Turning waste into value: The story behind Kumasi Drinks

When Lars first witnessed cocoa farmers discarding the cacao fruit and letting the juice run into the ground, it struck him immediately. “It felt insane,” he says. “We were only using the beans, while the rest of the fruit was full of potential.” At the time, Lars was working as a journalist on a documentary about cocoa. What started as curiosity soon turned into a much bigger question: why is this system the norm, and who does it really serve? That question became the foundation of Kumasi Drinks. 

Kumasi Drinks was founded by three people with very different backgrounds. Lars brings a storyteller’s perspective and a strong drive to connect people and ideas. Rogier comes from a commercial background, with experience at companies like VanMoof, and focuses on building visibility, partnerships and routes to market. Linda, trained in econometrics and international relations, brings analytical depth and a sharp focus on impact. 
“We are very different,” Lars says, “but when it comes to ethical questions, we are always on the same page.” That shared mindset proved essential as the team began challenging long standing assumptions in the cocoa sector.

While working alongside cocoa farmers in the fields and using that shared work as a way to connect and talk, Lars noticed something. As the cacao pods were opened, juice flew freely from the fruit. The farmers focused on the beans, because that's what they got paid for. Lars tasted it. “I tasted a fresh burst of flavor in my mouth".  
The fact that such a flavour and volume were being ignored felt wrong. Turning something overlooked into something valuable slowly became the idea behind Kumasi Drinks.
The first batch of cocoa juice travelled back to the Netherlands in a suitcase. That suitcase leaked at the airport, leaving just one liter. “I froze it immediately,” Lars laughs. That liter was later shared as small shots at a festival. The response was overwhelmingly positive. “That was the moment we realized this could be more than a story.” 

At the heart of Kumasi Drinks lies one clear challenge: the living income gap. Around seventy to eighty percent of cocoa farmers live below the poverty line. Income is highly volatile and tied to fluctuating cocoa prices. 
Kumasi chose a different approach. Instead of linking the price of cocoa juice to the cocoa market, farmers are paid a fixed price per liter. “Stability matters,” Linda explains. “Farmers need to know what they will earn, regardless of market movements.” 
This additional income does more than supplement existing earnings. “You see the effects very quickly,” Linda says. “Families invest in things that generate more income. Small businesses start. We’ve witnessed a family getting their own solar panels in a village.” 
Kumasi’s cacao pressing teams operate six days a week, moving from farm to farm and paying farmers immediately. That timing, according to the team, makes a tangible difference. 

Early on, there were concerns that pressing cocoa pulp could interfere with fermentation and bean quality. Research showed the opposite. “Fermentation actually improves,” Lars says. “Better beans should be paid better. That is where product quality and impact reinforce each other.” 
They want to scale up. “The more we sell, the more farmers we can work with,” Rogier explains. “Commercial success directly enables impact.” 

Defining success beyond revenue

Kumasi Drinks measures success across four pillars: impact, commercial performance, technology and production, and brand. The brand plays a crucial role. “Our brand makes the story tangible,” says Rogier. “Without it, the impact stays abstract and does not scale.” 

Lars connected with Mudita’s Co-Founder Jeroen through Solidaridad. The timing was right, as Kumasi Drinks was looking for new investors. What stood out was the alignment in values and long-term thinking. 
“Mudita dared to take a risk,” Lars says. “They believed in the ambition and gave us the space to grow.” The collaboration went beyond financing, offering sparring, practical support and room to think ahead.  

Looking ahead

Kumasi Drinks sees its future beyond cocoa. Cashew, coffee and other commodities face similar challenges. “We want to stay in commodities,” Lars says, “because the same structural problems and opportunities exist there.” 
The ambition is clear: to be a visible example of how large waste streams can be turned into value and how that value can flow back to the people who need it most. 
As Lars puts it, “Dare to doubt, but also dare to continue. Be bold. If it were easy, someone else would have done it already.” 
Changes in commodity chains happen when people choose differently. Support Kumasi Drinks by choosing their products and sharing their story. Learn more via: www.kumasi-drinks.nl.