Where It All Began: The Story of Coffee
Long before coffee came in cups, bags, or brands,it grew wild — in the highlands of Ethiopia.
There were no roasters. No recipes. Just a tree, some bright red cherries…And a boy named Kaldi watching his goats.
It was a time when the world moved slowly,when people rose with the sun, and the land fed you if you listened.
Kaldi noticed his goats were acting strange.After nibbling on cherries from a certain tree,they danced. They kicked. They didn’t sleep.
Curious, he tried the cherries himself,and suddenly, he was more awake than he had ever been.
He shared them with nearby monks, thinking it could help them stay awake during prayer.But they didn’t believe him.They tossed the cherries into a fire.
Then something happened.
As the beans burned in the flames,a new smell filled the room, rich, warm, deep.It was not just smoke.It was something special.
The monks pulled the beans from the fire, crushed them, and mixed them with water.The first cup of coffee was made.And nothing was the same again.
Coffee began to travel.
It moved through Yemen, where Sufi mystics drank it to stay awake during night prayers.It reached Cairo, Istanbul, and eventually Europe, where coffeehouses popped up like wildfire.People gathered. Ideas spread. Revolutions brewed.
And all along, coffee remained what it had always been:a drink that wakes you up, not just from sleep, but into thought, purpose, and feeling.
Today, coffee is grown all over the world.But its roots are still African.Still in places like Burundi, Kenya, and Ethiopia,where women and men still rise before the sun to handpick cherries by feel.
When you sip Joro Coffee,you are not just tasting flavor.You are drinking history.You are honoring the land that started it all.You are bringing the story full circle.
That is where coffee came from.Now the question is:Where will it take you?
Discover the rhythms of Africa in every cup.
This curated 3-pack bundle features our most loved single-origin coffees:
African Queen (Burundi) — orange, chocolate notes
Afrobeats (Cameroon) — blood orange, spice
Amapiano (South Africa) — dark chocolate, caramel
Each 12oz bag is 100% Arabica whole bean, ethically sourced, and roasted to showcase the vibrant flavor profiles that make African coffee so special. Inspired by our founder Mukurima Muriuki — who grew up on a Kenyan coffee farm — every bag is Living Wage Verified, supports our Toys for Tots program for kids, and comes in compostable packaging.
✨ Why you’ll love this bundle:
✅ Get a 5% discount versus buying single bags
✅ Perfect for exploring three unique African coffee regions
✅ A meaningful, premium gift for the African coffee lover in your life
✅ Celebrate Africa’s Afrobeats vibe with every brew
Brew good. Do good.
Wake up to rich, bold coffee — and know your cup is changing lives.