No matter how many times I travel, I dont get used to it. I am amazed at how much learning there is to do. I am continuously filled with wonderment, new thoughts, and ideas. Is this the case for those going before me in the Specialty Coffee industry?

This trip has brought to my attention the huge responsibility we have as Direct Trade Coffee roasters. If you have been to our coffee shop, you have recognized our commitment to quality. we try our best, from seed to cup, to be intentional in our practices; from sourcing the best green coffee beans, to roasting, to the presentation of our espresso drinks. we hope our methods encourage others to do the same….make intentional choices.

This is where we feel the weight of responsibility. As we ask consumers to make intentional choices about sustainable practices, we realize that in the Direct Trade Coffee industry, it starts with us. We are committed to the highest quality. We are committed to improving and supporting social and environmental sustainability at all levels of our interactions. We are committed to educating others. We are committed to being the best. As a group, we must focus simultaneously on all of these commitments. Our customers trust us to first make the right decisions, so that they may too make right decisions.

We could disregard social and environmental practices to purchase coffee with only the highest cup quality….but we wont.

We could disrespect our customers and others doing the work in the Direct Trade Coffee industry….but we wont.

And we could disrespect ourselves and lose sight of the course we have set for ourselves at Madcap Coffee Company….but we wont.

~Chad Morton, Green Bean Buyer