The origins of this initiative trace back to a ten-day trek in Nepal.

Following a series of life’s setbacks as a result of COVID-19, our founder set out toward the Himalayas in search of clarity. Along the steep paths, he met indigenous mothers harvesting coffee cherries with babies strapped to their backs, working with remarkable strength despite harsh conditions.

Their quiet dignity and resilience made a deep impression.

While the founder struggled with altitude and uncertainties about the future, these women met each day with unwavering perseverance. This experience immediately shaped a profound commitment: to find a way to elevate the economic position of women like them.

This conviction deepened upon his return to Kathmandu. Witnessing women forced into undignified labor to survive strengthened the belief that access to skills and meaningful opportunities could unlock better futures.

That core principle has guided Project TRY from the beginning. Our earlier work with coastal communities in Pulau Mabul, Borneo, showed that when people have access to opportunity, their trajectories can change. The coffee initiative carries that same foundation forward, applying it to a sector where direct trade and skills-building can create meaningful impact.

We continue to meet communities where they are, listen closely, and work alongside them to co-create dignified, sustainable livelihoods.

At the heart of this effort is a simple commitment: We pay farmers fairer prices for their beans, equip them with practical knowledge on sustainable and regenerative farming techniques, and train youth from marginalized communities with the skills to become confident, employable baristas. By strengthening skills across the entire value chain, from the farm to the service end, dignity and opportunity flow back to the communities that grow our coffee.