Agri Evolve is a "profit-for-purpose" business founded by childhood friends Johnny Rowland and James Wilkinson. After Johnny completed his Tropical Agriculture studies at Reading University, the duo embarked on a journey to the Rwenzori mountains to create agricultural projects—a venture inspired by Johnny's parents' experiences living and working in rural Uganda.
While working at KARUDEC, a Rural Development centre in Kagando, Johnny and James supported individual farms in their traditional practices. This experience highlighted the importance of a broader perspective, prompting them to focus on supporting entire farming communities to maximize their positive impact in the Rwenzoris.
A persistent challenge faced by local farmers caught their attention: despite having coffee, these farmers lacked access to basic harvesting or processing facilities. Compounded by traders offering unfair prices for quick profits, this situation created an opportunity for a positive change in the region's coffee industry. The chance to work alongside farmers aligned perfectly with their goals. They offered farmers an outlet to sell unprocessed coffee, took charge of quality control, and collaborated to enhance the reputation of Rwenzori coffee. By guaranteeing fair market prices and maintaining a long-term presence, Agri Evolve attracted international buyers, effectively putting Rwenzori coffee back on the global map.
When Agri Evolve initially attempted to purchase cherries from farmers and cooperatives in the Rwenzoris, trust was the main hurdle. They focused on building relationships with key community decision-makers to instil confidence in their new initiative. Over time, this led to a gradual increase in the quantity of coffee they could access as cherries rather than processed green beans.
Agri Evolve organizes lots by geographic regions, coordinated through specialist buying centres, often further categorized into specific day-lots. Their primary focus is on controlling the natural processing of cherries while maintaining stringent quality control. They employ round-the-clock techniques, continuously refining each process to produce the finest Rwenzori coffee possible.