Wild is a brand that is on a mission to change the coffee industry for the better. They have developed a sustainable innovation strategy that focuses on eliminating middlemen, paying coffee farmers a fair price, and creating value at the source. The brand believes in challenging the current norms of the industry by ensuring that the value of coffee remains at origin.

Wild's goals are to show the world that a better coffee industry is possible, offer coffee farmers a better price for their coffee, create jobs that utilize the untapped talent in Africa, work with farmers to address environmental challenges, and provide climate positive coffee. They believe that the current business model, where the coffee growing countries export their coffee as a raw material and the value addition is done in the developed countries, is outdated. Wild is based at the birthplace of coffee in Uganda, surrounded by some of the best coffee producing nations in the world.

This allows them to source amazing coffee and connect directly with the farmers, while also having a direct impact on the local economy. By eliminating middlemen and selling directly to the end consumer, Wild is able to pay a premium price to the farmers, 100% above the five-year lowest market price. They also focus on helping farmers improve their yield and encourage coffee drinkers to shift from commodity coffee to specialty coffee, which not only tastes better but also pays the farmers better.

Wild is committed to creating a sustainable and socially responsible coffee industry that benefits everyone involved, from farmers to consumers. By choosing Wild, customers are not only enjoying a high-quality cup of coffee but also supporting a brand that is making a positive difference in the world