Crashing the party in the male dominated coffee industry

The global coffee industry is a multi-billion-dollar business, yet for many years, it has been dominated by multinational corporations and male-led enterprises.

However, there is a fresh wave of entrepreneurial women carving out their niche in this competitive market.

One such trailblazer is Vava Angwenyi, an entrepreneur who, with a background in statistics and actuarial science, has made significant strides in both the local and international coffee trade.

From exporting coffee to running a café in Lamu, Vava is determined to tell the stories of African coffee farmers and empower women in the sector.

For Vava, her coffee journey began with simple curiosity. While studying in Canada, she found herself drawn to the culture of coffee—an interest that quickly evolved into a mission to elevate the voices of African coffee farmers.

“I wanted to represent coffee farmers in Africa better and tell their stories in a more meaningful way,” she says.

Initially, she dove into research, gathering data and learning about the needs and desires of coffee farmers in Kenya. That research laid the foundation for what would later become her café, coffee export business, and family-owned coffee farms.

“It all started with understanding what farmers really needed and how their stories were being told in the global market,” she explains.

Vava’s academic background is in statistics and actuarial science, which, she believes, has been a significant asset in her entrepreneurial journey.

While many may see these subjects as unrelated to the coffee industry, she insists that education is a cornerstone of business success. “Having a strong academic background sets you apart and establishes you as an authority,” she explains.

As a woman in a competitive, male-dominated industry, Vava believes that education adds an extra layer of respectability. “Whether you’re an entrepreneur or working in any field, your education speaks for you, even when you’re sitting at the table with more experienced or older individuals,” she says.

This perspective is one she encourages young women to embrace. “Be proud of your education, because it will help you command the respect you deserve,” she adds.

The coffee industry, like many others, has been traditionally male-dominated. It is often referred to as a “white bros” industry.

So how did Vava carve out a niche for herself in such a competitive and patriarchal space?

“Naivety worked in my favour,” she says with a smile. “When I started, I didn’t know what I didn’t know. And that belief that I could be as big as the multinationals was the fuel I needed.”

Despite the challenges, she found success by deeply investing in herself. “Coffee education is expensive, and on top of my academic degrees, I spent money becoming a certified coffee professional—learning to taste, talk about, and appreciate coffee,” she says.

This hands-on approach has allowed her to stand out in a field where many others focus on just selling the product.

By positioning herself as an expert, she’s been able to build trust with both consumers and suppliers. “You need to understand your product inside and out,” she advises aspiring women in business, “because it will help you differentiate yourself in the marketplace.”

Kenya’s coffee industry is one of the most significant contributors to the country’s economy, yet it remains deeply entrenched in gender inequality. Women make up over 85 per cent of the labour force on Kenyan coffee farms, yet they rarely see the profits of their labour.

Vava is committed to changing that narrative.

“Women do the bulk of the work on coffee farms, but they rarely get to take home the profits,” she says. As part of her work to promote inclusivity, she’s pioneered initiatives that enable women to own coffee bushes and directly receive payments for the coffee they produce. By separating the coffee produced by women from that produced by men, she has helped elevate their status in the market.

In addition to these practical solutions, Vava is also working to change the cultural perceptions around women in the coffee industry. “It’s about telling the stories of women in coffee—those who own farms and are producing quality coffee,” she explains. “When we celebrate these women, we make it easier for young girls to see coffee as a viable career option.”

Her advocacy for women is also extended to policy change and access to capital. “Policy changes that encourage more women to pursue careers in coffee, access to financing, and storytelling can make a huge difference,” she adds. “We need to make it clear that women in coffee are not a novelty—they are a critical part of the industry.”

Traditionally, coffee production in Kenya has been concentrated in the central highlands, a legacy of colonial land policies. However, Vava is keen to celebrate and promote coffee from regions that were once excluded from the coffee trade.

“Historically, the central highlands were the only regions designated for coffee cultivation, while other areas were not allowed to grow it,” she explains. “But now, regions like Nandi Hills, Kericho, Machakos, and Embu are producing exceptional coffee, often scoring 86 or 87 points in cupping tables.”

One of the challenges, she points out, is the continued land conversion in central Kenya, where farmers are selling their coffee farms to real estate developers. “While it’s understandable, given the volatility in coffee prices, we need to find ways to keep farming viable,” she says.

Vava is working hard to spotlight coffees from these emerging regions, educating buyers that Kenyan coffee is not a monolith, and there are diverse profiles that deserve recognition.

The Nairobi Coffee Exchange (NCE) plays a vital role in setting market trends and ensuring transparency in pricing. Vava sees the auction system as a necessary mechanism for the coffee trade, especially when dealing with smallholder farmers. “The auction system ensures that producers are protected from exploitative pricing by private buyers,” she explains. “It also allows traders to access coffee samples from across the country, making it easier to source quality beans.”

Through the auction system, producers can see how their coffee fares in terms of quality, which in turn helps them negotiate better prices. As Vava notes, the transparency and standardization provided by the auction system have been essential in ensuring that farmers are paid fairly for their products.

The global coffee industry, like many sectors, is highly susceptible to economic, environmental, and political shifts. To build resilience, Vava emphasizes the importance of adaptability. “You must be able to pivot quickly,” she advises, citing the impact of COVID-19 and geopolitical events on the coffee market. “Being able to communicate with clients and suppliers when things change on the ground is key.”

She also stresses the importance of financial stability, which allows businesses to withstand unexpected disruptions. “The ability to invest in yourself and your business gives you the cushion to navigate these changes effectively,” she says.

For aspiring women in business, Vava offers several key pieces of advice. First, she emphasizes the importance of self-confidence. “The world will try to tell you what you should be, but you have to embrace who you are,” she says.

Second, she advises women to invest in themselves—both professionally and personally. “Take the time to learn your industry, seek mentorship, and always celebrate your wins,” she adds.

Lastly, Vava underscores the value of telling your own story. “Don’t be shy to put yourself out there,” she says. “As an entrepreneur, you are your best marketer. Learn how to differentiate yourself from others in the market.”