About Us
ABOUT ACT
African Coffee Trade Fair
Where Kenya' s Finest Coffee Meets the World
Our Beginning
African Coffee Trade Fair (ACT) is not simply a sales event. ACT was launched to create a structure in which Kenyan coffee can be recognized at its true value.
While the traditional auction system has been efficient for large-scale distribution, it has had limitations in fully capturing the precise value of micro lots and the individual stories of farmers.
ACT began with a question: "Can exceptional coffee be traded within the most transparent structure?"
Apply to bidOUR PHILOSOPHY
We do not see coffee as a commodity.
We see coffee as a result.
The climate of a single year, the characteristics of the soil, the choices of the farmer, and the moment of harvest — all come together to create that result.
ACT believes that this result should be evaluated and traded within a transparent and direct structure.
We operate based on the following principles:
- Direct Connection
- Transparent Auction Structure
- Quality-Driven Selection
- Sustainable Value Distribution
From Kenya to the World
ACT begins at origin — in Kenya. Grown at altitudes above 1,600 meters, featuring distinctive Kenyan varieties such as SL28, SL34, and Ruiru 11, and shaped by microclimates that create complex acidity and structure.
Each lot is managed in a way that preserves its origin characteristics, and exports are conducted through a professional logistics system.
We do not simply move coffee.
We deliver Kenya's terroir to the world.
THE ACT SELECTION FRAMEWORK
Conducted Under AFA Supervision
All ACT lot selection processes are conducted under the supervision of AFA (Agriculture and Food Authority).
To ensure fairness and consistency, AFA applies blind evaluation principles and internal verification procedures:
- 1
Anonymous Blind Evaluation
- 2
Multi-Stage Review Process
All lots undergo: Physical evaluation, technical inspection, and professional cupping assessments are carried out in a structured manner.
- 3
Technical Verification
Where necessary, machine-based quality testing is conducted in parallel. All lots are coded and systematically managed.
- 4
Documented Quality Records
- 5
Conflict-of-Interest Compliance
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ACT is not designed to lower prices.
It is designed to enable premium value to be more precisely discovered and strategically expanded.
Direct Sale Model
ACT operates a Reserved Price-based Direct Competitive Sale system.
- Each lot is assigned a pre-agreed Reserved Price.
- The platform operates through an open competitive bidding structure.
- Final sale prices are disclosed in real time.
- Contracts with producers follow a transparent settlement framework.
This structure protects two key elements simultaneously:
- The producer's minimum value
- Fair market competition
Impact & Sustainability
ACT does not aim for one-time transactions.>
Driven by a dedication to quality and equity, we pursue the following strategic objectives
- Securing producer premiums
- Building long-term buyer partnerships
- Increasing the value of micro lots
- Establishing a sustainable production structure
The Direct Sale model is designed to ensure that producers receive fair and justified evaluation for their coffee.
ACT redefines the balance of the coffee value chain.
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