From the cherry on the tree in Ethiopia to the cup in New York, coffee changes hands dozens of times. Understanding this chain is crucial for ethical sourcing.
Direct Trade usually means the roaster negotiates price directly with the farmer, often paying 2-3x the "Fair Trade" minimum. This encourages quality farming and sustainable livelihoods.
Educating your customers on why your coffee costs $5 a cup (because the farmer was paid a living wage) is a powerful marketing narrative that justifies your pricing.