The Round Table discussion on Direct Trade raised the issue of perception with regards to roasting companies and the consumer’s sense of their commitment to the farmer. Issues included risk around purchasing directly, financing and quality along the supply chain. Opportunities were identified such as mass-market access between farmer and roaster. Many questions arose in this discussion, such as: Is an official definition around the term “direct trade” necessary? Should it become a certification? How would this work with Cooperatives? How do the variations in usage of this term affect how this practice is perceived by the customer or within the industry? With the term “relationship coffee”, do we mean it purely in business terms or are we suggesting something with greater obligation, and if so, how do we ensure that we are fulfilling that obligation?
We'd love to hear your thoughts.