+ What is your name?

Michael

+ Are you submitting as a team or as an individual?

Team submission

+ Where are you located?

Switzerland

+ In one sentence, tell us about your idea.

We offer a sustainable coffee journey that takes the traveller to Ethiopia, the cradle of coffee and enables them to meet coffee farmers personally.

+ Describe your ideal collaborative partner or partners.

My ideal collaborative partners would find travellers for our coffee journey.

+ What is the most immediate or most pressing challenge you're facing right now?

We already find travellers among our coffee customers in Switzerland but we want to open the coffee journey up to other people as well.

+ What is it about your idea that makes you feel good?

That we create a direct bridge between coffee drinkers and coffee farmers enabling personal growth and understanding on both sides.

+ What makes your idea innovative? Why has no one ever done it before?

We call it "Fairtrade 2.0": The coffee journey is for us a tool to provide much more transparency than a fairtrade or organic label. Our customers know that real people have met the coffee farmers an seen the mountain forests in which our coffee grows.

+ Who will benefit the most from your idea?

The coffee farmers because we promote their coffee through the coffee journey. And they make their living with the coffee.

+ Ideally, when would you launch this idea?

I've already launched my idea

+ Indicate which UN goals your idea relates to?

Responsible Consumption and Production Decent Work and Economic Growth No Poverty Climate Action

+ At Sigmund, we are interested in ideas at the intersection of People, Planet, and Profit. How does your idea relate to these three categories?

Our coffee journey is part of www.directcoffee.net our sustainable coffee startup that imports coffee directly from smallholder farmers in Ethiopia. With a part of our income we implement social projects for the communities. Forest coffee protects the natural mountain forests in Ethiopia and needs neither pesticides nor irrigation. It has a very small climate footprint and we compensate the little that is there.

+ Your website URL

https://directcoffee.net/en/true-sustainability/coffee-journey/