Following up on last month’s post about libertarians and Fair Trade coffee, it’s worth noting that leading roaster Counter Culture Coffee has released its annual transparency report for its Direct Trade certified beans. It’s available here in PDF format and is very cool. For every coffee in the program it tells you which employee visited the farm, when they last visited, the price paid for the beans, the beans’ cupping score, the number of years CCC has been buying from that farm, and a paragraph-length description of their work at each location. You really can’t beat that level of transparency.
To put the numbers in context, here’s a quick summary: The minimum price required for Fair Trade certification is $1.26 per pound. Counter Culture’s Direct Trade certification has a minimum of $1.60. The actual lowest price the roaster paid last year was $1.65. They paid as high as $4.45, with many coffees falling somewhere above $2 or $3.
As I said before, I’m not reflexively against Fair Trade, but I don’t want consumers to think it’s the best or only game in town. When you put that program up against the Direct Trade programs of the best specialty roasters it’s easy to see why many coffee lovers prefer the latter model.