So­cial en­tre­pre­neur and man­ag­ing di­rec­tor of cof­fee roast­ery Bean There, Jonathan Robin­son, and his sis­ter Sarah went into the cof­fee busi­ness not only with the aim of of­fer­ing their cus­tomers a qual­ity prod­uct, but also to pro­mote the fair trade of Afric

Finweek English Edition - - ON THE MONEY -

op­er­at­ing from their roast­ery in Braam­fontein, Jo­han­nes­burg, two blocks from Wits Univer­sity, where he’s an alum­nus, Jonathan Robin­son em­pow­ers small-scale farm­ers across the African con­ti­nent through his di­rect fair-trade busi­ness model.

The homely aroma of cof­fee wafts from the cus­tomer-fac­ing bar as the roast­ing ma­chine gen­tly hums in the back­ground. On the counter, bags of freshly roasted fair-trade cof­fee from six coun­tries on the con­ti­nent – Ethiopia, Kenya, Tan­za­nia, Rwanda, Bu­rundi and the Demo­cratic Repub­lic of the Congo – are dis­played. These can be bought di­rectly from the roast­ery.

When ar­rived for the in­ter­view, a group of culi­nary stu­dents was be­ing given a tour – they learnt about the ba­sics of cof­fee pick­ing on the farms and were shown what a

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