Direct Trade: From Farm to Cup

At its core, direct trade coffee means building and maintaining direct relationships with coffee farmers.

From the very beginning of this project, one of our founding principles was direct collaboration and maximum transparency throughout the production process. Once you move beyond being an occasional coffee drinker and start exploring flavor profiles, processing methods, varieties, and origins, you naturally begin to value transparency. The more you know about where a coffee comes from, the better you can distinguish nuances and develop personal preferences.

We want to give consumers the opportunity to engage deeply with coffee. At the same time, it is also about appreciation. A single cup of coffee represents a significant amount of work—starting with the farmers at origin. By working directly with producers and removing intermediaries, we aim to ensure that farmers receive significantly higher prices for their coffee, thereby supporting more sustainable coffee production.

In our view, both coffee lovers and coffee farmers should benefit from the popularity of coffee.

Our standards therefore go far beyond those of the widely recognized Fairtrade label. In our collaboration with the Grandez family, we pay more than two-thirds above the minimum price defined by Fairtrade per kilogram of green coffee. Our direct trade model thus offers substantial advantages for Peruvian coffee farmers.