PHILADELPHIA, PA — Coffee lovers in Philadelphia’s Spring Garden neighborhood might have mourned the closure of the popular Win Win coffee shop due to the pandemic, but the current owners have brewed up something even more exciting. Matthew Nam and Nikisha Bailey have transformed their business model to not only serve coffee but also revolutionize the industry by sourcing beans from farmers in the African diaspora.
Bailey, one of Philadelphia’s first Black women to lead a coffee business, and Nam, with his expertise in marketing and technology, are on a mission to correct the imbalance in the $500 billion coffee industry. They noted that only 10% of the industry’s revenue flows back to the Black and brown countries where the coffee is grown. “We wanted to pivot to become a small batch artisanal roaster that creates a positive impact on the world, for both coffee lovers and coffee farmers,” said Bailey.
For two years, the pair have been relentlessly seeking out Black, brown, and women-led growers in countries like Colombia, Tanzania, and The Congo. Their commitment to building an ecosystem that is 100% diaspora-focused has led them to personally meet the farmers they do business with. Last year alone, Nam visited 400 farmers in Colombia.
Their efforts haven’t gone unnoticed. Last year, Bailey and Nam were invited to judge the prestigious Colombia Land of Diversity event, sponsored by the Colombian Coffee Growers Federation. However, the lack of diversity among the delegates further motivated them to change the industry’s landscape.
Their line of coffees includes single origin and blends from The Congo, Ethiopia, and Tanzania. Notably, their Como Dulce Roast, sourced from Afro-Colombian growers and offering hints of cherry and chocolate, will be available for sale this spring online. This foray into the Afro-Colombian community of growers marks a pioneering step for Nam and Bailey.
Win Win products can currently be found at Palm Tree Markets in Philadelphia, and the duo is in negotiations with several national chains for distribution in 2024. Their business venture isn’t just about coffee; it’s about breaking barriers and bringing to light the hidden treasures of coffee farmers across the globe.
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