A contribution from Martin Elwert from 13 May 2026
We are absolutely delighted – and rather proud too: in early April 2026, the Specialty Coffee Association (SCA) presented Coffee Circle with the Sustainability Award. And not just for a single project, but for what defines us at our core – our business model.
This means a great deal to us. This award is one of the most prestigious in the speciality coffee scene, supported by a global community of producers, roasters and experts. The fact that our approach has been recognised here and selected from among so many impressive participants is both a source of motivation and a mark of appreciation for us.
We offer our heartfelt congratulations to the winners in the non-profit category and to our fellow nominees, and we are delighted to be honoured alongside such inspiring organisations.
What are the SCA Awards?
The Specialty Coffee Association (SCA) is a leading global organisation in the speciality coffee industry, connecting producers, roasters and experts whilst promoting quality, sustainability and innovation. Through the SCA Awards, the organisation recognises outstanding achievements, sustainable business models and social initiatives within the coffee industry.
The SCA Awards are regarded as one of the most prestigious honours in the speciality coffee scene and are presented by an international jury.
“When I look back on this 15-year journey, it all actually began with a fairly simple, almost naive idea: we didn’t just want to create a high-quality coffee product, but also make a real difference for everyone in the supply chain – especially at the local level.
This gave rise to what remains the foundation of Coffee Circle to this day: for every kilogram of coffee sold, one euro goes towards selected local projects. And this isn’t tied to a potential profit that has to be generated first, but is firmly embedded in the model from the very start. That was important to us because it means that the impact is directly linked to our growth – the more coffee we drink together, the more we can invest.
From the very beginning, we have built Coffee Circle as both a for-profit and a non-profit organisation. With the help of the Coffee Circle Foundation e.V. and our customers, we invest significant sums each year in projects in the countries of origin of the coffee, whilst ensuring full transparency. These investments grow automatically. They are not an ‘extra’ that is added at some point, but an integral part of our business model.
We are incredibly proud to have created an exceptional coffee experience that has delighted so many people – now also in our cafés and in their everyday working lives. The fact that our concept has been so well received and is now also recognised by the SCA is, to me, a special endorsement, and I am delighted about it.
It has always been important to us to use project funds in a targeted and long-term manner. Over the last 15 years, we have worked with strong partners to implement projects that go far beyond short-term measures. The focus has always been on creating sustainable structures – based on specific needs and in close consultation with local people. It is about listening, developing solutions together and ensuring that measures are not just well-intentioned, but actually make a difference. This approach, based on equality and trust, has shaped our work from the very beginning”, explains Coffee Circle Founder and CEO Martin Elwert.
„We see our project work as a way of supporting the cultivation of high-quality coffee. The aim is to provide economic incentives rather than offering charity. Over time, it has become increasingly clear that coffee is only ever part of the bigger picture. The people we work with do not live ‘by coffee alone’. They grow a variety of crops, look after their families, their animals and their communities. If you really want to make a difference, you have to understand this reality – and design projects in such a way that they meet the actual needs on the ground.
One example that always springs to mind is our work in Ethiopia. There, together with partner organisations such as Welthungerhilfe, we have invested in infrastructure over the years that provides hundreds of thousands of people with access to clean drinking water. To date, around 80 kilometres of pipework have been laid there. When you see on the ground what a tangible difference this makes – to health, daily life and quality of life – it quickly becomes clear that this is about much more than just coffee.
With the Coffee Circle Vision Fund, we have taken this idea a step further in recent years. It enables us to expand our network and support additional projects in parallel – thereby broadening the scope of our impact. At the same time, with our Impact Report, we have begun to make all of this more transparent and tangible – things that previously often happened behind the scenes.
Especially in these times, when the prevailing mood sometimes drifts and it becomes increasingly difficult to distinguish between ‘Who is doing what really well?’ and ‘Who is just taking pretty pictures?’, it is encouraging to see that the SCA is taking a close look. For us, it has not always been easy to adequately demonstrate that long-term impact is an integral part of our DNA.
The fact that the SCA recognises and honours precisely this means a great deal to us. It shows that it is not just individual, visible projects that count, but also the consistency with which we have pursued our mission for over 15 years.
I would like to thank all our employees, partners, shareholders and supporters over the last 15 years – none of this would have been possible without you.
Ultimately, this award is above all a confirmation that our approach works. That it is possible to build a business that thinks commercially – whilst at the same time driving positive, long-term change on the ground. And that every cup of coffee can be part of that. I am incredibly proud of that.”
– Martin Elwert, Coffee Circle Founder and CEO
Martin Elwert
Martin ist seit 2010 Gründer und Geschäftsführer von Coffee Circle. Martin treibt die Vision des Unternehmens voran und ist für die Umsetzung unserer Projekte in den Anbauländern verantwortlich.
