Our journey began with a simple goal: to become a more intentional, values-driven company. As we focused on sourcing more transparent and ethical coffees, we naturally found ourselves supporting more women producers—because supporting those who are making a difference is at the heart of what we do. This led to the creation of The Village.
Women make up 70% of the labor in fieldwork and harvesting but only own 20-30% of coffee farms. The Village celebrates women in coffee, featuring seasonally rotating selections from female producers and cooperatives, shining a light on this gender gap—and working to close it. Research shows that investing in women strengthens the entire coffee industry—women are more likely to reinvest their earnings into their families, businesses, and communities. When women farmers gain better access to decision-making and global markets, the quality of coffee improves too.
But before The Village became a reality, we had to start from within. We wanted to ensure our values were reflected in every corner of Joe, inside and out. Thanks to our VP of Coffee, Amaris Gutierrez-Ray, that work began in 2018—and it’s been growing ever since.
- 2018 — Research for the Women in Coffee Project begins, focusing on gender equity in coffee-growing regions. The Coffee Strategy Team (CST) is formed to build a sustainable, values-driven coffee program.
- 2019 — The CST establishes a vision, mission, and set of values for the coffee program. Joe Coffee releases Rwanda Ejo Heza with the Women in Coffee logo, officially supporting women producers. Joe also hosts the first Women in Coffee Project panel, supporting fundraising efforts to bring Andrea Rubí to the event and purchasing coffee from her.
- 2020 — The CST introduces a Values Matrix for new coffee purchases, emphasizing ethics and collaboration. Joe Coffee releases the second Rwanda Ejo Heza, continuing to support gender equity amid the pandemic. The company establishes an Anti-Racism Committee and integrates anti-bias training and equity measures.
- 2021 — Joe Coffee partners with a long-term collaborator, a mother-daughter farm in the Guatemala San José region, to actively promote gender equity within an existing relationship, reflecting Joe Coffee’s values and putting the values matrix into action.
- 2022 — Joe Coffee introduces a Code of Conduct for gender equity across the business. The launch of Illari Tamaya, a Peruvian coffee from a group of Quechua women, gives Joe the opportunity to deepen our understanding of entrepreneurship, particularly how women navigate business ownership, ensuring sustainable income while supporting each other. We also engage in meaningful discussions with these women during the pandemic through Caravela.
- 2023 — Joe Coffee introduces Kenyan coffees in partnership with Vava Angwenyi, supporting women-grown coffees. This year also marks the launch of Joe’s first virtual mentorship program, a six-month initiative for baristas and students in Kenya, focusing on key aspects of running a retail business and fostering a mutual learning experience. Additionally, the Ethical Business Council (EBC) is formed to uphold integrity, equity, and transparency across all roles.
- 2024 — Joe Coffee sponsors a trip to the Women-Powered Coffee Summit in Veracruz, Mexico, inviting women across the company to submit for a chance to attend. Selected individuals participate in the summit, which connects smallholder women coffee farmers with industry leaders across multiple countries to strengthen a sustainable coffee supply chain.
- 2025 — The EBC drafts a formal statement for the Joe Coffee website, reaffirming our commitment to accountability in line with our Gender & Equity Statement. The statement’s focus is on closing the gender gap in every aspect of our operations and embedding gender equity throughout the company.
Right now, The Village features Miriam Florence Aguirre Wyld de Urruela and Florence Aguirre de Fanjul from Antigua, Guatemala. Over the past two years, we’ve had the honor of working with remarkable women producers, including Rubí Sisters, Turihamwe Women’s Group, Ejo Heza Cooperative, Kapkiyai Farmers Cooperative Society Women’s Group, and the Mapendo Women’s Group. Each brings a unique story to The Village, and we’re here to celebrate their contributions.
One of the best ways to experience the work of these incredible women producers is by subscribing to The Village—ensuring you don’t miss out on any of the new selections as they’re released. Thank you for being a part of this movement and helping us create tangible, positive change for women in coffee worldwide.
