Online Event

Startup Tuesday – AgriYoda

Link to join Webinar


Sonia Sharma 

“Decentralised Bio Economy”

Sonia’s mission in life is to accelerate the world’s transition to transparent value chains, helping growers and consumers take greater responsibility and accountability to conserve the planet’s precious resources, especially Land restoration.

Sonia is a serial entrepreneur and a Co-Founder of Agriyoda Innovations. The start-up is currently developing a community platform for coffee trading, making coffee a force for greater good.

Introduction to CoffeeTrace. A talk with Co Founder, Sonia Sharma

Conscious Consumers today demand more information about the food they consume and its sustainability impact. In a survey conducted by Statistica.com as of 2018, close to 70 percent of consumers in the Netherlands were either sustainable consumers or concerned with sustainability. In a recent survey reported in Washington Post, Most American teens are frightened by climate change, and about 1 in 4 are taking action.

There are more than 350,000 independent bulk coffee buyers in Europe (importers, roasters and cafes/ baristas/brands) who are experiencing rising demand from consumers for greater transparency of their supply sources and brand impact. Hotelschool The Hague students conducted a survey amongst coffee consumers. Of the 224 respondents 66% would love to know about the journey from bean to bag. 89% care to know the people who grew their coffee. 84% believes that the rainforest can best be protected by local communities and 84% would consider adding gratuity for the growers.

The Problem

Coffee is a billion dollar industry, yet unsustainable for 25 million small coffee farmers

Coffee is the second most traded commodity, after oil. The global coffee industry is expected to reach global revenues of US$ 585 billion by 2025, driven largely by a continued boom in specialty coffees (statistica.com). 70-80% of global coffee is produced by 25 million small landholding farmers. Coffee production is proving unsustainable for small landholding coffee farmers around the world (International Coffee Organisation). Exporting countries (growers, millers and exporters) on an average  get 10% of the retail price, while the growers bear 100% of the risk of crop failures/yield loss.

Coffee is a major contributor to deforestation

Coffee being a major agro commodity is also a major contributor to forest loss. Land use change for coffee production is leading to the loss of 100,000 ha of primary forests every year (Peter Bakker 2015).

Many brands unfairly claim that their coffee is ethically sourced

Most brands claim ethical sourcing, yet farmer distress is visible and well known to the industry. Consumers are given ‘green washed’ brand stories. Current design of certifications is limited in ways to authenticate brand claims. It is not possible for consumer to actively engage in the food supply chain.

Our Solution

Our vision is to make coffee sustainable for future generations.

CoffeeTrace is a technology solution to facilitate business and consumer action and make coffee the currency for climate action and environment protection.  Daily 2.25 bn cups of coffee are consumed around the world and by engaging end consumers in grower challenges and stories, we help Coffee brands and importers demonstrate their own Brand Impact.   Our mission is to raise consumer awareness and inspire them to engage with afforestation initiatives and other climate action initiatives, enabling the small coffee farmers to protect and restore biodiversity of the rainforests.