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

After COVID-19, our founder set out towards the Himalayas in search of clarity. Along steep mountain paths, he encountered indigenous mothers harvesting coffee cherries with babies strapped to their backs, working with quiet, formidable strength despite the harsh terrain. Their resilience was striking, but it also revealed a sobering contrast. While many grapple with temporary uncertainty, these women live with limited choices as a daily reality.

Witnessing younger women forced into undignified work simply to survive reinforced a growing conviction: access to specialised skills and meaningful opportunities can change life trajectories.

That conviction deepened upon his return to Sabah, Borneo, where similar challenges faced by local indigenous women became unmistakably clear. This parallel experience shaped a lasting commitment to finding ways to elevate the economic position of women like them.

This principle has guided Project TRY from the beginning. Our early work with rural communities in Borneo demonstrated that when people are given access to opportunity, skills, and markets, their futures can shift in tangible ways.

To create lasting impact, we needed to engage the economic engine that sustains these communities. Coffee became that engine. By paying farmers fairer prices and equipping them with practical knowledge in sustainable and regenerative farming, we go beyond selling a product. We strengthen skills across the entire value chain, from soil to cup, so dignity, resilience, and opportunity remain firmly in the hands of those who grow our coffee.