About Vista
Direct trade, family farms, and a shorter road from Cameroon to Canada
Vista Cocoa and Coffee Traders was founded on a simple observation: the best cocoa and coffee in Cameroon is grown by family farms that rarely see a fair share of its value. We built our business to change that.
Why Cameroon
Cameroon grows some of the most distinctive Trinitario cocoa and highland Arabica coffee in West Africa, yet it remains one of the most overlooked origins on the specialty market. Rich volcanic soils, highland elevations above 1,400 metres and generations of farming knowledge produce beans with character that industrial supply chains tend to blend away.
We partner directly with smallholder family farms in the cocoa belt of the Centre and South West regions and the coffee highlands of Boyo, buying at prices that exceed fair-trade benchmarks and are negotiated face to face.
What direct trade means to us
Direct trade is not a certification logo. For us it is a set of working commitments:
Prices negotiated with the growers
We agree each season's price directly with the farming families, typically 20 to 30 percent above the regional farmgate price, plus a quality premium.
Long-term relationships
We commit to multi-season purchasing so farms can plan, invest and improve processing infrastructure with confidence.
Radical traceability
Every lot carries the farm name, harvest window, fermentation and drying records — documentation we share freely with our wholesale buyers.
Meet our founder
Vista Cocoa and Coffee Traders was founded by Jonas Moleka, a Cameroonian-born Canadian entrepreneur who built a direct-trade network of approximately 180 family farms. His background in Canadian public health and his roots in Cameroonian agriculture shape how Vista sources, negotiates and delivers every lot.
Read Jonas Moleka’s bioMeet your next origin partner
Tell us what you roast, brew or produce, and we will send samples and the full story behind each lot.
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