The Hidden Truth Behind Direct Trade Coffee
The coffee you sip isn’t just a bean—it’s a story. And that story often starts with a farmer who spent hours hand-picking cherries under a scorching sun, only to see most of the profit vanish in the supply chain. Direct trade is supposed to change that. But what does it really mean for the people growing your coffee? Let’s cut through the jargon. Direct trade isn’t a certification like fair trade; it’s a relationship. Unlike commodity coffee, which is bought in bulk by middlemen and sold at rock-bottom prices, direct trade skips those layers. Roasters work directly with farmers, negotiating…
