“We are a movement, not a company”
As one is welcomed into Motherland Coffee, you can tell that the store is someone’s dream come true, and it invites you to stay and relax, and explore this new thought-provoking place.
More than just a tasty ethical cup of coffee, and great place to hang out in Joburg – Motherland is found in the second phase of the Zone in Rosebank, and also boasts the continent’s very first energy saving Astoria coffee machine.
“The coffee machine is the heart of the business, so it was important that it was as environmentally friendly as possible,” explains owner Rob Maud.
The entire store is founded on a platform of contributing to sustainable development, and changing perceptions on Africa – sip by sip, and cup by cup – letting people know that they can be a part of change for good, by making informed choices.
Motherland draws on the good of Africa, shifting attitudes which pigeon-hole it as a continent ravaged by poverty, famine, and dictators. The new store is the first, and the owners hope to grow the concept, and possibly take it to the rest of the world.
About 70% of the coffee sold at the store is sourced from Rwanda, where Rob and business partner Seb Schneider, have visited, ensuring that fair prices are paid to the coffee producers. They are also involved in supporting a community development project, where the coffee is sourced.
The remainder of the coffee used is grown in Ethiopia.
Motherland says that Fair Trade is more that just a logo on the coffee pouches, it’s a principle that permeates all areas of the business – from the coffee producers, to the employees, and customers. “Everyone deserves a fair deal,” they emphasise.
The sad fact is that Africa’s people often do not benefit from the proceeds of their labour and natural resources. Africa’s ‘potential‘ has long been touted, but people cannot eat potential, and consumers need to be making choices that ensure the right people get the benefits.
Fair Trade goes beyond buying coffee. “It looks for opportunity and honours potential, it’s optimism and positivity, the ability to trust your gut, chase a dream, and risk a little. Importantly, its also based on sound economic logic,” outlines Motherland.
More than just serving one of the finest coffees in Africa, Motherland would like to share some ideas, introduce you to people, and start some conversations.
The store also features an alluring room, with shelves hosting “what we’re reading”, where visitors can stay and read some of the interesting books on display, or even purchase them.
Apart from the Motherland website, a blog called ‘You are the Revolution‘ has been established, where people are invited to interact and ‘be the change‘ that they would like to experience in the world.
The vision of this blog is a new Africa. “A place where resources are respected and where honour is extended to its people. A continent sought after for its vibrant heart and vivid colour, its skill and natural resources. We see an Africa that turns heads in the developed world. Africa has been sidelined, belittled and misunderstood, but Africa´s time has come. And we will speak what we know to be true, but may not always see.”
“Coffee is our heart and soul,” explain the entrepreneurs. “But our vision extends beyond the cups and beans to the source of the coffee we love – to the people that grow it, the places its found, and the continent that nurtures it. We are a movement, not a company. We want to challenge people to possibility – to open themselves to a future that looks different and to experience and accept Africa as a pioneer,”
Proud and inspired words from a proudly African and inspirational place. Best to see it first hand.
The liveeco team
