Welcome to Choice Coffee Co Ltd, where the story of our coffee journey is deeply rooted in our founder's rich heritage. Rose Swai, the daughter of a coffee farming family, has been at the heart of our company's inception and growth.

Born and raised within the heart of a coffee farming family, Rose has been shaped by the legacy of her coffee heritage. Coffee was more than just a crop; it was the lifeline that sustained her family, funding their daily needs and ensuring education was not just a dream but a reality. With roots tracing back to generations of passionate coffee farmers, the legacy was carried by Rose's father and even her grandfather before him. Despite their small farm of less than 5 acres, Rose's father's unwavering dedication to coffee quality left an indelible mark. It was through his watchful eyes that Rose first learned the essence of discerning quality in every coffee bean.

The journey of coffee was woven into Rose's life's fabric as she grew. Her commitment to the craft deepened as she was employed in a coffee processing factory, experiencing the coffee business firsthand, from farm to cup. The intricacies of the trade, the art of processing, and the journey of transformation fascinated Rose, and it was here that her passion ignited.

In 2004, driven by a profound desire to share the unique essence of Kilimanjaro coffee with the world, she made a pivotal decision. She stepped away from the corporate realm and embarked on an entrepreneurial journey, nurturing the dream of creating a space where Kilimanjaro coffee's distinct character could flourish. Choice Coffee Co Ltd was born in that year as a testament to Rose's vision and dedication. It was not just about coffee; it was about empowerment, uplifting fellow women, and enhancing the lives of farmers who, like Rose's family, rely on coffee for their livelihoods. It was a tribute to the ancient art of coffee roasting, a method that carries the whispers of time within its aroma

This journey was not without purpose. Rose aspired to leave a legacy that would transcend generations, an enduring testament to the values of hard work, authenticity, and the unbreakable bond between people and their land. Through every roast, every cup brewed, and every story shared, the company aimed to celebrate not just the richness of Kilimanjaro coffee but the resilience and spirit of the community that sustains it.

Choice Coffee Co Ltd was not only the first woman-owned and woman-run coffee roaster in Tanzania but also a pioneer in promoting sustainability practices. Working with smallholder farmers, we emphasize organic coffee, shade-grown coffee, composting, and water conservation techniques. We also champion gender equality, providing support and resources to female farmers and encouraging their participation in ownership and leadership roles on the farms. Our commitment to gender equality extends to our roastery and supply chain, where we provide equal opportunities and fair compensation for all employees, regardless of gender. Sustainability is not just a slogan for us; it's a way of life. We believe that sustainability is not just good for the environment but also good for business. We promote environmentally responsible, economically viable, and socially equitable practices throughout our supply chain.

At Choice Coffee Co Ltd, we take pride in the quality of our coffee and the impact we are making in the lives of our farmers and communities. We invite you to try our Arabica coffee and taste the difference that sustainability and social responsibility can make. Thank you for choosing Choice Coffee Co Ltd. Join us on our journey to savor the legacy of Kilimanjaro coffee, sip by sip, generation by generation.