Fire Awards: Moii Coffee looks to expand African footprint

Reported by St. Louis INNO

The company hopes to expand into new countries and begin recruiting new employees in the next year. Read more

Startups on Fire - Firms under five years old

Finalist: Moii Coffee

Local coffee distribution startup Moii Coffee is aiming to bridge the gap between coffee growers abroad and domestic roasters. Initially conceived as a coffee importing firm by then-Saint Louis University student Firaol Ahmed in 2023, the company has switched to being a software marketplace.

Ahmed, who grew up in Ethiopia, said he conceived of the idea when he showed his friends Ethiopian coffee, and began importing it for sale online and at a local retailer. He said the company has three employees, and is looking to start recruiting new employees in January. Ahmed hopes to expand the company's connection to growers in three new African countries in the coming year.

What is your company's biggest achievement in the past year? Our biggest achievement was successfully pivoting our company. We initially started as coffee importers and roasters, but after gaining a deeper understanding of the industry, we decided to shift to a software marketplace model, connecting roasters and farmers more directly.

What is your company's biggest goal for next year? Our primary goal for next year is to expand to three other African countries: Kenya, Rwanda, and Burundi.

Are you currently hiring? If so, for what roles? We are not currently hiring, but we plan to begin recruiting in January 2026. Read on