Millions of people worldwide enjoy their first cup of coffee every morning. However, few take a moment to consider the individuals who pick the beans, particularly the women who cultivate the farms and the challenges they encounter in the industry. One such woman is Eva Muthuuri.
Growing up on a coffee farm in Kenya, she witnessed the relentless work of women in the fields who aimed to support the coffee industry yet remained largely unrecognised. Despite their hard work, they were often overlooked, underpaid, and undervalued. Today, as the founding director of Eva’s Coffee Limited, Muthuuri is changing this narrative.
“When the call came for us to shift from aid to trade, I asked myself, ‘What does Kenya have that the world needs every morning?’ The answer was clear—a cup of coffee.”-Eva Muthuuri, Founder of Eva’s Coffee Ltd.
Eva’s move from policy to plantations
Muthuuri’s journey into coffee entrepreneurship was not straightforward. Before entering the agricultural sector, she had a successful career in public health. She authorised Kenya’s Ksh4 billion ($30.9 million) Free Maternity Policy, significantly reducing maternal deaths. She also collaborated with global organisations such as the World Bank and the UN to address international development challenges.
She was making a difference, but something kept pulling her back home. Muthuuri realised that true empowerment isn’t just about formulating policies but economic freedom. And for the women in her community, that freedom was rooted in coffee, the crop that had funded her education.
So in 2013, she took a bold step, leaving the world of policy to create Eva’s Coffee Limited—a company dedicated to producing world-class coffee while empowering the women behind it.
“I established Eva’s Coffee to connect women producers to global markets and unlock economic opportunities for them,” she told Forbes.
Today, Eva’s Coffee supports over 600 women farmers, ensuring they receive fair prices, training, and access to international markets.
More than just coffee
The vision doesn’t stop at coffee production for Muthuuri. She has introduced AI-powered breast cancer detection in rural areas, hosted medical camps, and championed climate resilience to safeguard farmers’ futures.
“A sick farmer cannot deliver even a kilo of coffee,” Muthuuri says.
Her company partners with the United States African Development Foundation (USADF), International Trade Center (ITC), and Afreximbank to provide women with microloans, grants, and export training. Beyond financing, she pushes for gender-sensitive policies, equal land rights, better financing options, and more assertive female representation in decision-making.
She is planning to establish a Coffee Tourism Eco-Lodge that will offer visitors an immersive experience of the journey of Kenyan coffee, from the plantation to the final brew. This ‘farm-to-cup’ initiative will showcase the coffee-making process and serve as a training centre, equipping women and young farmers with valuable skills.
Additionally, Eva Muthuuri is leveraging global attention from countries such as Switzerland, the USA, and Germany to expand exports and elevate Kenyan women’s coffee internationally.
Eva Muthuuri, founding director of Eva’s Coffee Limited, is transforming agriculture by empowering women and connecting them to global markets. Through award-winning coffee production and programs supporting hundreds of local Kenyan farmers, Eva champions gender equality and sustainable practices. With plans for a coffee tourism Eco-Lodge and advanced farmer training, Eva’s vision ensures her legacy will continue to uplift communities and inspire change.
1.Can you share the journey of Eva’s Coffee, from its inception to where it is today? What inspired you to venture into the coffee industry, particularly as a woman in agriculture? Eva’s Coffee Limited is a company dedicated to empowering women in agriculture. When the call came for us to shift from aid to trade, I asked myself, “What does Kenya have that the world needs every morning?” The answer was clear—a cup of coffee. With a passion for gender equality, I established Eva’s Coffee to connect women producers to global markets and unlock economic opportunities for them.
Before venturing into agriculture, I authored Kenya’s Ksh 4 billion President’s Free Maternity Policy, significantly reducing maternal deaths. Today, Eva’s Coffee supports over 600 women farmers, produces award-winning coffee, and advocates for women’s inclusion through platforms like the International Women’s Coffee Alliance Kenya Chapter.
Our work has earned recognition from The African Women’s Entrepreneurship Program (AWEP) and featured on CNN, showcasing our role as a progressive company embracing the African Continental Free Trade Agreement. Eva’s Coffee is about more than coffee—it’s about creating opportunities and making a lasting impact.
2.Empowerment seems to be a core value of Eva’s Coffee. Could you elaborate on the initiatives or programs you have in place to support and uplift other women in agriculture? Empowerment is at the heart of everything we do at Eva’s Coffee. Supporting and uplifting women in agriculture is not just a value but a commitment that drives our initiatives and programs.
We provide training in sustainable farming techniques to help women produce high-quality coffee and access better yields and prices. Through partnerships with organizations like the United States African Development Foundation (USADF), International Trade Center (ITC), Afrexim Bank, and Absa Bank, we offer women farmers access to microloans, grants, and essential farming inputs, enabling them to expand their businesses and improve their livelihoods.
As a 3P company (Profit, Planet, People), we prioritize climate resilience and advocate for women’s inclusion in the coffee industry through platforms like the International Women’s Coffee Alliance Kenya chapter. We also connect women to global markets, providing export readiness training and market linkages.
Health is another critical area we focus on because, as I always say, a sick farmer cannot deliver even a kilo of coffee. Through partnerships with Vectogram Health, we’ve introduced Artificial Intelligence (AI) breast cancer detection and supported farmers through medical camps.
Through these initiatives, we are not only equipping women with the tools and opportunities they need to thrive but also creating a ripple effect of empowerment that strengthens communities and paves the way for a more inclusive and equitable agricultural sector. 3.Agriculture accounts for approximately 21% of Africa’s GDP, and women make up 60-80% of agricultural labor. However, with the sector being largely informal, women are not able to earn decent living wages and often remain in poverty despite their contributions. What actions can be taken to promote women’s economic power in the agriculture sector? To promote women’s economic power in agriculture, several actions need to be taken.
First, ensuring equal land rights and inheritance for women is critical, as land is a fundamental asset that provides security and leverage for sustainable investment. Access to finance and credit is equally important, allowing women to invest in their farms without the need for land as collateral. Tailored training programs can enhance women’s agricultural skills and knowledge. Facilitating market access and value-addition opportunities can help women sell their produce at better prices, while policies that address gender disparities and promote women’s representation in decision-making are essential for long-term change. Investing in climate-resilient practices, modern technology, and support networks—such as childcare and healthcare—can further empower women by reducing the risks they face.
4.Gender inequality and poor representation of women in decision-making roles remain a significant barrier to women’s economic power through agriculture. What are some of the drivers of inequality and what opportunities do you see for African countries to address these barriers, including through gender-sensitive policies?
I have witnessed firsthand how gender roles, limited mobility, and unequal access to resources hinder many women from fully participating in this critical sector. Institutional barriers, such as discriminatory laws, lack of representation in decision-making roles, and inadequate education and training, exacerbate these inequalities. Economic factors like wage gaps, limited access to credit, and unequal land ownership further prevent women from achieving economic independence.
To address these challenges, we need gender-sensitive policies that reform discriminatory laws, promote women’s land rights, and ensure equitable resource access. Capacity building through education, leadership training, and access to technology can empower women while improving access to credit and financial services and supporting entrepreneurship can boost their economic power. Fund allocators must intentionally address gender bottlenecks, such as the lack of land or vehicles as collateral. Advocacy and partnerships with governments, international organizations, and research institutions are also essential for driving systemic change.
By tackling these barriers and embracing these opportunities, we can create a more equitable and sustainable agricultural sector that uplifts women and promotes their economic independence, enabling them to contribute to the broader economy.
5.What are your plans for Eva’s Coffee? How do you envision further supporting women in agriculture and continuing to create a positive impact through your work? At Eva’s Coffee, we’re proud to be a local roaster and distributor, sourcing directly from women groups in coffee cooperatives and providing roasted coffee for the local market. Looking ahead, I envision Eva’s Coffee becoming a hub for coffee tourism through the creation of an Eco-Lodge. This lodge will offer tourists a unique ‘farm to cup’ experience, showcasing the journey of coffee while promoting our high-quality products.
Beyond tourism, the Eco-Lodge will also serve as a training center for farmers, with a special focus on empowering women and youth through good agricultural practices (GAP). This initiative aims to strengthen their expertise and create opportunities for economic growth. The Eco-Lodge is more than a business expansion—it’s a vision to institutionalize our impact, ensuring that Eva’s Coffee outlives its founder by building platforms to nurture the next generation of agricultural development champions.
Officials from the Kenya Exports Promotion and Branding Agency (Keproba) sample processed coffee at Meru Central Coffee Cooperative Union offices on May 17, 2023.
Initiatives by the Meru Central Coffee Cooperative Union (MCCCU) to involve more youth and women in coffee farming to address succession challenges and declining production. One such initiative is ‘Youth in Coffee’, which encourages young individuals like Muthuri Muriungi, who recently received 100 coffee bushes from his parents, to engage in coffee cultivation. Muriungi anticipates earning up to Sh300,000 annually from these bushes.
Approximately a decade ago, MCCCU launched the ‘Women in Coffee’ program to involve more women in coffee farming. This initiative led to significant success, with Kathera Farmers’ Cooperative Society’s annual production more than doubling from 200,000 kilos to over 503,000 kilos, largely due to the participation of about 300 women farmers.
Officials form the Kenya Exports Promotion and Branding Agency sample coffee
Building on this success, the cooperative is now focusing on youth involvement, aiming to increase production to over one million kilos annually by 2025. Supported by the GIZ Coffee Innovation Fund, the initiative plans to form youth groups to engage in environmental protection, transportation of coffee and inputs, and the promotion of good agricultural practices. Parents are also encouraged to allocate coffee plants to their children to foster early involvement in coffee farming.
The article highlights that engaging youth in coffee farming is seen as a strategy to secure the future of coffee production in Kenya, a major foreign exchange earner for the country. By involving more young people, there is potential to increase exports and enhance the use of technology in coffee farming.
According to the Coffee Directorate, Kenya produced over 51,000 tonnes of coffee in 2022, up from 34,000 tonnes in 2021.
The coffee industry is more than just a global market—it’s a complex ecosystem involving farmers, cooperatives, roasters, retailers, and consumers. Yet, despite its importance, many coffee farmers remain on the margins, receiving limited financial benefit from their hard work. At E-Logistics Limited, we are driven by one mission: to create a fair and gainful coffee value chain that uplifts everyone involved. From farmers to buyers, we believe in the power of collaboration to make the coffee industry more equitable and sustainable.
Empowering the Coffee Industry: Developing Skills and Building Leaders
E-Logistics Limited is committed to empowering individuals within the coffee sector, especially the farmers who are the backbone of the industry. By offering specialized training programs, we aim to equip coffee farmers and cooperatives with the skills necessary to thrive in today’s competitive global market. Whether you’re an aspiring coffee entrepreneur or a cooperative leader, our goal is to help you become a true captain of industry in the coffee world.
Strategic Partnerships to Drive Growth
To ensure that the coffee value chain is not only fair but also sustainable, E-Logistics Limited has formed a variety of strategic partnerships. These include alliances with banks, cooperatives, embassies, and HORECA (Hotels, Restaurants, and Cafes) both locally and internationally.
Market Penetration Through HORECA: We actively collaborate with top chefs and leading HORECA players to capture key markets. These partnerships not only elevate the coffee experience but also build lasting relationships with influential buyers.
Global and Local Partnerships: Working with organizations like the International Women’s Coffee Alliance (IWCA), the Specialty Coffee Association (SCA), and global roasters, we ensure that the farmers’ hard work is recognized and rewarded globally.
Building the Brand Locally: Through partnerships with local coffee shops, we empower buyers to build the Eva’s Coffee brand and showcase it to the local consumer market. This approach not only strengthens brand visibility but also builds customer loyalty to ethical and sustainable coffee.
The Power of Collaboration: Partnering With Banks and Institutions
Collaboration is at the heart of our strategy. E-Logistics Limited works closely with financial institutions such as Afrexim Bank, offering tailored training for cooperatives and SMEs to help them navigate the complexities of the coffee business.
Building Financial Literacy for Co-ops and SMEs: Through these partnerships, we help coffee cooperatives and small businesses gain access to the resources they need to grow, ensuring that the economic benefits of coffee production are shared more equally.
Strategic Institutional Partnerships: We also work with leading organizations like KEPSA, KNCCI, KEPROBA, KAM, and major banks such as Equity, Stanbic, and APS Bank. These partnerships are instrumental in driving innovation and creating financial support systems that benefit all stakeholders in the coffee value chain.
Supporting Women and Environmental Sustainability
E-Logistics Limited places a strong emphasis on promoting gender equity and environmental sustainability. We work with cooperatives that focus on empowering women farmers and highlight their significant contribution to the coffee industry. Additionally, our brochures and pitches promote environmentally sustainable practices that ensure the long-term viability of coffee farming.
Co-op Support: By working closely with women’s cooperatives, we ensure that women in coffee are not left behind. Our brochures and materials celebrate their contributions and work to create more opportunities for them within the coffee industry.
Sustainability Initiatives: Our pitches also include plans for environmental sustainability, addressing the need to protect the land on which coffee is grown, while promoting organic and sustainable farming practices.
Building a Strong Coffee Business with Transparent Pricing
For farmers to thrive, they need access to transparent pricing. E-Logistics Limited is focused on building comprehensive price lists and catalogs that empower farmers with knowledge of market conditions. This transparency ensures that farmers receive a fair price for their coffee, creating a more equitable coffee supply chain.
Conclusion: A Fair and Gainful Coffee Value Chain is Possible
At E-Logistics Limited, we believe in the potential of the coffee industry to uplift communities, empower women, and protect the environment. By collaborating with stakeholders across the entire value chain— from cooperatives and farmers to banks, coffee shops, and international buyers— we are creating a more equitable future for all.
Whether you’re looking to develop your skills in the coffee industry or build meaningful partnerships, Eva’s Coffee is here to guide you on your journey. Join us in making the coffee value chain fairer, more sustainable, and gainful for everyone involved.
Discover More About Our Coffee Vision Visit evascoffee.co.ke to learn more about how we’re transforming the coffee industry, one cup at a time.
Coffee is a global staple, yet behind each cup lies a complex network of ethical and social challenges. As coffee lovers, understanding these issues helps us make informed choices that support a more sustainable future. At Eva’s Coffee, we’re committed to addressing these challenges head-on, ensuring that our coffee not only tastes good but also does good.
1. Fair Compensation for Farmers
Smallholder farmers often receive inadequate compensation for their labor, largely due to market fluctuations and intermediaries. At Evas Coffee, we prioritize fair trade practices and direct trade relationships, ensuring that farmers receive a fair price for their hard work. By choosing our coffee, you contribute to a more equitable industry.
2. Environmental Sustainability
Coffee farming can have significant environmental impacts, including deforestation and soil degradation. We actively promote sustainable farming practices, such as agroforestry and organic farming, which protect biodiversity and reduce environmental harm. Eva’s Coffee is also committed to supporting climate-resilient initiatives to ensure the future of coffee.
3. Gender Equality in Coffee Production
Despite women providing the majority of labor in coffee production, they often remain in lower-paying, non-managerial roles. Eva’s Coffee supports initiatives that empower women in the coffee industry, offering training, education, and leadership opportunities to close the gender gap.
4. Workers’ Rights and Social Responsibility
Many coffee workers face poor working conditions and low wages, with child labor remaining a concern in some regions. Eva’s Coffee is dedicated to ensuring that our supply chain respects workers’ rights, providing fair wages, safe working conditions, and a commitment to social sustainability.
Conclusion
By choosing Eva’s Coffee, you’re not just enjoying a delicious cup of coffee—you’re supporting a movement towards a more ethical and sustainable coffee industry. Together, we can make a difference in the lives of coffee farmers and their communities.
Join the Movement
Make your next coffee purchase a choice for good. Shop Eva’s Coffee and be part of the change today.
About Us
Eva's Coffee is Specialty coffee made from pure ARABICA Coffee grown in Kenya Coffee Belt at altitudes of between 1200 meters to 1800 meters above sea level.
