What is Direct Trade?

You’ve probably seen us mention that our coffee is direct trade a few times by now. But what does that mean exactly and why do we care so much? We’re talking all things direct trade on the blog today!

We talk a lot about where our coffees come from, relationships with farmers, and our goal to bring awareness to the many people affected by your coffee purchase. Sometimes in these conversations we might use the term “direct trade”. It’s kind of a buzzy term in the specialty coffee industry, and you may have seen it tossed around a lot. Obviously it must be important, but what do roasters mean when they say their coffee is direct trade?

It’s simple: direct trade in specialty coffee is when the roaster buys coffee directly from the producer. Though it’s simple in definition, it’s much more difficult in practice. “Direct trade” is one of those terms that isn’t regulated.

So how can you tell if a coffee roaster is invested in building direct trade relationships with producers? And why does it matter?

Though it isn’t a regulated term, there are some clues you can look for to ascertain whether or not a roaster is direct trade focused. A roaster that is building relationships with coffee farmers and going on origin trips is probably putting effort into direct trade relationships: that one is a big indicator. Roasters that value transparency and traceability are probably putting a lot of value on direct trade relationships. Do they give the farmer credit? Are farmers’ names mentioned on coffee bags? Though that’s not a guarantee, it’s a good sign that the roaster wants to give credit to producers. Is there no mention of farmers’ names or where the coffee comes from or anything that would give you a clue as to the traceability of a product? Chances are that roaster isn’t invested in building direct trade relationships with farmers.

Direct trade in the specialty coffee industry is a tricky subject, but we believe it’s very important! It leads to accountability in regards to producers being paid fairly and treated well. It brings awareness to the people behind the coffee you’re about to enjoy. It provides transparency and shines light on areas we need to grow in within this industry.

Plus, when a roaster starts to build relationships directly with producers it opens up a conversation around coffees and can lead to creative discussions and collaborations around what coffees would be perfect for different roasters. We have been having these conversations with a producer in Colombia for a few years now, and it has led to some of the wildest, most adventurous coffees we’ve ever been able to share with you!