Thanks to Deborah Johnson Wood for taking the time to write about the coffee business in Western Michigan and the Direct Trade Coffee Club.
The Direct Trade Coffee Club is a collection of roasters and we believe it’s important to clear up one point made in the article regarding the Direct Trade model. The notion of the Direct Trade model ‘cutting out the middle men’ is is a common misconception. It is this idea of “cutting out the middlemen” and using this “saved” money to pay the farmer more. We would like to respond by stating that this is not our roasters goal, wish, or practice. We believe each link in the value chain plays a very important role in supplying your everyday fix of liquid gold. Our roasters use experts on the ground at origin, they use importers and exporters and they use freight companies. There are many hands that touch the coffee, and we value each one. The process of direct trade, is about getting the finest coffee to the consumer while recognizing each link of the value chain in a respectful manner, which starts by paying the farmers more. Direct trade is expensive, but its the best way to obtain the best coffee in the world, procured in the most economically sustainable manner.
Please comment on this post if you think the way we do. We would love to hear your thoughts.
