What actually is "direct trade"?
For some people, this may sound like a romantic and unrealistic concept. the idea comes from trading without intermediaries, but experience has shown that intermediaries play an important role in the coffee value chain. This is because many coffee producers and roasters have so much work that they cannot manage the export or import process.
Direct trade, as we understand it, is an alliance between all stakeholders in the coffee value chain, where we stop thinking of the coffee farmer as poor, the importer as beneficial and the roaster as cheap. The idea is that we all see ourselves as fundamentally part of the chain and recognise that transparency and growth as a union transcends individual interests. Because in the end, we all win when we all benefit. It's not pity or abuse, it's making this world more conscious.
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