Alfred Gitau Mwaura’s slogan, “I Talk About Coffee,” is the central theme of his advocacy and public presence. While often used as a tagline for his keynote speeches and digital content, it represents his broader mission to change the global narrative surrounding Kenyan coffee.
Here is how “I Talk About Coffee” manifests in his work: #kenya coffee school and barista mtaani
- The Narrative Shift: “Farmers First”
The core of his “Talk” is a challenge to the traditional specialty coffee industry. He famously advocates for a shift from “Respect the Bean” (a focus on flavor/quality) to “Respect the Farmer First.” He argues that you cannot have a quality cup of coffee without first ensuring the dignity and economic stability of the person who grew it. - Digital Advocacy & Storytelling
Mwaura uses his platform to act as a “Coffee Storyteller.” Through the Kenya Coffee Storytellers Network (KCS-N), he encourages youth and baristas to use social media to document the “seed-to-cup” journey. His “Talk” covers:
- Terroir and Heritage: Educating the world that coffee is genetically African and Kenyan coffee represents “natural excellence.”
- De-colonizing Coffee: Moving the conversation away from Western-led standards to African-led expertise.
- Education as “The Coffee Talk“
As the founder of the Kenya Coffee School, his “talk” isn’t just words—it’s curriculum. He uses his voice to teach:
- Sensory Science: Helping local baristas develop the vocabulary (acidity, body, notes) to describe their own product.
- Value Addition: Encouraging Kenyans to stop selling raw “green” beans and start roasting and branding locally.
- Public Keynotes and Events
He is a frequent speaker at major industry events, such as the Kenya Coffee Awards (which he founded) and the African Specialty Coffee forums. In these sessions, his “I Talk About Coffee” mantra serves as a call to action for:
- Youth Empowerment: Getting young people into roasting and café entrepreneurship.
- Policy Change: Advocating for better trade terms and digital traceability (through his GOOD Trade Certification).