Today Counter Culture Coffee unveiled it’s new Direct Trade program, which they say is the first third-party certified direct trade seal. Counter Culture will partner with Quality Certification Services to guarantee that the company’s selected coffees meet the following standards:
1. Personal & Direct Communiction:
Counter Culture has visited grower partners on a biennial basis, at minimum.2. Fair & Sustainable Prices:
Counter Culture has paid at least $1.60/lb. for green coffee. This exceeds the Fair Trade Certified floor price by at least 19%, not including quality-based financial incentives paid to growers.3. Exceptional Quality:
Coffees have scored at least 85 on a 100-pt. cup quality scale.4. 100% Transparency:
We take a transparent approach to everything we do and are committed to sharing our financial information with everyone from growers to consumers. Counter Culture maintains direct communication between buyers, sellers, and any intermediaries. All relevant financial information is available to all parties, always.
As Fair Trade certification, while well-intentioned, is limited by lack of incentives for quality and its requirement that participating farmers work in co-ops. CCC’s Direct Trade is more flexible, rewards quality, builds long-term relationships, and pays higher prices. CCC and other top roasters have been working along these lines for a while, but without outside certification. Hopefully this step will help promote the direct trade model to consumers and other roasters.
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Jacob Grier is a freelance writer, barista, and bartender in Portland, OR. He writes, eats, and drinks a lot. His articles about food, drink, and consumer freedom have appeared in The Washington Post, LATimes.com, Reason Online, and other publications.
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