.png)
What is direct trade?
Direct trade is a term used by coffee roasters who buy straight from the growers, cutting out both the traditional middleman buyers and sellers and also the organizations that control certifications such as Fair Trade and Bird Friendly, for example. Direct trade proponents say their model is the best because they build mutually beneficial and respectful relationships with individual producers or cooperatives in the coffee-producing countries. Some roasters do it because they are dissatisfied with the third-party certification programs, while others want to have more control over aspects ranging from the quality of the coffee, to social issues, or environmental concerns.
​FAIRNESS WITHOUT A LABEL
Both types of trade have great intentions and goals regarding providing sustainable incomes for coffee farmers in developing countries. However, neither system is perfect.
If you are buying fair trade coffee, you can expect a set standard of ethics and regulation that every player in the chain has to adhere to. So if you’re buying from a fair trade company, they usually have some admirable ideals. However, just keep in mind that not everyone is benefiting as much as you might think from the arrangement.
As for direct trade, there is no official standard of things you can expect. But there are definitely some gems who embrace the ideals of transparency and are honestly trying to improve sustainability and the coffee trade as a hole.
