When coffee prices are low the entire
community is suffering. When a roaster deals directly with the farmer, it is like being a part of the solution. You can be the
channel of blessing to the entire community.

We need the farmer. In Direct-Trade relationships this is made very clear. The farmer produces what we cannot produce. Why should we, or the New York Board of Trade dictate what the farmer should get paid? He needs me and I need him. We should relate this way together.

We have a vicarious relationship to the farmer who grew our morning cup because our coffee is sourced in a method that
lends itself to that. For some people, no big deal. In this increasingly electronic and social media world, it’s a big deal!

Human effort is the most critical component to producing great coffee. The coffee farmer that produces award winning, high-scoring coffee deserves the best price possible and individual recognition. Direct-trade allows us to do that.