The Era of We is the world’s first end-to-end technology platform that aims to disrupt and reinvent the coffee supply chain and shift the value of the coffee brand back to the growers and consumers. Era of We will increase the value of coffee by enabling farmers to create their own brands and identities, and at the same time support roasters to create extraordinary experiences for their consumers – allowing them to connect with estates and build lifelong relationships with their favourite farms. Era of We enables every member of the supply chain (from farmer to consumer) to have a more proactive role, building relationships more effectively than ever before. The result is an equitable business model powered by transparency and high-quality products from healthier brands. With aspirations to be a leading voice in the coffee industry, Era of We is focused on connecting the world’s largest coffee community to transform the economics of the supply chain for good – creating a movement driven by a community that cares deeply about where coffee comes from, the product quality and the future of coffee to ensure it is sustainable, profitable and has longevity (for farmers, consumers and everyone in-between). Coffee is evolving beyond its origins as a non-differentiated commodity. As it stands now, there is an imbalance in the supply chain. And the current pricing mechanism is controlled by external factors, which makes it difficult for farmers to break even on the cost of production and leaves many struggling to survive. As a result, the children of these farmers are unwilling to continue the trade, which puts coffee at a risk for labour shortage. Through estate branding and visibility, Era of We will allow farmers to command equitable pricing to sustain their futures in the industry.