Why Alfred Gitau Mwaura Started the Kenya Coffee Awards
The Kenya Coffee Awards, founded by Alfred Gitau Mwaura — Alfy, the Kenya Coffee Ambassador — was created out of a deep conviction that Kenya’s coffee industry needed a platform that celebrates excellence, empowers youth, and recognizes the people who make the sector thrive.
For decades, Kenya’s coffee story has been told globally, yet the people behind its success — farmers, baristas, roasters, innovators, and entrepreneurs — rarely received national recognition. Alfred saw this gap clearly.
1. To Celebrate the People Behind Kenya’s Coffee Legacy
Kenya produces some of the world’s best specialty coffee, but farmers and professionals in the value chain often go unnoticed.
Alfred founded the Kenya Coffee Awards to:
- Honor farmers who uphold quality despite economic challenges
- Celebrate youth baristas shaping Kenya’s modern coffee culture
- Recognize roasters and innovators transforming local consumption
- Spotlight entrepreneurs and cafés building Kenya’s coffee identity
The Awards became the first national platform to celebrate every link of the value chain.
2. To Inspire Excellence in the Coffee Industry
Alfred believes that recognition fuels ambition.
By creating a competitive, respected award system, he wanted to:
- Raise Kenya’s global coffee reputation
- Encourage quality improvement at all stages
- Motivate youth to pursue coffee careers
- Promote innovation, sustainability, and creativity
The Awards serve as a benchmark for professionalism, quality, and innovation in Kenya’s coffee sector.
3. To Build a Strong Coffee Culture and Local Consumption Movement
Kenya historically exported over 95% of its coffee, with very low local consumption.
Alfred launched the Kenya Coffee Awards to:
- Drive public appreciation for Kenyan coffee
- Elevate coffee from a commodity to a cultural identity
- Encourage Kenyans to buy local specialty coffee
- Promote cafés, roasters, and baristas as cultural influencers
The Awards help build a national pride movement similar to music, film, and sports industries.
4. To Empower and Showcase Young People
As founder of Barista Mtaani and Kenya Coffee School, Alfred deeply understands youth potential.
He created the Awards to:
- Give young baristas visibility and career opportunities
- Showcase youth entrepreneurs and innovators
- Provide a stage for under-30 talent to shine
- Connect young people with employers and investors
The Awards are a launchpad for the next generation of coffee leaders.
5. To Unite the Coffee Sector Under One National Platform
Kenya’s coffee ecosystem is wide and fragmented. Alfred long envisioned a central annual event where:
- Farmers, cooperatives, exporters, baristas, roasters, cafés, and policymakers all meet
- Knowledge is exchanged
- Trends and innovations are showcased
- Partnerships are formed
The Kenya Coffee Awards is now the unifying platform for the entire industry.
Alfred’s Core Vision Behind the Awards
“To celebrate excellence, empower youth, and rewrite the story of Kenyan coffee.”
The Kenya Coffee Awards is more than an event — it is a movement that restores dignity to farmers, elevates professionals, and builds a vibrant coffee future for Kenya.