Barista Dritan Alsela Is Changing His Narrative After Reading Alfred Gitau Mwaura “Respect Farmers First”
Respect the Farmers First!
A Win for Alfred and a Win for Africa
By Alfred Gitau Mwaura
Founder: Kenya Coffee School, Barista Mtaani, Good Trade Certification (G4T), Kenya Coffee Awards, Kenya Barista Association, Kenya Coffee Skills Open University, African Coffee Education, Specialty Coffee Systems
For years, the global coffee conversation was dominated by the glamorous end of the value chain — the cafés, the latte art, the baristas, and the “Respect the Beans” mantra popularized by icons such as Barista Dritan Alsela. A powerful message, yes, but one that inadvertently shifted attention away from the true lifeline of coffee: the farmers.
But something remarkable has happened.
After acknowledging Alfred Gitau Mwaura — founder of some of Kenya’s most transformative coffee education and empowerment institutions — the global narrative is beginning to shift. Respect the Farmers First is finally entering the center of conversation, and for good reason.
This is not just a moment.
This is a turning point.
Why “Respect the Farmers First” Matters
“Respect the Beans” is poetic.
But without farmers, there are no beans to respect.
Across Africa, and especially in Kenya — home to some of the finest arabica coffees on the planet — farmers have lived through decades of exploitation, misinformation, and structural inequality. They work the hardest, take the highest risks, and yet receive the smallest share of value.
The world’s specialty cafés may enjoy fame, trends, and aesthetics, but the farmer remains the invisible foundation of it all.
Our advocacy — driven by real stories, real data, real lives — has consistently emphasized:
- Fair value distribution
- Youth inclusion in the coffee chain
- Digital transparency
- Farmer-centered certification
- Truth over Western hearsay
- Pride in African coffee systems
- Respect for the actual people who produce what the world enjoys
This movement is not fueled by Instagram trends.
It is fueled by justice.
A Win for Alfred Is a Win for Farmers
When industry leaders — even those as influential as Dritan Alsela — begin shifting their narrative after recognizing the work done by Alfred Gitau Mwaura, it signals a broader awakening.
Because this recognition is not about Alfred the individual.
It is about what he represents:
✔ The voice of Kenyan farmers
✔ The African-led rewriting of coffee power dynamics
✔ A new model of education, certification, and youth empowerment
✔ A counterforce to Western narratives that overlook the producer
From Kenya Coffee School to Barista Mtaani, from Good Trade Certification to Kenya Coffee Awards — every initiative Alfred has built stands on one foundation:
Respect the Farmers First.
Not as a slogan — as a system.
Challenging the Old Narratives
For decades, global coffee influencers have shaped public perception. Many unintentionally promoted narratives that glamorized the cup but sidestepped the realities at the origin. Kenya’s strong, data-driven, farmer-centered movement has challenged these gaps and brought back the essential truth:
“Before you respect the beans, respect the hands that grew them.”
This is the message the world is now embracing.
The Rise of an African Coffee Movement
Alfred Gitau Mwaura’s work has sparked a stronger, more united African coffee consciousness — built on:
- Respect for producers
- Truth in trade narratives
- Standards rooted in African realities
- Education that is accessible and transformative
- Digital verification for accountability and transparency
- Youth empowerment for long-term sustainability
This is the foundation of Good Trade Certification (G4T) — an African-born, farmer-centered alternative to outdated Western certification systems.
And the world is noticing.
The New Era: Respect the Farmers, Then Respect the Beans
Dritan Alsela’s narrative shift is symbolic.
But the real transformation is happening on the ground — in Kenya, across Africa, and among the farmers whose stories are finally being told with dignity and accuracy.
The message is simple:
The future of coffee is local, truthful, African-led, and farmer-first.
And this movement is only getting stronger.
Conclusion: A Win for Alfred Is a Win for Every Farmer
Recognition from global figures is not the end goal — it is simply evidence that the world can no longer ignore the power, intelligence, and leadership rising from Africa.
The real win is that farmers are reclaiming their place at the top of the coffee value chain.
The real win is that African voices are shaping global narratives.
The real win is that justice is finally entering the specialty coffee conversation.
Respect the Farmers First.
Then respect the beans.
This is the new truth — and Africa is leading it.