The global coffee industry, worth billions of dollars, relies on millions of smallholder farmers. Yet, how much do we really know about their lives and challenges?
A plethora of foundations, NGOs, and coffee companies collectively invest millions of dollars in programs and certifications aimed at improving the lives of these farmers. Platforms like the Sustainable Coffee Challenge bring together 100+ players from across the industry to encourage ethical coffee sourcing while committing to fair payments and supporting farmers with the adoption of sustainable farm practices.
And yet across these programs, the farmers’ own perspective of what does or does not improve their wellbeing is rarely measured or measured inconsistently.

To address this gap, we partnered with the Small Foundation to publish a first-of- its-kind report, using 60 Decibels’ Farmer Thriving Index to reveal deep insights into the realities of coffee farming in East Africa. By hearing directly from thousands of coffee farmers* in Uganda and Rwanda, the report seeks to answer a crucial question: are farmers in coffee supply chains thriving or merely surviving?
The study covers key aspects of farmer wellbeing, including living standards, food security, resilience, and outlook on coffee farming. The results paint a nuanced picture of the challenges and opportunities facing those at the heart of the coffee supply chain. While you can explore the full report here, here are seven key takeaways that stood out from the 3,000 coffee farmers we spoke to:
- Profitability Remains Elusive
More than a third of Ugandan coffee farmers reported no profit last year, with 21% saying they incurred losses. Growers are vulnerable to market fluctuations and climate conditions, which makes harvest seasons unpredictable.
- Financial Vulnerability is Widespread
46% of Ugandan farmers reported not saving at all in the past year, leaving them dangerously exposed to financial shocks. A further 22% saved sporadically, or once every few months. Owing to higher incomes in the region, Central Ugandan farmers can more easily access emergency funds than their peers in other regions.
- Access to Critical Services is Out of Reach
Only 19% of Ugandan coffee farmers have reliable access to agricultural extension, with regional variations (for example 41% in Western Uganda). Despite 71% practicing intercropping, adoption of other resilient practices like composting, water conservation, and biological pest control remains low. Access to other essential services is also limited: insurance (2%), weather information (12%), and credit (11%).
- Unwavering Commitment to Coffee
Despite challenges, farmers remain committed to their craft. Nearly all expect to continue producing coffee for at least the next 5-10 years, with 81% hoping their children will follow in their footsteps.
- Food Security Shows Promise
Overall, 57% of Ugandan coffee farmers are classified to be experiencing ‘minimal’ food insecurity as per the IPC’s definitions. 29% of farmers are classified as food ‘stressed’—more so among households who were surveyed during the growing season (when they were not harvesting). Food security is also slightly lower in the Northern region.
- Coffee processing adds value for farmers
The study found that 55% of Ugandan farmers sell most of their coffee as parchment, correlating with better prices and profitability compared to selling raw cherries. Parchment sellers show improved financial resilience, saving more regularly and handling emergencies better. They also report higher food security.
- The Crucial Role of Cooperatives
Farmers in the four participating Ugandan cooperatives report better access to essential services (80% vs. 51% for non-members). They show higher adoption of resilient farming practices and are more likely to receive good prices, earn profits, save regularly, and handle emergencies easily.
A call for farmer-centric accountability
In sharing these findings with the sector, the goal is to encourage all players in the coffee industry—and indeed, all industries sourcing from smallholders—to adopt similar farmer-focused approaches.
This initiative was a pilot, to test the concept, and demonstrate the power of standardized measurement grounded in farmer voice. Standardized wellbeing metrics can drive meaningful change, ensuring that sustainability efforts truly benefit those at the heart of the supply chain.
We invite coffee brands, cooperatives, exporters, and all stakeholders to make use of this data – by collectively prioritizing farmer voices and wellbeing, we can build a more equitable and sustainable coffee industry for all.
If you’d like to chat further about these findings or our ongoing Farmer Thriving Index, I’d love to connect.
Download the Full Coffee Farmer Thriving Index Here
*The data from this report were collected in the following two ways:
- Uganda National Survey (October 2023): Random selection of coffee farmers across Uganda to establish a benchmark for the ‘typical’ producer.
- Cooperative Surveys: Random sampling of members from four Ugandan and four Rwandan cooperatives participating in the Farmer Thriving Index.