At Saazaa Coffee, the story was never just about caffeine. From its very first roast, this East African-inspired brand has been grounded in something much richer – a deep connection to culture, community and creating real impact at the source.
For founder David Juma, coffee is not a commodity but a catalyst. Saazaa’s philanthropic ethos isn’t a marketing exercise or a corporate checkbox; it is the very foundation of the business.
Working hand-in-hand with local farmers, youth programs and grassroots initiatives, the brand has chosen a refreshingly direct path – engaging personally with the people behind every bean and every story.
"We work closely with local farmers, youth programs and grassroots initiatives that focus on creating sustainable livelihoods and celebrating East African heritage,” says Juma. "What inspired me was witnessing firsthand the incredible potential within our community - especially among young people and small-scale growers - when they’re given a platform and a little support. It’s never just been about coffee; it’s about people.”
Grounded in Giving Back
For David, giving back isn’t a side project - it is the heart of Saazaa’s journey:
"Personally, it’s about staying rooted,” he explains. "I grew up surrounded by stories, culture and a deep connection to land and community. Professionally, giving back means building something that uplifts others, not just turning a profit. If our success doesn’t translate to impact at the ground level, it’s incomplete.”
This clarity of purpose has shaped every decision - from sourcing practices to long-term strategy. Innovation at Saazaa isn’t just about roasting techniques or packaging design, but about reimagining value for every hand that touches the supply chain.
Stories that Inspire
Among the many milestones in Saazaa’s journey, one stands out:
"When we launched our youth barista mentorship program, one of our first trainees went on to start her own mobile coffee cart,” recalls David. "She told me the opportunity gave her confidence she didn’t know she had. That’s the kind of story that reminds you why you started.”
It is these moments - of empowerment and possibility - that continue to fuel Saazaa’s vision. Looking ahead, the team hopes to spark ripple effects: more young entrepreneurs, more farmers with access to specialty markets and more people seeing coffee not as a product, but as a pathway.
Challenges & Calls to Action
Of course, meaningful change is never simple. Access remains the biggest hurdle - access to capital, to education, to fair markets. However, David believes everyone can play a part.
"People can help by supporting businesses that are transparent about their sourcing, by donating to training programs and by simply being curious. Ask where your coffee comes from and who grew it.”
Stories in a Cup
One of Saazaa’s most exciting upcoming projects, Stories in a Cup, will bring those very questions to life. Through storytelling and tasting events in coffee-growing regions across Kenya, the campaign will spotlight farmers’ journeys - celebrating culture, resilience and connection. For consumers, it’s a chance to bridge the distance with empathy, flavour and narrative.
Unlike many businesses where social responsibility is an afterthought, Saazaa has woven it into its DNA. The entire model is built on ethical sourcing, direct trade and investing in local economies.
"Start where you are,” David advises other business owners looking to give back. "You don’t need to launch a foundation. Find a local initiative that aligns with your values and show up. Listen more than you speak. Consistency matters more than grand gestures.”
In an industry often consumed by scale, Saazaa Coffee offers a refreshing reminder: sometimes the most powerful change is brewed in small, meaningful cups.
