Joro Coffee Is a New Bold Brand Rooted in African Heritage and Farmer Empowerment
Every coffee ritual deserves the perfect blend—and Joro Coffee is here to deliver just that. Inspired by Africa and crafted for coffee lovers worldwide, this brand is more than just a beverage; it’s a celebration of heritage, resilience, and sustainability.
A Story Brewed in History
At the heart of Joro Coffee is Mukurima Muriuki, a second-generation Kenyan coffee farmer now based in Los Angeles. As co-founder, Muriuki brings both passion and purpose to the brand, drawing inspiration from his grandfather’s experiences under colonial rule in Kenya.
"My grandfather, whom I am named after and under whose tutelage I grew up, used to share shocking stories of life under a dehumanizing colonial system,” Muriuki recalls. “Africans were expected to provide free labor on settlers’ farms and were denied education. But after independence—Uhuru, as we call it in Kiswahili—they finally gained access to land and could grow crops like coffee to earn a living.”
Yet, decades later, many small-scale African coffee farmers are still struggling. Despite producing some of the world’s most sought-after coffee, they receive only a fraction of its true market value due to an exploitative supply chain.
Joro Coffee: A Commitment to Fairness and Quality
Determined to change this reality, Joro Coffee is built on three key pillars:
Authenticity – Sourcing premium coffee from Kenya and other African regions, ensuring every sip tells a story.
Fair Trade – Championing ethical sourcing and ensuring farmers receive a just share of their labor.
Cultural Influence – Each blend is inspired by African music, traditions, and vibrant flavors that make the continent unique.
By bridging the gap between small-scale farmers and global consumers, Joro Coffee isn’t just selling coffee—it’s redefining what it means to enjoy a truly meaningful cup.
As coffee lovers around the world embrace their daily rituals, Joro Coffee invites them to experience not just great flavor, but a deeper connection to the origins of their brew.