FairChain aims to establish a fairer distribution of returns in a production chain. For many products, this distribution is crooked, leaving the farmer or the exporting country a fraction of the retail price. Fair Chain goes beyond fair trade, which mainly wants to guarantee farmers a fair price. The Fair Chain principles were first developed by Dutch-born entrepreneur Guido van Staveren van Dijk, when he founded Moyee. Moyee, a Dutch-Ethiopean coffee company, (2012) is an organization to apply the chain concept in the coffee production chain by roasting, mixing and packaging beans in the country of origin, instead of in Europe or the United States as it is normally done. The aim of Fair Chain is therefore to leave more added value in the producing country. This way to operate fits into the idea of creating shared value, which means that in Moyee's case economic and social interests go hand in hand:
After the FairChain foundation wrote down Its principles and Moyee Coffee was created, Escoffee in Ecuador and Azahar Coffee in Colombia ("Value Added at Source") could be considered amongst the first initiatives to work according to the FairChain principles