THE SAGA CONTINUES
THE SAGA CONTINUES
AND WE NEED YOU!
Hello, welcome to the Moyee rebellion. Since 2012, we have been on a mission to redesign the coffee industry and prove there is a more equitable and sustainable way to grow, roast and deliver a great cup of coffee.
In our mission to build the business model of the future, we are ready to launch our next mission.
For this we have created the Republic Of Everyone and we invite you to become a missionaut.
MISSION I
FACTORIES
By roasting in countries of origin, Moyee is helping coffee growing countries to reclaim their rightful position as equal partners in the global coffee chain.
Our FairChain model leaves 50 instead of, the industry average, 10 % of total value in country of origin.
By roasting in countries of origin, moyee is helping coffee growing countries to reclaim their rightful position as equal partners in the global coffee chain.
Roasting in countries of origin decolonizes the supply chain. creates valuable local jobs. promotes local skills and the pride that goes with it. and gives youth a future to build towards – all independent of development aid.
Moreover, local factories generate foreign currency coffee-growing economies rely on.
Our FairChain model is designed to leave 50% Of the total value – instead of the industry standard 10% – in the countries of origin
MISSION II
FARMERS
Profitable farms earning farmers a living income.
We believe a living income is a human right and over the past 10 years, Moyee has introduced many programs to achieve this. Living income is at the heart of our business model and next mission.
Profitable farms earning farmers a living income.
Millions upon millions of coffee farmers live
In poverty. In ethiopia alone some 900,000 farmers must fight each growing season for their existence while the coffee oligarchs earn absurd profits.
Coffee growers should not have to rely on government aid or a well-intentioned do-goodnik philanthropist to earn a living income.
We believe a living income is a human right and over the past 1D years, moyee has introduced many programs to achieve this. Living incomes is at the heart of our business model and next mission.<
MISSION III
FORESTS
Coffee is a huge source of deforestation.
Outlawing coffee is maybe the best thing we could do for the planet. But when grown properly, coffee can be a catalyst for positive change. But how? We unveil the first-ever coffee common in Ethiopia.
Coffee is a huge source of deforestation.
Outlawing coffee is maybe the best thing we could do for the planet. But it’s not that growing coffee is bad per se, it’s just that big coffee conglomerates grow it greedily and wrong.
When grown properly, coffee can be a catalyst for positive change. When managed properly, it can coexist with nature and provide those growing the beans living incomes. Clearly the world needs to change how it grows coffee, but how For this moyee and the fairchain foundation now unveiled a possible blueprint for the future with its first-ever ‘coffee common’ in Ehiopia. A place where, as Kate Raworth describes, we can be stewards, sharers, repairers and where we will co-create something we collectively value
MISSION III
FORESTS
Under the motto “Earning a profit while saving the planet” we have started our new mission. We believe that this could be our most important mission to date. Not only does it revolutionize the way coffee farms operate, but it also seeks to answer the question “who does a company actually belong to”.
For this mission, we’ve established The Republic of Everyone Cooperative, consolidating all our Ethiopian activities within. Now, as a passionate missionaut, you can take ownership and actively participate in building a business model aimed not just at halting deforestation but igniting a powerful movement for large-scale reforestation, all while safeguarding coffee production for future generations.
PROBLEM
POVERTY CAUSES DEFORESTATION CAUSES CLIMATE CHANGE
A few coffee multinationals dominate the trade, paying farmers minimal amounts. This drives farmers to deforest, planting monocrops which exhaust the land. As a result, these farmers remain dependent on aid.
Contrarily, coffee naturally flourishes under forest canopies in biodiverse settings. We offer a solution to shift the trade back to these farmers, promoting sustainable practices and independence.
SOLUTION
LET'S ENSURE WE HAVE A PLANET TO BREW COFFEE ON
We’re done with talking about problems; it’s time to challenge the orthodoxy and demonstrate that change is not only necessary but also within reach.
Our 21st century economic objective is to strike a balance between private wealth and public wellbeing. Coffee consumers and coffee producers work together as collaborators not as competitor. Ownership become taking ownership, not just for yourself but for the collective.
Forget the doom and gloom, friends. It’s time to show the world that our everyday routines can be turned in to powerful acts of resistance and at the same time can generate hugely profitable business models at no expense of others.
With The Republic of Everyone, we are redefining ownership as taking ownership
What if the world redefined ownership as taking ownership?
What if private wealth was better balanced with public well-being?
What if ownership was not exclusive but open to everyone?
What if coffee PRODUCERS AND CONSUMERS WORK TOGETHER?
What if the coffee you drank was YOUR coffee?
Welcome to mission earth
"why settle for being less bad when you break through the ceiling of imagination and start to do good"
Inequality is behind much of the world’s social, economic and ecological instabilities. The unequal distribution of wealth is particularly devastating for coffee-growing countries where a handful of planetary plundering coffee oligarchs dominate the trade. Their drive for profit maximization has led to poverty, deforestation and aid dependency. That’s the problem, but what’s the solution? Stop drinking coffee? Hell no!
Welcome to Moyee’s Mission Earth. We’ve spent the last decade working on solutions and now we are ready for our biggest project to date, and we’re calling it The Republic of Everyone. The Republic of Everyone is the first ever global coffee common designed to be both regenerative and distributive.
The Republic of Everyone brings coffee consumers and coffee producers together as collaborators, not competitors. Within The Republic, ‘ownership’ means ‘taking ownership’ not just for yourself but FOR the collective. In The Republic, private wealth and collective well-being are in balance. In The Republic, residual value (aka profit) is shared equally by all.
DID ANYONE SAY COFFEETOPIA?
Our goal is indeed to prove there is a fairer and more democratic way to grow, roast and distribute the world’s coffee. But The Republic of Everyone is a place of very realistic ideas and boots-on-the-ground solutions supported by a highly motivated set of organizations and coffee lovers. Let the oligarchs build their spaceships and escape to Mars, we want to clean up planet EARTH.
As an investor in The Republic of Everyone, you can take ownership by contributing your ideas, skills and capital to the future of coffee (and drink awesome coffee while doing it). This is your chance to redefine ownership for future generations and help build a global coffee common from the ground up.
JOIN
MISSION EARTH
INVEST IN 2 RADICAL INNOVATIVE AGROFORESTRY MODELS
1. THE MIZAN COFFEE COMMON
On our 224 hectare Mizan farm in Ethiopia, we will do something extraordinary. We will create the first ever coffee common where producers and consumer work together and will experiment with advantages of scale whilst keeping biodiversity intact and the need for labor to a minimum. A Strategic zoning approach will be adopted to investigate what activities can best be organized at farmer level and what at common level
2. SMALLHOLDER REFORESTATION PLOTS
EACH YEAR ETHIOPIA LOSES ANOTHER 150,000 HA (1500 KM2) OF FORESTS, AMONG THE HIGHEST DESTRUCTION RATES IN THE WORLD. THE REPUBLIC OF EVERYONE AIMS TO INSPIRE BENCH MAJI’S 30,000-STRONG FARMERS TO ADOPT OUR AGROFORESTRY BLUEPRINT AND SET THE FIRST STEPS TO REFOREST SOME 3.9 MILLION HA (39,000 KM2) OF LOST ETHIOPIAN FOREST.
With 90% of Ethiopian farmers living on less than 1 HA of land, it is absolutely vital we find a way to turn small plots of land into profitable plots that protect forest
THE REPUBLIC OF EVERYONE
BECOME A MISSIONAUT
POWER TO THE COMMONS
DO YOU HAVE ANY QUESTIONS?
ABOUT THE Republic
With ‘taking ownership’, we mean actively taking responsibility and being involved. It’s not just about owning, but also about actively contributing to and participating in the development and success of a project or business. This concept encourages involvement, innovation, and collective effort for positive change.
Farmers in the Mizan Coffee Common and the smallholder reforestation projects receive a comprehensive range of benefits aimed at improving both their livelihoods and the environment.
1. Partnership and Ownership: Farmers become equal partners in the project, giving them a say in decision-making and manage the farm.
2. Infrastructure Development: Investment in essential infrastructure such as daycare facilities for children, wet mills for coffee processing, and efficient storage facilities enhances both their quality of life and work efficiency.
3. Agroforestry Training: Farmers receive training in regenerative agroforestry practices, equipping them with the knowledge to sustainably manage their land while increasing productivity.
4. Improved Income: Through better crop yields, value-adding activities, and efficient market access, farmers see a significant increase in their income.
Moyee Coffee is an established brand in the coffee world, delivering high-quality coffee to thousands of consumers at home and to hundreds of businesses, including big names like ASR, VLK, AXA, and Google. Their products are also available in Albert Heijn supermarkets, where they have been recognized by KoffieTheeCacao magazine as the best supermarket coffee.
Moyee has no legal role in this sharefunding round. Legally, Moyee is completely separate from Mizan but financial supports the Republic of Everyone like the dutch government.
However, Moyee is very important for the Republic Of Everyone. Moyee will purchase all the coffee produced at the Mizan Farm. Therefore, Moyee acts as a stable buyer for the Mizan Farm and aligns with the goals of the Republic of Everyone. Additionally, the founder Guido van Staveren set up both Moyee and the Republic to improve, honor, and strengthen the environment from which it originates, through Moyee. his goal is to place moyee under the republic after success of this mission giving you the seat in the front when this happens
Under the motto “Making a profit while saving the planet,” we have launched our most ambitious mission to date. This mission is revolutionary not only in how coffee farms operate but also poses a fundamental question: “Who really owns a company?”
Specifically for this mission, the Cooperative The Republic of Everyone was established, consolidating all our activities in Ethiopia. As a passionate ‘missionaut,’ you have the opportunity to become an owner and actively contribute to the development of a business model that not only combats deforestation but also initiates a powerful movement for large-scale reforestation. All this while safeguarding coffee production for future generations.
THE DUTCH GOVERNMENT SUPPORTS THE REPUBLIC’S MISSION, AMPLIFYING IMPACT IN FARMER COMMUNITIES. TOGETHER, WE’RE SETTING UP CHILD LABOR COMMITTEES, INVESTING IN AGROFORESTRY TRAINING, ESTABLISHING NURSERIES, AND ENHANCING VALUE-ADDING ACTIVITIES.
ABOUT INVESTING
When you invest in The Republic, you are purchasing a certificate with capital in the name of The Republic of Everyone Coöperatie U.A. This certificate can be considered a share. After buying certificates, you become a co-owner of FC Agro PLC, you have the right to dividends (profit distribution), and you may benefit from an increase in the value of the certificates.
The Republic of Everyone Coöperatie U.A. is 90% owner of FC Agro PLC. This means that as an investor, you are co-investing at the highest level within the legal structure of The Republic.
FC Agro PLC has transformed the overarching B.V. into a Coöperatie so that FC Agro PLC can involve all its Coöperatieholders in the unique Republic project. Together, therefore, in a cooperative manner. Depending on the amount you invest, you will or will not have voting rights in the cooperative.
All investors will become certificate holders of the cooperative and are excluded from voting rights. Only the founding team will have voting rights and be so-called members of the cooperative.
The Republic of Everyone Coöperatie U.A. can be seen as a “holding” that acts as a manager of the shares and business activities. The Coöperatie allows for investors to come on board without the need for a notary. Additionally, the Coöperatie offers a strategic path for The Republic, making it easier to realize expansion plans. being a coop also signals the ambition of the founder to move ownership to all involved in the ecosystem.: team, investors, farmers, consumers and the planet itself
If you have more questions about this, proceed to “About Legal,” where this is further explained.
The company valuation has been established by our advisors and specialists. We believe it is important to devote a lot of attention to this to provide you, the investor, with a clear and transparent picture.
The valuation represents the value of the company at this moment. The value of FC Agro PLC has been calculated based on how public transactions (of listed companies) are concluded, and how this relates to the short-term revenue realized by FC Agro PLC.
In addition, the ‘discounted free cash flow’ method was applied to the business case of FC Agro PLC for the next five years. The average of these valuations forms the outcome for the valuation of FC Agro PLC. The pre-money valuation of the equity of FC Agro PLC Coöperatie U.A. has been set at €4.4 million.
FC agro is and established company in Ethiopia owning and operating mutliple wetmills and produces the roasted coffee for moyee.
Want to know more about the valuation? Download the report HERE
The sale of shares is possible once the “time lock” period has expired. In the case of The Republic, the time lock period is 730 days (2 years). Therefore, you can offer your shares for sale on the Broccoli platform from that date.
The notice board, where you can offer your shares to other co-owners, works as follows: When you decide to sell your shares, you can offer them to other Broccoli users on the notice board. It is not like a stock exchange where a “sell order” can be placed and automatically executed.
The Republic determines the range within which an offer can be placed. This range is based on the most recent valuation of the company, which in turn is derived from the most recent financial performance and the market segment. As a seller, you determine the selling price within the specified range. Potential buyers can place bids and ultimately it is up to you to accept the desired bid.
Broccoli charges transaction fees of 2.5% of the total sale amount to you as the seller when selling shares.
It’s important to emphasize that the return on an investment can never be predetermined. Also, with The Republic, it’s about a long-term investment where investors believe in the idea. Real impact investing!
However, as a co-owner, there are two ways you might achieve a return:
– Dividend distribution: Dividend is determined each year after the annual accounts are finalized. During the shareholders’ meeting, the board of The Republic decides whether the profit will be distributed or reinvested in The Republic. In the first 3 years of The Republic, there will be no dividend distribution. All funds will be reinvested to establish the concept stably and to make the necessary investments.
– Share value growth: When The Republic grows and is successful, the shares of The Republic increase in value. You can realize this value growth by selling your shares to another investor via the platform, or in the situation where The Republic is taken over by another party. There are many examples of large multinationals taking over emerging brands to accelerate their growth.
ABOUT THE IMVESTMENT PLATFORM BROCCOLI
You invest from your Broccoli account and on the campaign page of the company you want to invest in. You click on Invest and you will be automatically guided through the investment process. Don’t have a Broccoli account yet? Then you first enter a few details: the company needs these from all co-owners.
Once you’ve become a co-owner of a company, you also have an account on Broccoli. As a user, you have your own dashboard. In your account, you can see an overview of all your investments and set your interests and preferences.
Yes, you can invest from almost any country. It is important that you research the tax implications of your investment in your own country. You cannot invest from a sanctioned country. More information can be found in article 2.4 of the User Terms.