Introducing Coffee Farm
White Rose's sister social enterprise, bringing together exceptional coffee and meaningful change.
Whether you're enjoying a coffee in our Nottingham Outlet Store or brewing a cup at home, you're choosing coffee that makes a difference.
In White Rose Stores
Pick up whole bean or ground coffee bags — whichever suits how you brew at home — from all White Rose stores.
250g bag — £12.50
Buy online
Nottingham Outlet Store
Enjoy Coffee Farm coffee from our self-service coffee machine at the Nottingham Outlet Store, Beast Market, Market Square.
See full menu below
Goes straight back to the 850 farmers who grew it — on top of fairtrade market price for the beans bought — the kind of steady income that pays for healthcare and school fees for families in Muyumbu, Rwanda.
850 farmers behind every bag
Great coffee takes time. It takes around four years for a coffee tree to produce its first cherries. Our beans are sourced from 850 farmers in Muyumbu, Rwanda and are 100% single-origin—never blended.
They're also roasted in Rwanda, helping keep more of the value within the local communities where the coffee is grown.
Every cup tells a story of resilience, hope and opportunity. By choosing Coffee Farm, our customers aren't just buying great coffee – they're helping to create lasting change, one cup at a time.
Building a sustainable future for coffee farmers
Creating long-term security for the Muyumbu coffee farmers — laying the foundations for peace education and stable livelihoods in Muyumbu, Rwanda.
By guaranteeing a minimum price for specialty-grade coffee beans from future harvests, farmers have the confidence and security to invest in their farms and plan for the future. This long-term stability enables them to improve coffee production, become more self-sufficient and build more resilient livelihoods.
In 2025, Aegis gifted 50 piglets to coffee farmers in Muyumbu. The piglets provide a source of organic manure for coffee crops, while also offering an additional source of food and income outside of the coffee harvest season.
"When there is poverty in a home you find distrust and conflict. Earning profit from coffee reduces conflicts at home. Coffee is essential to me, especially when it comes to my health and children, since I am able to pay for my healthcare and my children are able to go to school, as I am now able to pay for their school fees."
Dusabimana — Muyumbu coffee farmer
- Earn a more stable and reliable income
- Invest in their coffee farms and improve future harvests
- Build a more sustainable future through coffee
- Support their families and local communities
Join the team at Coffee Farm
Coffee Service HostLove coffee? Enjoy meeting people? Want to gain customer service experience?
Join us as a Coffee Service Host and help customers discover our speciality grade, single-origin Rwandan coffee while supporting the Aegis Peace Foundation and coffee farming communities.
In this friendly, customer-facing role, you'll:
Welcome and chat with customers
Demonstrate our self-service coffee machine
Keep the coffee area clean, tidy and well-stocked
Encourage customers to enjoy a coffee during their visit
No experience is needed – we'll provide all the training you need. With flexible volunteering to fit around your availability, it's a great opportunity to build confidence, develop customer service skills, enhance your CV and make a real difference.
Apply to volunteer