Firaol was born and raised in Ethiopia. Coffee has always been part of his life. Both his great-grandfather and grandfather farmed coffee in the Harrar region of Ethiopia.

Years later, while in college in the US, relatives sent coffee from their family farm in Ethiopia. They sent more than he and his mom could drink, so he decided to learn how to roast it and share it with friends.What started as curiosity turned into something deeper. Firaol began roasting and selling coffee out of his dorm room, learning firsthand what it takes to roast, sell, and run a coffee business.The more time he spent in specialty coffee, the more something stood out: many quality-focused roasters still struggled to access the very best coffees from Ethiopia.Moii grew from that realization.Today, Moii works closely with producers in Ethiopia to bring their coffees to roasters who care just as deeply about craft as they do.