Coffee has long been a bridge between cultures, and the partnership between Boon Boona Coffee and MiiR is a celebration of tradition, community, and shared values.
At the height of the pandemic in 2020, as uncertainty loomed, MiiR launched a small business campaign to support local coffee shops and breweries. The initiative allowed customers to nominate their favorite local spots to receive free, customized MiiR products. Among the nominees was Boon Boona Coffee, a standout that has since grown into a cherished partner of MiiR.
Led by Founder and CEO Efrem Fesaha, Boon Boona Coffee has cultivated a mission deeply rooted in East African coffee traditions, economic empowerment, and community building. Over the years, Boon Boona and MiiR have built a partnership focused on impact, innovation, and, of course, great coffee.
What Makes Boon Boona Coffee Unique
“For us, coffee isn’t just about the beverage. It’s about people, connections, and culture.” — Efrem Fesaha
The name “Boon Boona” derives from the word for coffee in many East African languages. Inspired by his Eritrean heritage, Efrem established Boon Boona to celebrate East African coffee traditions, bridging cultures through the art of coffee.
Boon Boona sources all its beans from African nations like Ethiopia, Rwanda, and Kenya, providing vital economic opportunities for coffee producers. Efrem’s vision also extends to Boon Boona’s welcoming café spaces, which are designed to foster community through art, music, and education.
From Eritrea to Renton: Efrem’s Journey
Efrem’s story begins in Eritrea, where he first experienced coffee’s role in culture through traditional coffee ceremonies. His travels to Eritrea and the Italian-influenced café culture there sparked his vision to bring East African coffee traditions to Seattle, blending them with modern coffee practices.
“Walking through the city, I smelled roasting coffee everywhere—it was inspiring. That connection to my roots, combined with Seattle’s coffee culture, shaped Boon Boona,” Efrem shared.
Boon Boona began as a flagship café in Renton and has since expanded to Capitol Hill, the University District, and even Microsoft’s campus in Redmond.
Coffee Merchandising and Partnerships with MiiR
In 2020, MiiR’s campaign to help small businesses brought custom MiiR products to Boon Boona during a critical time. The partnership exceeded expectations, with custom products selling out within two months and generating much-needed revenue.
“I don't want to just buy something at fifty cents, and sell it for a dollar. I want there to be something deeper, something richer, something more to gain, you know? A community to support one another. You can't ask for more. And that's why I love this partnership with MiiR. Whenever an opportunity offers itself up to collaborate, it's like, yeah, sign me up” — Efrem Fesaha
This relationship continues to thrive. Today, Boon Boona uses customized MiiR products for coffee merchandising, allowing them to share their story while offering customers high-quality drinkware.
MiiR: So, what’s it been like working with MiiR?
EF: Before we got connected, I always thought that MiiR products were pretty dope. It was a few months into the pandemic we found out that MiiR was running a contest on social media, where folks could nominate where they wanted to see MiiR products donated, and we were nominated and selected. As a result, we were gifted a whole bunch of MiiR products. We were hurting, so to be able to invest in more merchandise, more product – that’s a luxury beyond luxuries. Nine other businesses also benefited from that campaign, which showed a lot of MiiR’s character.
Within about two months, it all sold out. We knew we needed to put an order in for some more. And I remember, it just kept working. That whole process – the engagement, the care, the opportunity – that all surpassed even the quality of the product. Of course, customers love it. But I'm also looking for someone that's doing good. And MiiR was doing good, especially in a time of hurt. That says a lot about the organization, and the people behind it, too. And it's only continued on.
Now, here we are, close to four years in together. And truly, I am fortunate to have something more meaningful than just transactional. Because that's not what I got into this for.
A Shared Commitment to Responsibility & Social Awareness
Boon Boona’s focus on social impact and sustainable sourcing aligns closely with MiiR’s values. Inspired by MiiR’s B Corp certification, Efrem guided Boon Boona through the certification process, strengthening their shared commitment to responsible business practices.
“Working with MiiR showed me how business can be about more than profits—it’s about impact and doing good for the community.” — Efrem Fesaha
MiiR: What’s one thing about our partnership that’s inspired you?
EF: I wasn’t too familiar with B Corp certification until I connected with MiiR. Hearing Bryan speak to its purpose and, you know, all the different goals that MiiR put in place to make sure that it's not just about the business, but about doing it responsibly
— how it's important to really look at the entire process, sourcing to output … it was something that I started to dive into. And then, during MiiR X, hearing Bryan offer up the MiiR team’s help as well. Like, “Hey, if you need any help getting through the process, because it is tough, we're here to support.”
It took about a year plus to work through it. But I was really excited and grateful when we did get certified. And to be able to carry it with pride and, you know, to still look for opportunities to be impactful in our community, it's super, super great.
MiiR: There’s a social impact component as well.
EF: Yeah, it started with coffee. Who are we sourcing it from? What are we paying for it? What does the supply chain look like? And yeah, we're small, but we're working progressively to get to even better places. So that's one of the first steps.
We're learning as we go, as we have more means and more capacity. We want to know what the community really wants so we can bring it into our space.
Looking Ahead: What’s in store for Boon Boona Coffee
As Boon Boona continues to grow, Efrem remains focused on building his team, expanding roasting capabilities, and strengthening connections with the community.
“The people I’ve met and built relationships with along this journey are what I’m most proud of. Coffee is a tool for creating a better future, one connection at a time.”
View the MiiR Film - In the Words of Boon Boona Coffee
MiiR: Looking to the future, what are some things that you’re most excited about?
EF: We just bought a larger roaster, so putting that thing to work. We opened up a location on Microsoft's campus about a month ago, so we’re hoping that it's successful. And really, this year, it's about building up our team and supporting them, defining more of those goals that we have for outside of our cafes — like sourcing, community, all of that. I'm just super grateful for the entire team, and I’m excited for what’s to come. So yeah, let's keep at it.
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