Farming as a Business: A Global Story of Coffee and Community
Client: Volcafe Ltd.
Brief
Our collaboration with Volcafe, one of the world’s leading green coffee merchants, focused on producing a series of short and feature-length videos to showcase their Farmer Support Programme – Volcafe Way. The assignment spanned three continents and centered on key thematic areas: environmental sustainability in Uganda, community and people in Colombia, and future-oriented farming practices in Papua New Guinea.
Volcafe chose Fairpicture for our commitment to ethical production, deep engagement with local communities, and a transparent working model. These values aligned closely with Volcafe’s own principles and sustainability goals. Under the creative direction of Tobias Thiele, the production maintained a consistent visual identity and a strong emphasis on ethical storytelling throughout all stages – from storyboard development to final delivery.
We partnered with local visual creators from the Fairpicture network who brought rich local context and narrative authenticity to each story. In Uganda, Nyokabi Kahura captured efforts around agroforestry and sustainable farming. In Colombia, Andrés Bo focused on the relationship between farmers and Volcafe’s technical teams. In Papua New Guinea, Cheyenne Abel highlighted the promise of rejuvenated coffee farming and community resilience. Together, we co-created stories that placed local perspectives and lived experiences at the center.
Client
Volcafe Ltd.
Visual Creators
Andres Bo (Colombia), Nyokabi Kahura (Uganda), Cheyenne Abel (Papua New Guinea) and Tobias Thiele (Creative Director)
Theme
Support programme for coffee farmers
Locations
San Pedro de Cartago (Colombia), Masaka (Uganda), Goroka (Papua New Guinea)
Date
September 2024 - May 2025
We chose Fairpicture for their approach to video production and network. Relationships were the most crucial concept to convey in these films – human relationships as well as the relationship to coffee and to the land. Tobias fully embraced it, bringing to life three videos with a common feel, real warmth, and a unique twist.
Marie Renou-Ullrich
Head of Marketing and Communications at Volcafe Ltd.
Coffee farmer Peter shares his efforts to improve his farm and leave a legacy for his children, with support from Volcafe Way.
Goroka (Papua New Guinea): Cheyenne Abel / Volcafe / Fairpicture
Context
Volcafe Way is the cornerstone of Volcafe’s sustainability strategy, offering direct support to tens of thousands of coffee farmers worldwide. Launched in 2014, the programme promotes "farming as a business" by helping producers improve profitability, adopt sustainable practices, and plan for the future.
Through technical assistance, training in good agronomy, and the creation of model farms, Volcafe Way empowers farming communities to strengthen productivity, resilience, and environmental stewardship. It also supports certification efforts and promotes traceable, responsibly sourced coffee, aligning with rising consumer demand for ethical products.
By connecting the needs of producers and roasters, Volcafe Way helps secure long-term viability for coffee farming – ensuring coffee remains both a livelihood and a sustainable product for generations to come.
Isaac Mugisa, Volcafe Way technician explaining how to integrate regenerative agricultural practices and other techniques to grow a thriving farm.
Masaka (Uganda): Nyokabi Kahura / Volcafe / Fairpicture
Jaide in Colombia
Travel to Colombia and meet Jaide Cabrera, a farmer who shares her journey toward a sustainable living through coffee, with support from Volcafe Way technician Carlos Hoyos.
Credits:
- Cinematographer: Andrés Bo
- Creative Director: Tobias Thiele
Every assignment starts with a question: can I build real trust with the protagonist, quickly? For this project, Fairpicture connected me with a producer in Germany and a local partner in Uganda. That human bridge made all the difference. From our first call, the collaboration felt grounded. We spoke openly, planned thoroughly, and when I finally met Eugenio and his family, I was welcomed with warmth. He shared his life – work, faith, family – with honesty and pride. Throughout, Fairpicture stayed close: coordinating quietly, ensuring respect, and making space for genuine connection. The result was a holistic story that we crafted together.
Nyokabi Kahura
Visual Creator at Fairpicture
Eugenio in Uganda
Visit Eugenio in Uganda, a coffee farmer using regenerative agriculture to ensure a sustainable farm and future for his family.
Credits:
- Cinematographer: Nyokabi Kahura
- Creative Director: Tobias Thiele
Peter in Papua New Guinea
Coffee farmer Peter shares his efforts to improve his farm and leave a legacy for his children, with support from Volcafe Way.
Credits:
- Cinematographer: Cheyenne Abel
- Creative Director: Tobias Thiele
2025, Masaka (Uganda): Nyokabi Kahura / Volcafe / Fairpicture
Outcome
The project resulted in a powerful 2-minute trailer weaving together footage from Colombia, Uganda, and Papua New Guinea, complemented by three in-depth feature videos, each focusing on a different aspect of the Volcafe Way programme.
Production began in Colombia with Andrés Bo, followed shortly by shoots in Papua New Guinea with Cheyenne Abel and in Uganda with Nyokabi Kahura. All footage was then brought together by creative producer Tobias Thiele, who handled editing and post-production to ensure a unified visual identity and narrative tone. This consistent approach was key to the series’ professional quality and coherence.
The trailer was launched on 7 May 2025 across Volcafe’s LinkedIn and website, followed by the release of one feature video per week.
Screenshots from all three local productions
Credit: Andres Bo (Colombia), Nyokabi Kahura (Uganda), Cheyenne Abel (Papua New Guinea) and Tobias Thiele (Creative Director) / Volcafe / Fairpicture
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