Alfred Gitau Mwaura’s “Respect the Farmer” philosophy is the cornerstone of his work. It’s a direct challenge to the global coffee industry’s tendency to romanticize the “bean” while overlooking the person who grew it.
The “Respect the Farmer First” Principles
Mwaura argues that for the industry to be sustainable, it must move beyond “Fair Trade” (which often only guarantees survival) to “GOOD Trade”. His core principles include:
- Dignity Over Charity: Farmers should be treated as essential business partners and experts, not as objects of pity or charity.
- Prosperity Pricing: Moving from “Fair Pricing” to “GOOD Pricing”—where the farmer earns enough not just to cover costs, but to invest in their family’s future, education, and farm technology.
- Value Retention: Encouraging farmers and local youth to own the roasting and branding stages. Mwaura famously notes that the further you get from the farm, the higher the profit; his goal is to bring those profits back to the origin.
- African-Led Narrative: Challenging “Western hearsay” about coffee. He believes the standards for quality and ethics should be defined by the producing countries (like Kenya) rather than just the consuming ones.
How to Attend a Talk or Training
If you want to hear Alfred speak or join his movement, the Kenya Coffee School (KCS) is his primary platform. They recently released their 2026 Calendar, and there are several ways to engage:
- Training Programs (2025–2026)
The school offers various levels of certification at their campuses in Nairobi (Ridgeways) and Thika:
- Weekend Warrior (2 days): A quick intro to barista skills (approx. KES 5,000).
- Skill Mastery (5 days): Certified barista course (approx. KES 10,000).
- Elite Barista (3 weeks): In-depth professional training (approx. KES 25,000).
- Coffee MBA / Micro-Masters: For those looking to start coffee businesses.
- Key Events
- Open Campus Days: These are great opportunities to meet the team and hear about the “Farmers First” mission. The 2026 calendar kicked off with an Open Campus on January 5th.
- Barista Mtaani Outreach: Alfred often speaks at these community-based events designed to bring coffee skills to the “street” level.
- Contact Information
To book a spot or inquire about his next speaking engagement:
- Phone: 0707 503 647 or 0704 375 390
- Email: info@kenyacoffeeschool.co.ke
- Thika Campus: Opposite Thika Gateway Plaza, Docklands Center (Offices 27 & 28).
- Nairobi Campus: Behind Clyde Motors, Ridgeways (Kiambu Road).