We have been in conversation with Farmers to get their perspective on how direct trade impacts them, their customer and workers.

Our first post in this series is from Edwin Martinez of Finca Vista Hermosa.  Here is his response.

As a 3rd generation coffee producer at Finca Vista Hermosa, I’ve discovered that there is no such a things as a perfect relationship and that excellence never happens by accident.  However when multiple parties across
the supply chain share common goals, those goals become more attainable and risk to all can be minimized.  I have found that the best relationships are simply efficient relationships where what one party supplies is exactly
what the other demands.  No more to avoid being wasteful and no less, avoiding disappointment.  This is best exemplified when each party is extremely discerning and specific in how quality is defined.  It is in this pursuit that one realizes excellence is not a place one arrives to, rather an ongoing process.  A process of continuously learning from others.  This is a process that requires much communication in person, on a regular basis. This is what is required to be socially, environmentally and economically sustainable.  Exceptional coffee simply cannot be produced without highly skilled labor that is compensated fairly and it cannot be done consistently year after year with out taking good care of the land and people which produce it.   Having a mutual understanding of exceptional quality between the producer, the consumer and all links in between means that value can actually be passed on.  This means that a producer can be both profit and quality driven, when each link in the chain understands and appreciates what it takes to produce that quality year after year.

Here are examples of three critical roles in the coffee value chain and how they are impacted by the direct trade model:

THE FARM

• It provides an ability to plan long term
• It provides the opportunity for the producer to break out of the commodity market and focus exclusively on quality development
• It provides the opportunity to become a stable pillar in the community
• It provides a secure future in the long term
• It provides long term demand for exceptional quality, sustainable practices are no longer just a noble choice but they make good business sense

THE FARMER

• Direct trade provides an opportunity for the personal reward of doing a good job and partnering with someone who understands, appreciates and passes along the value
• It provides a bright future with the opportunity to carry on for many generations
• The Direct Trade Coffee Club provides a venue for producers to talk with consumers about the impact direct trade has on them

THE CONSUMER

• It puts the best culinary experiences in coffee, with in reach for the average consumer
• Tasting terroir becomes possible
• There is reward to purchase an exceptional product one can enjoy while knowing it is supporting the livelihoods of many who take pride in being artisan boutique farmers
• The Direct Trade Coffee Club provides consumers with a variety of coffee producers and roasters which enables them to connect with the producer first hand and experience the fruit of their labor

MadCap Coffee’s Las Lajas of Honduras has been announced as the first coffee being shipped to Direct Trade Coffee Club members in the first week of January.  This is MadCap Coffee’s second consecutive year working with Pedro Alejandro Contreras Hernandez, Coffee Farmer in Central Honduras.  The coffee is a 100% variety cattura grown between 1,350-1,500 meters above sea level.  Pedro enjoys the natural beauty of native flowers of Honduras.  In addition to the coffee he grows, he has cultivated orchids and planted avocado trees on his property.

MadCap describes their roast of the coffee as being very floral, medium bodied, well-balanced with tones of chocolate and subtle berries.  Orders made by the end of this month will have the opportunity to receive the superb quality direct trade Honduras from MadCap Coffee.