Rombout Frieling (FarmRoast)
As one of our February 2010 Shell LiveWIRE Grand Ideas Award winners, the vision of FarmRoast is to create a totally new experience for coffee drinkers. Of the 3 pounds spent on a 250gram pack of coffee in the supermarket less than 30p flows back to farmers who put in most of the work growing this coffee. The amount of money taken by roasting and retail companies currently stands at more than 80 of the retail price In order to do the farmers more justice, Rombout has developed a technology that allows farmers in africa to directly sell to consumers. This way FarmRoast can both bring a superior coffee experience to the consumer and create a business model based on green coffee beans that come directly from developing world farmers bypassing 2 steps in the distribution chain. To find out more visit: www.shell-livewire.org/network/farmroast