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Quality coffee, with true social impact.

Bye, bye colonialism. These coffees are roasted in the countries of origin. This means a fairer allocation of money along the entire value chain. Learn more below.

Known from:

The Problem of the Coffee Industry

Virtually all the coffee in the world leaves its place of origin as raw material. The roasting process is the biggest mark-up, which happens in the consuming countries. This leads to an inequitable distribution of profits.

Most of the money is kept where we consume coffee, and not where we produce coffee. That’s not right.


Of coffee-producing countries still depend on financial aid.

The World Bank

a pile of raw coffee bags


Of coffees are imported to consuming countries as raw material.

ICO, Coffee Development Report 2019

a close up of a plant with coffee beans on it

+380k minutes*

Are spent farming and processing coffee, while roasting takes only about 20 min.

*approximately 9-10 months

To this day, only about 15% of the total value stays with producers. With Coffee Annan, about 50% of the value remains in the producing countries.*

*Note: Some countries charge heavy taxes on roasted coffee. This is not included here. Germany, for instance, charges 2.19 €/kg as coffee tax.
Stays in Africa
Stays with Coffee Annan
Green Coffee (incl. weight loss)
Packaging, labeling, palettising
Transport and export fees
Reforestation in Fogera
Operations (Salaries, Warehouse, IT, etc.)
Sales and marketing

Roasting at the country of origin is packed with benefits.

a person holding a cup of coffee

Higher quality — For you.

After hundreds of coffee tests, we chose only the highest graded. For our office coffee, we focus on enhancing its natural sweetness with chocolate and nut aroma.

a group of small plants growing in a pot

More sustainable — For the planet.

Organic farming has a positive impact on our climate. We put a strong focus on agroforestry to foster biodiversity and carbon sequestration.

a woman drinking coffee from a cup

Transparent and fair — For everyone.

By working directly with farmers, we ensure that a larger portion of the profits from coffee sales go back to the communities where the coffee is grown.

Shop coffee, but with true social impact.

Help us to increase the value that remains in coffee producing countries.

a close up of a coffee brewer

Coffee Annan isn’t just another coffee company.

We envision a world where every consumer rests assured that their products are ethically sourced, contribute to equal opportunities and foster the change our world needs.

Coffee, but different

Roasted where farmed. This is trade on eye level and without colonialism.

Supporting agroforestry

Agroforestry not only reduces CO2 emissions and has socio-economic benefits, it also helps improve water and air quality, soil health and wildlife habitat.

Socially Responsible

Become a part of the roasted-at-origin movement and give producers the valuation they deserve.

“The concept of roasting-at-origin is an amazing one and one that benefits all stakeholders along the coffee value chain.”

Anna Nabude

Coffee Producer — Uganda

Changing your coffee could have a huge impact.

When you join our Roasted-at-Origin initiative, you help us increase the value that remains in coffee producing countries by at least 300%.

Establish fair salaries and economic growth by providing access to new markets (Europe)

Create new jobs in developing countries

Foster sustainable agriculture practices and contribute to a circular economy

Equally distribute value creation along the coffee value chain

Fight colonialism, inequalities and empower women in farming

Anna Nabude

Coffee Producer
Kampala, Uganda
Read more

The concept of roasting-at-origin is an amazing one and one that benefits all stakeholders along the coffee value chain.

Our family has been producing and exporting green coffee for decades, but this mostly benefits traders, factories and multinationals and the percentage that is going to the farmers is really small. Therefore farmers have very little incentive to improve their processes or the quality of their coffees.

On the other hand, with Coffee Annan buying direclty from farmers and working with local processors, roasters and suppliers, I think that gives back a lot and supports the development of all involved parties.

Consequently, adding to the economy of the country at the same time. So yeah, it’s a really cool concept.


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Why is the coffee roasted in the countries of origin?

At the moment 99% of the coffees are shipped as raw material. The consequence is that 90% of the producing countries are dependent on financial aid. We believe that keeping as much value creating steps as possible in the countries of origin will help countries like Ethiopia to become self-sustained. That's why we are building a platform with coffee producers to enable the trade of real products instead of raw materials.

What about the quality?

We source specialty coffees, which belong to the best coffee's money can buy. All our partners are well-trained coffee experts. Our coffees are carefully drum-roasted according to our Coffee Annan specifications.

Is your coffee good?

Sure thing it is. We put a lot of love and energy in the product development. We tested many hundreds of different coffees until we were happy with our office coffee. It took us nearly 2 years to find our office coffee.

Why do we need Coffee Annan to buy roasted coffee from producers?

Honestly, you don't need us for that. Our mission is to help coffee countries to become more independent. We are happy if you decide to drink roasted-at-origin coffees, even if you don't use our service. However, part of our service includes a crowd-shipping that allows us to negotiate better shipping deals. So probably, the transfer will be cheaper with us ;) By the way, our service also includes green bean sourcing, product development, quality management, import, and export and the extra portion of love we put in every bag.

Do I see where our money flows?

Absolutely. We disclose all our buying prices.

What if our coffee volume changes every month?

Three days before a subscription is renewed, you get a notification. So, you can easily manage your subscription and change the volume with every order. This is also possible for the SAVE subscription. Our team can consult you anytime.

How does multiple location shipping work?

You need to ship to different locations? No problem. From the Coffee Annan dashboard, you can handle all your locations easily. You decide if you get one invoice for all locations, or a separate invoice for every single one.

Where do you ship?

We ship to the entire European Union, Switzerland and Liechtenstein. We partner with DHL, DPD, GLS, Fedex and Swiss Post to provide you a fast and reliable service.

How does the office supply work?

We have a FLEX and a SAVE subscription. For the FLEX subscription you are charged monthly, but you can pause, change or cancel your subscription anytime. The SAVE subscription gives you a 10% discount on every order. You are charged monthly for 12 consecutive months until the subscription renews. Five days before a subscription is renewed, you get a notification. So, you can easily manage your subscription in your dashboard and find all invoices in one place.

Is your coffee Fairtrade?

Even better. We follow a direct-trade model. We visit farmers regularly and we only buy gourmet beans. The sourcing of high-quality coffees allows us to pay premium prices, which are always above the Fairtrade price. We believe this model is more efficient than the label industry and enables us and the farmers to shape the future together.‍