I’ve been considering the idea of “direct trade” in the coffee industry. What is the meaning? Who does it involve? Who is doing it? And I think so many times, the model is a weight that gets hung around a roasters neck….but there are so many other links in the supply chain that must carry the weight, so to speak, and shoulder the responsibility of this sourcing model. The usual suspects when “direct trade” is mentioned in articles, commentary, forums, chat rooms, etc…being Intelligentsia, Stumptown, Counter Culture, Terroir. and then there are others that seem to be in another tier such as Barefoot, Ritual, Novo. Even less talked about are the ones that are doing their very best to source coffees procured in the most sustainable manner too, but just aren’t getting the attention they deserve. We need to celebrate these “unusual suspects”. The small roasters that start with 1 relationship coffee, as thats all their cash flow allows. The cafe’s and coffee shops that do not roast for themselves, but are committed to buying at a higher price per pound, from sustainably sourced roasters. The importers that develop relationships at origin and make sure to pay farmers the value of their crop. The organizations that promote relationship development in many different forms, like cup of excellence, slow food, or even local farmer’s markets. The restaurants and chefs that are involved in the farm to table movement. The bloggers that promote environmental concerns such as soil, water, and energy conservation. And ultimately, the final unusual suspect is the consumer. The ones willing to pay more for higher quality in their cup of coffee, or a loaf of bread, or eggs, or broccoli…and knowing they have been purchased in a respectful manner to all parties involved, even the ones that dont usually get the attention.
-Chad, MadCap Director of Relationships & Wholesale
