The BIG Screen!

Wow. Big news from the land of glamour and glitz; the land of tall canvas folding chairs, fuzzy microphones, and ACTION!

Ellen and Curt’s beautiful documentary Delicious Peace Grows in a Ugandan Coffee Bean has been accepted to both the New York and Los Angeles Independent Film Festivals! These are the premier independent film festivals in the world, and needless to say, competition for screenings is intense. A big congratulation to Curt and Ellen, and their non-profit production company JemGlo. For those of you who haven’t yet seen the trailer, you can watch it online on YouTube. It’s a beautiful telling of the story of “delicious peace” and a testament to the skill, art, and passion of our dear friends Ellen and Curt. As they say in Uganda…webaale nno!

(See the festival’s ad on their website)

Wrappin’ it up

It’s been a week since JJ left for Uganda, and Ben and I returned to the Mendocino Coast. This year’s tour was very different for me than last year’s. First off, Ben and JJ spent the first week traveling together, while I stayed behind to plan an event here at home. It’s really hard touring; sleeping every night in an unfamiliar bed (actually, who am I kidding – I have so many sleep issues I don’t even sleep in my own bed…nevertheless), managing your life around other people’s schedules, and I must mention that vegetables simply seem to disappear from our diets. For however awesome and rewarding it is to be on the road, it is exhausting. So I did not have to deal with that bit of it from the get-go, which made the second half of the tour less stressful.

On Feb 28th, my grandfather past away. As soon as I found out he wasn’t doing well I booked a flight home. Unfortunately, he passed away an hour before I landed in Philadelphia. He was my best friend.

After spending a few days with my family, I met up with Ben and JJ in San Francisco. We had a phenomenal time traveling the West Coast. We were welcomed with open arms by so many wonderful people who support the Mirembe Project. Their enthusiasm inspires and rejuvenates my spirit.

I find myself torn between two emotional poles. I am still very sad about my grandfather, and will be for some time to come. Yet my struggle to find inner solace is lightened by my work. Over the last three weeks I have often felt alone, yet I have been blessed by those who are motivated and push forward in meaningful and significant ways. Although my biological family is core to my life, since last year’s tour my extended family has grown exponentially. From the fields in Uganda to communities all across America, we are all connected. I sincerely thank you for your support on so many levels.

San Francisco Chronicle: MUSIC, SPIRIT, IDENTITY


Young Jews from Fort Bragg to Uganda gather

Lisa Alcalay Klug, Special to The Chronicle

Sunday, March 18, 2007

When J.J. Keki began leading classic Hebrew songs at a traditional Jewish Sabbath meal in Long Beach last weekend, his 400 lunch companions were transfixed. An African Jew and Grammy-nominated musician, Keki attended Jewlicious 3.0 @ the Beach, self-described as the largest Jewish youth festival. And whether he was singing or discussing his work directing the fair trade Mirembe Kawomera Cooperative for Jewish, Christian and Muslim coffee farmers in his homeland, Uganda, Keki had found his audience.

“I use singing and coffee to promote peace,” said Keki, a member of the Abuyudaya community in Uganda, whose ancestors converted to Judaism in the early 20th century. “Today, the world is in pain. We want to prove that a better way is to be proud of who you are, respect each other and make something great together. That is my work.”

It is also the work of the Thanksgiving Coffee Co. of Fort Bragg, which partners with Mirembe Kawomera (“Delicious Peace”) to bring its product to American synagogues, churches, mosques, youth groups and other grassroots organizations, including the San Francisco Interfaith Council.

Two representatives of Thanksgiving Coffee, Ben Corey-Moran and Holly Moskowitz, joined Keki and more than 30 Northern Californians at the Alpert Jewish Community Center for the third annual Jewlicious Festival.

Designed as an exploration of Jewish culture, innovation and spirituality, organizers call it “a celebration of “Jewnity: part music festival, part spiritual gathering, part international youth conference and totally unlike any other weekend in human history.”

“Young Jews are seeking unity, spirituality and new ways to celebrate their identity,” says Festival Director Rabbi Yonah Bookstein, whose mother lives in Berkeley. “Orthodox, Conservative, Reform, Bu-Jews (Jewish Buddhists), feminists, Democrats, Republicans, agnostics, anarchists … anyone with any connection to this tribe of wandering, creative, passionate and uniquely Jewlicious people belongs at this festival.”

Indeed, the annual gathering attracts Jews from every denomination and political affiliation for 60 hours of workshops, festive meals, conference sessions, concerts and other expressions of Jewish creativity and vitality. From its beginnings in 2005, the Jewlicious Festival has grown from 100 attendees to more than 350 participants and some 30 volunteers and several dozen presenters who work in a variety of fields, from Hollywood screenwriting to activists working to stop the genocide in Darfur.

“We believe with all our soul and all our might in creating unifying events to celebrate Jewishness,” says Rachel Bookstein, a graduate of UC Santa Cruz who grew up in San Anselmo and Fairfax. The wife of Yonah Bookstein, she serves as director of Beach Hillel, which locally hosts and co-produces the event. “We are committed to celebrating life and diversity, learning from different people and experiencing different things that enrich and fulfill our Jewish lives.”

Participants from more than 40 colleges and universities were represented, including several score from Sonoma State University who made the trip together with local young professionals like Tomer Altman. The founder of an extensive online resource, Altman teamed up with Sonoma Hillel to contract the bus. After attending Jewlicious 2.0 last year, Altman was inspired to create his blog, Oy Bay, the Jewish Blog-by-the-Bay. “I had such a great time last year that I had to come again,” Altman said.

Other Bay Area attendees included musician Ayal Nistor, who recently relocated to San Francisco from Tel Aviv. His one-man band, A Second Surprise, performed Sunday night, and was just one among an extensive lineup of artists appearing at two peak Jewlicious elements, the Saturday and Sunday night concerts. Both shows were packaged in the festival’s student ticket price of $36, and $54 for nonstudents younger than 27. The cost includes indoor, sleeping-bag-friendly space to crash for several nights, generous kosher meals and snacks and nearly all-night programming.

The concert lineup featured cutting-edge special guests, klezmer-punk band Golem and New York folk-rocker Rav Shmuel, who teamed up with dance-fusion band the Bloodsugars to perform his signature song, “Protocols,” a spoof of anti-Semitism that appears in an animated video on and YouTube. Additional performers included actor-rapper-comedian Smooth E, Israeli indie band missFlag, the unique sounds of Tel Aviv-based Soulico Crew, Jewish heavy metal rockers the Makkabees, Rabbi Bookstein’s own Shankbone and DJ Eric Rosen & the Twelve Tribes Live Percussion Ensemble.

The festival grew out of the of the popular blog

“The ultimate point of the Jewish Internet is to nurture and inspire Jewish life in the real world,” says’s co-founder, Laya Millman, a writer and photographer who lives in Israel and flew in for the festival. “Through the Jewlicious/Beach Hillel partnership, we’ve all been able to translate online inspiration into a high-impact, real-life experience. The energy is intoxicating.”

Cecile Merrin, 18, a junior majoring in business accounting and financial economics at Sonoma State and a first-time attendee, agreed. “I like the diversity, because (I haven’t met) any students who are Orthodox at Sonoma State. And I really like all the people I met.”

As a result of the conversations she enjoyed over the weekend, Merrin is resolute about her plan to join Birthright Israel, a free trip to the Holy Land for young Jewish adults. “I heard what a life-changing experience it was, and I really want to go and see what it does for me in terms of my Jewish identity and my faith.”

Her classmate Jordan Speizer, 20, a music major from Napa, is also considering a future Birthright trip. He also plans to return to Long Beach for Jewlicious 4.0. “Three hundred Jews in one room is an experience. If you’ve never experienced it before, it’s hard to explain, but there’s a contagious energy. It’s hard not to be uplifted, especially for someone who went to high school with one or two other Jews.”

For Keki and his Fort Bragg colleagues, it is this dynamism they are looking to attract. As Corey-Moran explained, “These are people who want to be a part of this project, and that for us is the market we’re trying to connect with: young people, inspired, motivated and pursuing social justice. Our purpose in coming to Jewlicious is to share this beautiful story and meet these wonderful people and invite them to become part of our work.”

A message from JJ Keki

I’m now speaking to my people, who read this blog. For those people who took care of me here, who received me here, that I have had a wonderful time here. Talking to people who are very welcoming, and who are responding positively. I only request that those friends who we met from interfaith, fair trade, and others, to remain friends, to be bound to what we reached out with, so that it becomes a reality, our dream of bringing peace in the world. That you would now become good ambassaders for promoting peace in the world. That is it.

We have sown the seeds, and I request that these seeds be multiplied by you who have received them, so that they can be spread to every corner of the world. This is what we are seeking.

The relationship between us has been very good, and I only pray that this relationship goes forward, from strength to strength. So that our seeds grow ever more fertile, so that we have, like our coffee, healthy, productive, and beautiful blossoming, so that we yield many sweet fruits for our children.

Thank you, I would invite everbody, all of my friends to come and witness, and not only to witness, but by visiting to encourage our cooperation and our efforts. Goodbye. Be well,




The chairman waves goodbye. San Francisco International Airport, March 14, 2007.

Jewlicious 3.0

On Friday morning we flew to Long Beach for 60 + hours of Yiddishkeit at the 3rd annual Jewlicious Festival. So what is Yiddishkeit you ask? Sit back, relax, and I’ll tell you. Yiddishkeit is everything and anything having to do with things relating to Jewish culture of course.

We were greeted at the airport and shuttled to the Jewish Community Center where all events took place. As the sun set, we welcomed the symbolic Sabbath Queen by lighting candles. Then we participated in Friday evening prayers, which were led in Carlebach fashion infused with dancing and singing.

We had a lovely traditional multi-course Shabbat dinner where JJ was honored by sitting at the head of the table. After dinner, JJ, Ben and I led a panel discussion on Fair Trade, the Cooperative, and our work in the world. Everyone was receptive to our message of social justice and interfaith cooperation. JJ made clear the 2 things that will bring long-term peace: 1) Being proud of who you are. Regardless if you are a Jew, or a Muslim, or a Christian, you should be proud of what you are. 2) Respect. Be proud of who you are and respect your neighbor of who they are. Rabbi Carlebach once wrote, “When Moshiach (The Messiah) comes, every religion in the world will begin to accept the differences and uniqueness of the other religions.” I believe that JJ is leading us closer to Moshiach.

The weekend was packed with amazing discussion groups. After the Sabbath, music bands from all over the world played until the early morning. On Sunday night JJ took the stage in true rock star fashion.

Big Toda Rabas (thank you-s) to Rabbi Yonah – Director Jewlicious Festival, Rachel Bookstein – Community educator, Director, Beach Hillel, Hartley Wynberg – Production Coordinator, and everyone else who made the festival truly fabulous!!


Who’s the rockstar?

JJ comes to our home town

by Paul Katzeff, Co-founder and CEO, Thanksgiving Coffee Co.

You throw a party and wonder…will anyone come? Well Town Hall was packed and no one was disappointed . Ft. Bragg’s Town Hall is on Main Street in the center of town. It has been there for 100 years and the site of citizens fighting government and government consultants for decades. When the hippies came in the early 70’s the town devided along class lines. Old timers vs. Urban youth , loggers vs. Environmentalists, and no growthers vs. the real estate pro growth lobby. City Hall has not been a place of peace in all the years that I have been here. But on March 7th it was very different. People came to hear first hand about peace in a far away place . They came to learn how JJ Keki got Jews, Muslims and Christians together to build a better life in their shared community.

The peace movement activists came, the interfaith people came, and our friends came to the party . We did our “dog and pony show” for about 90 minutes. I sat so I could see the audience of about 85 people (2 % of the local populous). They were mesmerized by the concept which I framed as “The Greatest Coffee Story Ever Told”. I was surprised at a spontaneous applause that happenned when at the evenings close I reminded people that this beautiful story was nothing but a story until the Mirembe Kawomera Cooperative sold enough coffee to become sustainable and that peace and economic justice were intimately related . “We are fund raisers for this revolution of peace and that is a noble cause…to sell coffee so peace can reign” I said. ” Hope breeds determination and we have enabled hope to exist in their community and they are determined because we are on their team and also determined to show that interfaith cooperation coupled with economic development can lead to a better life for all. JJ became living proof of this possibility and the people who came to our party felt it and loved the feeling.

And then we saw some parrots…

It’s Sunday night, after a long, and action packed weekend in San Francisco. Today, JJ and I attended morning services at Grace Cathedral, a beautiful, and welcoming Episcopal Church in the heart of San Francisco. Following services, we were introduced to the community by Reverend Alan Jones at a coffee hour and reception. Grace is one of the San Francisco Interfaith Council’s leading communities, and they’ve mobilized a strong and enthusiastic group of their members to join us, form a buying club, and make the dream of the SFIC campaign a reality. JJ and I had the honor of introducing our dear Rita Semel to the assembled congregants, and gave our shortest presentation to date—I think it was less than ten minutes between the two of us. Many thanks to the Grace Community, and in particular, Will Scott, for organizing this wonderful event. We look forward to working together in the future!

We broke for lunch, JJ and I joined by Curt and Ellen of Jem/Glo fame (see below “On the Silver Screen), David Funkhouser of TransfairUSA, my wonderful girlfriend Hayley Ross, and our art director and website designer extraordinaire Sven “long limbs” Sandberg. After a tasty meal at San Francisco’s hip and eco-conscious Ferry Building we returned to our car, only to be diverted by a flock of…you guessed it, parrots. The famed Parrots of Telegraph Hill. So there we were, an eclectic group of friends, watching a bunch of parrots in San Francisco. Thanks to Curt for the great picture!

We made our way to Congregation Emanu-El, where two days before, we had been hosted for a beautiful Friday night Shabbat service. There surrounded by hundreds of young folks, we hawked our wares at their fair trade gift fair, and Purim celebration. Thanks to Mollie Schneider, Director of Young Adult Programming at Emanu-El for organizing the great event, and for making sure that JJ had a slot in the talent show. As usual, JJ brought the house down with his words and music. I only wish that I’d been better able to explain the J-Date skit to my friend from Uganda, there are some things that just don’t make sense unless you’re an American (or maybe even if you are!).

Friday Prayers

I hadn’t been inside a mosque since Uganda, where I visited with Elias Hasalube, the cooperative’s chief agricultural extensionist, a board member, and a Muslim. I thought of that Friday afternoon as I walked down the street, downtown San Francisco, with JJ, to meet Souleiman Ghali, one of the leaders of the San Francisco Islamic Society, and a member of the San Francisco Interfaith Council. Souleiman and I have spent a lot of time together in the past few months, discussing the project, and building our program of interfaith mobilization in San Francisco. He was very much looking forward to meeting JJ, and I was looking forward to introducing them to each other.

Greeted by Souleiman, Iftekhar Hai, and other leaders from the Muslim community, we sat down for coffee, juice, and sweet pastries. While we chatted Iftekhar and Souleiman compared notes on hospitality: who should serve the guests, and when. You see, Souleiman is from the Shuf mountains of Lebanon, where you first greet your guests, sit down, talk, and then sometime later, serve them food and drink. To serve them first would be to suggest that you wanted their visit to be short, that they should leave as soon as possible. Iftekhar was shocked. In his native Pakistan, it would be an offense to not serve your guests immediately, how else would they know that they are welcome, and perhaps they are tired, and in need of energy for conversation?

JJ and I laughed, and JJ said that in Uganda it is different still. You serve your guests immediately, and then leave them. If, when you return, there is still food, you join them, but you should be sure to give them all that you can.

Soon we made our way upstairs, removed our shoes, and joined the congregation. JJ and I sat in the back, and watched as the men prayed. Behind us, and on our right, the women prayed with the children. The Imam gave a sermon mixing English with Arabic. He talked of the sanctity of worship, and especially of places of worship. He talked of the obligation of everyone to protect not only their own place of worship, but every place of worship. JJ nodded approvingly, and I thought of the many people of faith who like JJ, are deeply committed to their religion, who boast proudly of it, and who respect others who do the same. As his sermon came to a close, the Imam introduced JJ, and welcomed him as a brother of the Muslim community in San Francisco. On our way out into the street, we were greeted by dozens of community members, who thanked us for our visit, and for our work to build peace. In the coming months, Inshallah, this community will become one of the dozens of communities in San Francisco who mobilize and join the Interfaith Council’s campaign of support.

Common Ground: Delicious Peace

common-ground.jpgPhoto by Curt Fissel
Mirembe Kawomera co-op members sort green coffee beans — a critical element in coffee quality, since one bad bean, when ground at home, can ruin an entire pot of coffee.

March 2007 Delicious Peace

The Ugandan coffee rooted in Muslim, Jewish and Christian cooperation, and the American who discovered it

By Gregory Dicum

Paul Katzeff remembers the call he received back in 2005 like it was yesterday. A young woman who was just back from working as an aid worker in Uganda had called Katzeff, owner of Thanksgiving Coffee Company in Fort Bragg, California, out of the blue. “She asked me a simple question,” he recalls, ‘Would you buy five sacks of Ugandan coffee?’ I rolled my eyes and thought, ‘Oh no, another Peace Corps worker who made some promises that she should not have made.’ I could hear the desperation in her voice.”

Katzeff had been in the business for more than 30 years and, while his company, which specializes in gourmet Fair Trade and organic coffee, prides itself on putting people first, he knew that his customers demand quality—nobody in the business just buys coffee from random callers, especially not without a sample. Indeed, 39 other coffee companies had already rejected the young woman. But something kept Katzeff from hanging up.

“I guess I was in a decent mood that morning,” he says, “so I said to her, ‘Tell me more about this coffee.’”

And this is what he learned:

In 2004, JJ Keki, a coffee farmer living in the highlands around Imbale, Uganda, had an idea. Growing coffee is tough work, and prices are chronically low for farmers. It’s not uncommon for farmers to earn less than a nickel for the coffee in a three-dollar latte. Accounting for over $80 billion a year, coffee is one of the most valuable trading commodities in the world. And competition is fierce: Some 20 million people worldwide earn their living from coffee, making it one of the most important sources of income for much of the tropics.

Keki knew that when farmers come together in cooperatives, they can often get a better deal, especially if they trade through the Fair Trade system, in which buyers adhere to an internationally established set of standards. By guaranteeing growers fair prices, working only with democratically run cooperatives, and making advance credit available, coffee companies earn the right to use the familiar black-and-white Fair Trade Certified label on their coffee.

But in Uganda there was an added wrinkle: People in the area where Keki lives are mostly Christian and Muslim, with a sizeable Jewish minority. Keki saw a co-op as a way to bring these communities together to solve problems that all of them shared.

“I asked my fellow neighbors, the Christians and the Muslims, would they form this co-op?” Keki recalls. “And they agreed.” In 2004, several hundred Muslim, Christian and Jewish farmers founded the Mirembe Kawomera cooperative. The name means “delicious peace” in the Luganda language.

When Katzeff had absorbed this story, he was floored. “This was the most incredible thing to happen to me in a long time,” he remembers. “Thirty-nine of my peers had to turn down this young woman’s offer in order for her to get to me. And the reason that they did is that they were focused on the product, not on the people.”

“I’ll tell you what,” he told her. “If you promise not to make one more phone call, I’ll buy it all.”

Katzeff is known in the coffee industry for helping small farmers around the world improve the quality of their beans. So his decision wasn’t totally reckless: Even though he hadn’t tasted Mirembe Kawomera coffee, he was hopeful he could do something with it. A few weeks after the phone call, he went to Uganda to see what he had gotten himself into.

“When I cupped the coffee in Uganda,” he says, “wouldn’t you know it? It was fantastic!” Katzeff quickly made a deal with the co-op, buying the entire year’s crop at prices above the going rate for organic, Fair Trade beans, and committing to a profit-sharing arrangement for the next three years.

For their part, the community was ecstatic. “We are very happy,” says Keki, “because in addition to the peace, we are also enjoying the proceeds that we are getting from our coffee products. And so when everybody is happy, we can spread the gospel of peace.”

During his visits, Katzeff marvels at the tranquility of the community. “You don’t get a sense that there’s something spectacular going on,” he says. “You just get a feeling that you’re in a community that’s safe. Everybody says hello to everybody, and you cannot tell a Jew from a Christian from a Muslim by looking at them. But the people have on their homes a Star of David or a crescent or a cross. And they’re doing it with love and tolerance—it’s sweet.”

Katzeff was inspired by the work of Mirembe Kawomera and quickly dedicated himself to making sure the co-op’s efforts bear fruit. “They need to sell five containers of coffee at Fair Trade prices every year for this to become sustainable,” he says. “Our job is to build this project so they can do that. Then not only do they have a good idea, but their idea makes their community sustainable, and that’s really when this project will be successful.”

In order to reach Mirembe Kawomera’s goal of selling 375,000 pounds of coffee a year, Katzeff is turning to America’s faith communities. He says he’s been meeting with mosques, synagogues and churches to find new ways to sell coffee. In the process, he’s spreading the word of Delicious Peace: This winter, the San Francisco Interfaith Council began a program to help its members serve Mirembe Kawomera coffee at their gatherings.

“This is a coffee that should be famous for what it represents,” Katzeff says. “It represents religious tolerance and cooperation and people deciding to increase the size of the pie by collaborating with each other instead of fighting each other. It’s a wonderful story that the world needs to hear: in a tiny little spot, in deepest, darkest Africa, in Africa’s darkest moment, it is perhaps the only cooperative in the world that has Jews, Christians and Muslims working together.”

Mirembe Kawomera has now grown to 570 farmer-members, and Keki says that if his community can work together like this, anyone can. “I always tell everyone who drinks our coffee that they shouldn’t only enjoy the deliciousness of our coffee,” he says, “but they should also become ambassadors of peace to the whole world.”

Gregory Dicum is the co-author of The Coffee Book: Anatomy of an Industry from Crop to the Last Drop (The New Press, 2006). He lives in San Francisco, where he’s written for the New York Times, Harper’s, Mother Jones and others.

San Francisco Interfaith Council

When JJ and I first met three years ago, we spoke of the future of this project, and of our hopes. It was then that JJ shared with me his dream of spreading peace around the world, through this project. JJ asked me, and Thanksgiving, to join him in sowing the seeds of peace.

Truly, it has been an honor to join JJ in this work for peace, in the work of making dreams come true. But how would we do it? I thought long and hard about this challenge, and about how to integrate the goals of a fair trade coffee company with the realities of doing business in a competitive market with the work of building peace in the world. I realized that the strategy was simple: create a network of faith communities in the US who buy the coffee, thereby echoing JJ’s work to bring together the diverse farmers of Peace Kawomera. We would find common ground, affirm our shared values, begin to work together, and from there, begin to learn more about each other, what binds us, and also how we are different, and can respect, even celebrate our difference. And we, this collective, would connect through Thanksgiving Coffee to the farmers of Peace Kawomera, buy their coffee, sustain their families, and support their building of peace.

I first called Rita Semel, Executive Vice Chair of the San Francisco Interfaith Council in late April, 2006. I had to talk fast, because I know how people get skeptical when a businessman calls out of the blue. Somehow, in twenty seconds, I’d got the story I across: a cooperative of Jewish, Christian, and Muslim farmers produces a beautiful coffee. My company is a fair trade company. We’ve supported the co-op from the very beginning. We need to build a market for the coffee so we can go back next year to buy more. We want to spread the story of peace. Will you work with us?

“Let me think about it, this sounds interesting,” said Rita. Little did I know I was speaking with one of the most amazing people I’ve ever met. Rita is well into her 80s, and is brimming with enthusiasm and energy. She works tirelessly to bring the various religious communities of San Francisco together. She is a peacemaker. She is an inspiration.

Seven months later Rita introduced the project to the membership of the San Francisco Interfaith Council at their annual prayer breakfast Thanksgiving week. The moment is captured in the documentary (see On the Silver Screen below). Then yesterday, the leadership of over a dozen of San Francisco’s most prominent churches, mosques, and synagogues gathered at a luncheon at the SFIC’s interfaith chapel. Together, they welcomed JJ, and affirmed their support for his work. In the coming weeks they will each launch their own buying clubs, and through that, enlist the support of their membership. Together, thousands of Christians, Muslims, and Jews in San Francisco will work together to support thousands of Christians, Muslims, and Jews in Uganda. We thank Rita, the San Francisco Interfaith Council, and United Religions Initiative for joinining us in this work to make the world more just, more peaceful, and more beautiful place.


JJ shares his story with our friends at United Religions Initiative.

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