Most importantly, Fesaha desires to highlight and place more attention on Africa.
"I want everyone to know who we work with and how the impact of purchasing our coffee directly impacts the livelihoods of those on the continent," he said.
"Development of a stronger coffee industry that benefits the producers on the continent of Africa is of the utmost importance. Africa produces the most natural resources - from coffee to diamonds. Historically, colonial powers have looted the people and the land of these resources. I wanted to build in a different manner and, even though we are small, we desire to do better than those before us."
(Photo by Jeriel Calamayan, @jcalamayan)
In order to build long-lasting, sustainable relationships with farmers and communities they source from, the Boon Boona team partners with those who have an invested interest in the livelihoods of the producer.
"Our partners are from Burundi, Rwanda, Ethiopia and so on," said Fesaha. "Karehe is a coffee that is Burundi women-owned, produced, marketed and exported. Dur Feres is a coffee that is 51% owned by Ethiopian producers. When purchasing coffee we look for programs that offer some form of second payment to the producers (i.e., Farmgate Initiative - Nyamyumba), or like Dur Feres and Karehe, [the] majority shares owners are of African descent."
When looking at other retail bags of roasted coffee, they noticed that some companies include too many details to truly take it all in. Boon Boona decided to go a different route; on each roasted bag of their coffee, customers find a QR code that links to their website, which provides images of the farm, and details about the coffee and the journey it took before landing in your cup.
Fesaha hopes he and his team can provide a little comfort during these uncertain times.
"We want to provide an opportunity to connect, enjoy great coffee, all while keeping our six-feet of distance and masked up," he said. "We look forward to having our friends back in the space celebrating another pop-up or poetry night."
"I envision a Boon Boona that can show quantitatively and qualitatively the positive impact made in its local community, where a brick-and-mortar location is [located] - but also at its source, Africa."