At Saazaa Coffee, it was never just about caffeine. From the beginning this East-African inspired coffee brands has focussed on something much deeper – community, culture and creating a lasting impact on the ground.
Their philanthropic ethos isn’t a corporate checkbox; it’s the foundation of the entire business. By closely with local farmers, youth programs and grassroots initiatives, Saazaa’s approach is refreshingly direct; choosing instead to engage personally with the people growing the beans and building the infrastructure.
"We work closely with local farmers, youth programs and grassroots initiatives that focus on creating sustainable livelihoods and celebrating East African heritage,” says the founder David 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.”
For the Saazaa team, giving back is the centre of everything. "Personally, it’s about staying rooted. I grew up around 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.”
That clarity of vision has influenced every part of the business from sourcing practices to long-term strategies. "It’s been a grounding force. When you’re surrounded by people who are working hard with limited resources, it gives you perspective. It also pushes us to keep innovating – not just in roasting techniques or packaging – but in how we create value for everyone in the supply chain.”
Among the many stories that continue to fuel Saazaa’s mission, one moment stands out.
"There was this moment when we launched our youth barista mentorship program – one of our first trainees is now running her own mobile coffee cart. She told me that this opportunity gave her the confidence she didn’t know she had. That’s the kind of story that sticks with you and reminds you why you started.”
Saazaa’s vision for the future is grounded in empowerment. "We want to create ripple effects – more local entrepreneurs, more farmers with access to specialty coffee markets and more yound people seeing coffee not just as a product, but as a path.”
Of course, no meaningful change comes without challenges. Access remains the biggest hurdle – access to capital, education and fair markets.
But there are ways for everyone to contribute. "People can help by supporting businesses that are transparent about their sourcing, by donating to training programs and by simply being curious. Ask where you coffee comes from and who grew it.”
One of Saazaa’s most exciting upcoming projects is ‘Stories in a Cup’, a storytelling and tasting campaign that will highlight farmers’ journeys through pop-up events in coffee-growing regions across Kenya. It’s a celebration of culture, resilience and connection. It’s also a chance to bring consumers closer to the people behind the coffee by bridging the distance with empathy and narrative.
Unlike many businesses that treat corporate social responsibility as an afterthought, Saazaa has embedded it into their day-to-day operations. "Our whole model is bult around ethical sourcing, direct trade and investing in the local economy, CSR isn’t a side project; it’s our everyday mindset.”
For other business owners looking to give back, the advice is simple and refreshingly practical. "Start where you are. You don’t have to launch a foundation. Just 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 obsessed with scale, Saazaa’s commitment to people-first business is a refreshing reminder that sometimes the most powerful changes come in small, meaningful cups.
You can visit Saazaa Coffee at 8 Olive Grove, Ringwood, Victoria.
To learn more or get involved, visit saazaa.coffee or follow them on Instagram @saazaa.coffee. Saazaa welcomes volunteers and collaborators – particularly creatives, educators and trainers passionate about community development through coffee culture.
