Growing up in Ethiopia, Firaol Ahmed says coffee was a big part of the culture. It's something he says he took for granted after moving to the U.S. as a freshman in high school.
“After coming here, I realized how sought after and how liked Ethiopian coffee was,” Ahmed said.
And after he gifted Ethiopian coffee to friends, Ahmed started getting questions about where they could get more. The Saint Louis University student realized he needed to start making it himself, launching Ethiopian coffee brand Moii Coffee in December. Ahmad, 20, currently sells his brand’s coffee online and at Running Niche, a local running store in Botanical Heights.
Ahmed produces Moii Coffee at a local commercial kitchen and says he has ambition to expand sales into independent grocery stores locally where the meaning of the product can be displayed. He said “Moii” means “to conquer” in his native language and Moii Coffee’s brand is about promoting consumers to conquer the day and be their best selves. Ahmed said he expects Moii Coffee to do about $35,000 in sales in its first year of operations.
Ahmed is a junior at SLU, where he is studying finance and entrepreneurship. He is also a member of its NCAA Division I cross country and track and field teams.
Did you always envision becoming an entrepreneur? Yes, I've always wanted to be an entrepreneur. I started my first business in high school as a sophomore, selling custom clothing online. I started several other businesses during high school before launching Moii Coffee in college.
What’s your proudest accomplishment? I think my proudest accomplishment is building Moii Coffee to where it is now while juggling full-time studies, college athletics and part-time work to fund the business.
Where do you see yourself and your career in five years? In five years, my focus is on making Moii Coffee the top Ethiopian-only coffee brand in the United States. Working directly with farmers in Ethiopia is essential for me to positively impact their lives. Despite Ethiopia's fantastic coffee, many local farmers struggle to make a decent living from it. They're forced to sell their coffee for too little within the country, and they can't reach their full coffee-making potential due to a lack of resources and education. Presently, around 80% of Ethiopian coffee farms aren't as productive as they could be. My future goal is to create a business that equips farmers with the tools and knowledge needed to consistently produce high-quality coffee in large amounts. This way, they can export their products and earn better prices in the market.
What can St. Louis do to engage more young entrepreneurs like yourself? Creating a support network where young entrepreneurs can find guidance and mentorship would be a fantastic approach to engaging more entrepreneurs.
What’s the biggest advantage of being a young entrepreneur in St. Louis? The incredible support and encouragement for young entrepreneurs in St. Louis is remarkable. People are eager to help if you reach out, and the local community places a strong emphasis on backing small businesses. This creates a fantastic environment for running a small business.
Who are your biggest mentors? My biggest mentors are Professor Lewis Sheats, Professor Laura Burkemper, and Dr. Kristina Medvedeva.
