Make it about the farmer

My name is Mukurima Muriuki, I am a second-generation Kenyan coffee farmer who now lives in Los Angeles and co-founder of Joro Coffee.

My grandfather who I am named and under whose tutelage I grew up, used to share shocking stories of life growing up under a dehumanizing colonial rule. According to colonial policy, Africans were meant to provide free labor in the settlers’ farms and were not accorded any education.

After attaining independence and freedom, known in the Kiswahili language as “Uhuru” Africans finally had access to the land once controlled by colonial powers. For the first time, Africans could grow crops like coffee, earn a livelihood, and better their lives. 

Today, sadly, most small-scale coffee farmers have yet to taste the true “Uhuru” of their labor. Despite African coffee being one of the most highly sought-after coffees in the world, the farmers do not get a fair share of the market value because the supply chain process is rigged against the farmer. 

Afrobeats. Coffee. Love.

Inspired by the infectious beats of Afrobeats music and the aromatic allure of freshly brewed coffee, Joro brings together two passions in perfect harmony. Our commitment to authenticity extends from the music we love to the coffee we brew. We travel across the continent, forging partnerships with local farmers who share our dedication to quality and sustainability. By ensuring that every farmer receives a living wage, we empower communities and promote economic growth, one cup at a time.

Joro is more than just a coffee company; it's a cultural movement, a rhythmic journey through the soul of Africa.

Our Mission

At Joro Coffee, we believe that every cup of coffee should tell a story of fairness, quality, and cultural richness. Inspired by the rhythms of Afrobeats and the dedication of African coffee farmers, we are committed to ethically sourcing the finest beans from Africa’s high-altitude regions. By ensuring farmers receive a living wage and embracing sustainable practices, we craft coffee that not only tastes exceptional but also uplifts communities and the planet. Joro Coffee is more than just coffee—it’s a movement to redefine how the world experiences African coffee.

Our Core Values

  1. Fairness & Ethical Sourcing – We prioritize transparency and fairness in the coffee supply chain, ensuring that African farmers are compensated with a living wage.

  2. Sustainability & Responsibility – Our commitment to compostable packaging and eco-conscious practices ensures that our impact on the planet is a positive one.

  3. Quality & Craftsmanship – We source only the highest quality, hand-harvested coffee from Africa’s best coffee-growing regions, delivering premium taste and experience.

  4. Culture & Connection – Just as Afrobeats has become a global movement, we aim to elevate African coffee on the world stage, celebrating its heritage and the people behind it.

  5. Giving Back – Through our Toys for Tots initiative, we donate proceeds to provide toys for Kenyan children, spreading joy and opportunity beyond the coffee cup.

  6. Exceptional Customer Experience – Every interaction with Joro Coffee should reflect excellence, from the way our coffee is sourced and packaged to the way it reaches our customers.