Reinventing the Coffee Business: Going Beyond Fair Trade
Peter Meehan describes how a few dedicated coffee hunters across the U.S. "will go almost anywhere, do almost anything and pay almost any price in pursuit of the perfect cup of coffee." These coffee hunters want to shift the coffee industry to a direct trade model, allowing roasters to buy their beans directly from the farms and cooperatives that grow them.
These innovative leaders find current coffee labels, like Fair Trade and bird friendly, to be largely unhelpful, especially when considering taste. However, "direct-trade coffee companies, on the other hand, see ecologically sound agriculture and prices above even the Fair Trade premium both as sound business practices and as a route to better-tasting coffee."