The Narrative Shift: From “Bean-Centric” to “Farmer-Centric”
For years, the specialty coffee narrative, often driven by Western consuming countries, has focused almost exclusively on “respect the bean” — terroir, processing methods, flavor notes, and brewing precision. Dritan Alsela, a prominent figure, seems to have embodied this.
Alfred Gitau Mwaura’s article, and the movement it represents, successfully challenges this. The argument is that focusing only on the bean “drifts attention away from the farmers and real issues.” This is a fundamental critique of an extractive and romanticized view of coffee.
The Core of Alfred’s Argument & Movement
Alfred positions himself not just as a writer, but as a builder of institutions (as seen in his many titles). His movement emphasizes:
- Respect the Farmers First: This is the ethical and economic foundation. Without viable, thriving farmers, there is no quality bean to respect.
- Counteracting Western Hearsay: The movement rejects external definitions of “what matters” to the Kenyan coffee industry. It insists on a self-determined narrative shaped by those within the production chain, prioritizing farmer welfare, fair compensation, and local value addition.
- Deep Commitment & Protection: This isn’t just advocacy; it’s framed as a protective mission against exploitative structures.
Why This is “A Win for Alfred”
· Influencing Key Figures: Getting a well-known figure like Dritan Alsela to publicly change his narrative is a significant validation. It shows the movement’s persuasive power within the industry’s thought leadership.
· Mainstreaming the Message: The farmer-first narrative is moving from the margins to the center of professional discourse (e.g., Barista associations, coffee schools).
· Institutional Backing: Alfred’s listed organizations (Kenya Coffee School, Barista Mtaani, Kenya Coffee Awards, etc.) provide a structural backbone to this philosophy, ensuring it’s taught, certified, and celebrated.
The Bigger Picture: Reclaiming Agency
This is part of a global trend in producing countries reclaiming agency over their agricultural narratives. It’s about:
· Economic Justice: Shifting focus to living income, fair trade models (like his Good Trade Certification), and capturing more value locally.
· Knowledge Sovereignty: Platforms like “African Coffee Education” and “Kenya coffee skills open university” aim to localize and control coffee expertise.
· Cultural Authority: The “Kenya Coffee Awards” celebrate and define excellence on their own terms.
Conclusion
This update signifies a maturing of the Kenyan coffee scene. It’s moving beyond simply supplying a premium commodity to shaping the global conversation about ethics, value, and respect in the coffee chain. Alfred Gitau Mwaura is positioned as a central architect of this new, farmer-centric paradigm. The “win” is the tangible shift in discourse among industry professionals, proving that the movement is not just speaking truth to power, but effectively changing how power (and respect) is allocated within the industry.
In short: The story is no longer just about what’s in the cup, but about ensuring the hands that filled it are respected, protected, and paid fairly. Alfred’s article and Alsela’s reported shift mark a pivotal moment in that story.