

In many cases, we pay even better than this minimum. The higher the quality of the coffee, the better the farmers are paid.

African coffee farmers with buyer shaking hands
Two African Roasters smiling with bags of wild coffee in the hands

Step 2. All value addition done at source

The only way to ensure maximum impact for the coffee producing countries is to do all the value addition at source, and export the final product.

No more export of raw materials.

By doing this, jobs that would otherwise not exist at source can be created. And the increased value of the final product will contribute to economic development on a far higher level than selling the raw material does.

Selling the final product directly to the end consumer creates a lot more jobs at source.

The Wild difference

This is how much more value we return to source

The Colonial Model

Coffee from the traditional value chain returns only 16% of the value to origin. The profits are made and kept in the consuming countries.

Virtually all coffee on the market follows this model.

As a result, every cup of coffee consumed increases global inequality.

The Wild Model

When all the value addition is done at source, a far larger share of the value returns to origin, supporting job creation and economic development.

Finally, coffee can have impact where it's needed the most.

4X more impact.

Certified to benefit the origin

Discover more

No more export of raw materials

For coffee to benefit the producing countries, value addition has to be done at source.

Lion's Share Certified  is our conceptual certification for value addition at source.

To be Lion's Share Certified, at least 50% of the price the final consumer pays has to go to the country of origin.

To be Gold certified, a minimum Value Return Rate of 70% is required.

french press and coffee cup on a black table

Additional Wild benefits

One African Coffee farmer smiling sitting beside a depulping machine

Fully traceable

Get to know your coffee farmer!

All our coffee is full traceable back to the individual farmer. You will know what we paid for the coffee, how much above the market price, how the farmer has benefited from the relationship with Wild - and a whole lot more.

We trace every bean of coffee from farm to cup.

This includes all steps of the value chain. The information we gather makes it possible to issue very detailed impact reports, showing precisely where the money has gone of the exact cup of coffee you are drinking.

The freshest coffee on the market

Coffee exported as raw, "green" coffee takes months to reach the destination. It is not unlikely to take up to six months from the time of harvest until it reaches the roastery.

After roasting, it takes additional weeks or months in storage and on shop shelves before it's finally purchased and can be brewed.

Wild coffee is purchased directly after harvest, and arrives at reach our roastery after only a few days.

After roasting, the coffee is instantly shipped to our customers.

No warehouse. No supermarket shelves.

Only the freshest coffee.

Open coffee bag with roasted coffee beans

Join the coffee revolution

Get a Wild coffee subscription and be part of building a better coffee world

The Supreme Collection

Our very best coffee.

Every month you'll receive a different coffee experience, sourced from the best farmers at all our different origins.

From $29.99 /month  

  • • 100% Arabica
  • • Medium / light roast
  • • Sourced from all our origins

The Signature Collection

The best of Uganda.

Choose from three different coffees, with their unique character.

From $22.99 /month  

  • • The Pearl: 100% Arabica, medium roast
  • • Dark & Wild: Arabica/Robusta blend, dark roast
  • • The Kick: 100% Robusta, dark roast

The best African coffee, directly to your mailbox

Order now to be included in our next shipment.

Subscribe now

How does our subscription work?


Choose your coffee and quantity
Don't worry about making the right choice.
Change your subscription and quantity any time.


No nasty surprises
Everything is included. We take care of shipping and taxes.


Enjoy great coffee every month
Get freshly roasted coffee directly to your mailbox once a month. Pause or cancel your subscription any time.

Directly to your doorstep from the birthplace of coffee

Shipping and taxes included

African Man hands working on mac book while drinking cappuccino

Become an office coffee hero

Let us supply coffee to your office, and have your company create impact with every cup of coffee consumed. 

Our customers gets detailed impact reports from their specific coffee consumption.

Hand holding a bag of wild coffee when opening the coffee subscription box

From the farmer straight to your mailbox

No middlemen. Just great coffee.

- Great for the farmer: they are assured to get at least 100% above the five year historic lowest price.

- Great for the origin: the coffee you drink contributes to job creation and economic development.

- Great for you: You get the best African coffee. Fresh, fair and wildly good!

100% African

Directly from the birthplace of coffee

4X More Impact

Where it's needed the most

Detailed Impact Reports

See the precise impact of your coffee consumption

Only The Best

From the continent's best farmers

Do you want to be a coffee SUPERHERO?

Help us grow faster - and get free coffee

Get our prepaid coffee subscription

When you order a prepaid subscription, the money you pay upfront help us scale faster.

Instead of us having to go looking for outside investors, you are  becoming a seed investor in Wild.

As a thank you, we give you free coffee!

Choose between 6, 12 and 24 months. Get up to two months FREE.

I want to be a SUPERHERO

Read more on our blog