Published 15 July 2011
Posted by Stephen Holmes
#2 Jennie Morley, Loughborough
Through roasting and grinding coffee with a Moulu machine the consumer is helping to support the brand’s drive for ethical trading. As Jennie will happily explain, the commercial market of the coffee business sees 41 per cent of revenue returned to the roaster and a further 50 per cent to the wholesaler.
Through the project’s business model and service approach the unroasted beans come under the Moulu brand, bypassing these intermediaries and in doing so reducing the price of coffee by up to 91 per cent. This saving enables a greater share being paid back to the farmer without the consumer having to pay a premium.
The idea is that the coffee is cheaper but also better quality - Coffee beans maintain optimum freshness for seven days after roasting, a period often exceeded through usual practises.
This is designed inside out to provide a user friendly system that simply provides the highest quality of in-home coffee in just 10 minutes, allowing bespoke blends and roasts, all for a cheaper price.
It’s a nice idea, but it’s also presented in a slick, consumer-friendly package that looks great and instantly ready for the kitchen counter top. Add to this that Jennie is endearingly confident about her work and was extremely keen to make sure we’d seen some more of it, all of which caught our eye (Jennie also did some work on last month’s DEVELOP3D cover product during a placement at SmallFry).