Nyeri is an agricultural region, known for its red volcanic soils and some of the coolest average temperatures in Kenya. The co-op’s most well known wet mill is the Ichuga Wetmill that was started in 1978. Most farmers have an average of about 250 coffee plants, and many of them are inter-cropping those to improve the biodiversity and health of the land.

Now that direct trade has begun, the coffee farmers are being paid more. They are free from the exchange system. Kenya has long been valued for its high quality coffees and that has kept prices high and stable. Now, through direct trade, the farmers can benefit from that.