More Than Coffee: A Movement for Shared Prosperity
WHY
We believe small business ownership is one of the most powerful forces for good.
It strengthens communities, builds resilient local economies, and creates meaningful livelihoods. Yet in coffee, the industry has long been fragmented—corporate chains, franchise systems, and independent cafés often operating in isolation or competition.
We imagine a better future—one where these models work in harmony, not opposition. Where infrastructure becomes a bridge, not a barrier.
Through a modern platform, we’re making small business ownership more accessible, sustainable, and prosperous for all.
Our purpose is to build a coffee ecosystem rooted in balance—where every player, from root to cup, can thrive.
MISSION
We're not just a platform. We're a movement to empower independent coffee businesses by giving them the advantages from technology and collective strength once only available to large corporations—without sacrificing what makes them authentic, local, and human.
VISION
To transform the coffee industry from farm to cup by building a new infrastructure grounded in regenerative commerce—an ecosystem designed for shared prosperity, collaboration, and equilibrium.
VALUES
1. Regeneration Over Extraction
Business should create more than it takes. Every decision should nourish the ecosystem—whether it’s supporting fair wages, reducing waste, or strengthening communities. True sustainability isn’t just about limiting harm; it’s about actively restoring balance and enabling growth at every level of the supply chain.
2. Shared Prosperity Over Zero-Sum Thinking
Success doesn’t have to come at someone else’s expense. By working together, we amplify opportunity rather than restrict it. Whether through collective buying power, knowledge-sharing, or equitable profit distribution, we are committed to a model where everyone wins.
3. Collaboration Over Competition
The future of coffee isn’t about domination—it’s about connection. Independent businesses are stronger together than they are alone. By fostering trust, transparency, and cooperation, we unlock more potential than any single player could achieve in isolation.
4. Empowerment Over Exploitation
The coffee industry has historically been built on uneven power dynamics. We reject this legacy and replace it with a system where everyone—from producers to baristas to shop owners—has the tools, resources, and dignity they need to thrive. Power is not hoarded; it is shared.
5. Purpose Over Profit
Profit matters—but only when it serves something greater. Every decision should be measured not just in revenue, but in its impact on people, communities, and the planet. Growth is only meaningful when it aligns with our mission to uplift, restore, and empower.
6. Human-Centered Technology
Technology should enhance relationships, not replace them. Automation and data should remove friction from workflows, increase access to opportunity, and improve the customer experience—all without diminishing the craft, culture, and human connection that make coffee so special.
7. Local Wealth Over Corporate Extraction
Independent coffee shops are more than businesses—they are community anchors. Every dollar spent at a local shop circulates back into the neighborhood, supporting jobs, services, and local economies. Keeping wealth in the hands of those who create it is not just an economic strategy; it’s a moral imperative.
THE BOTTOM LINE
Joe isn’t just about building better technology for coffee shops—it’s about building a better system for the entire industry. Our values ensure that we never lose sight of why we’re here: to create a thriving, interconnected ecosystem where prosperity is shared, communities are strengthened, and coffee becomes a vehicle for something much greater than itself.