Why We Choose Direct Trade Over Fair Trade
At Roasted, we're committed to direct trade relationships with our coffee producers. While Fair Trade certification has done important work in establishing baseline standards, we believe direct trade goes further in creating sustainable, equitable partnerships.
What is Direct Trade?
Direct trade means we work directly with farmers or cooperatives, cutting out multiple middlemen in the supply chain. We visit our partner farms, establish long-term relationships, and pay prices that reflect the true quality and cost of production.
Why Direct Trade?
First, it ensures farmers receive significantly more of the final retail price. While Fair Trade guarantees a minimum price (currently $1.60/lb for arabica), our direct trade prices typically range from $3.50-$8.00/lb, depending on quality. This premium supports not just survival, but investment in quality improvements, sustainable practices, and community development.
Second, direct relationships enable better quality control and innovation. When we work directly with producers, we can collaborate on processing methods, provide feedback, and develop unique flavor profiles. This creates value for everyone – farmers get higher prices, and customers get exceptional coffee.
Third, transparency is built into every transaction. We know exactly where our coffee comes from, how it was grown and processed, and what our partners are paid. This level of transparency simply isn't possible with commodity coffee or even all certified programs.
Our Commitments
Every direct trade relationship includes:
- Prices well above Fair Trade minimums
- Multi-year purchasing commitments
- Pre-harvest financing when needed
- Open communication about quality expectations
- Regular farm visits and relationship building
- Support for sustainability initiatives
The Impact
Our direct trade model has enabled our partner farmers to invest in quality improvements, implement sustainable practices, send their children to university, and improve their communities. One of our partners in Guatemala built a school for the local community. Another in Ethiopia established a women's processing cooperative.
While certification programs play a valuable role in the coffee industry, we believe direct trade represents the future of ethical coffee sourcing. It's more work – requiring extensive travel, relationship building, and hands-on quality control – but the results speak for themselves in both the cup and the communities we support.