Is direct trade between coffee farmer and roaster possible?

We are all working towards the same goal: better relationships and more value

Introduction

Coffee is more than just a drink: it is a sensory experience that travels from the coffee farms of producing countries to the consumer's cup. In this article we want to talk about direct trade — the good and the bad. And about why, at Quinto Café, we have chosen to work with industry partners who share the same goal: giving producers visibility, making cup quality the main differentiator, and building relationships based on collaboration.

Direct Trade

Direct trade in coffee means cutting out intermediaries in the coffee supply chain, allowing producers to build businesses and direct relationships with roasters, with logistics, coffee delivery and payments all handled between the farmer and the roaster. On the one hand, this approach empowers producers because it guarantees them better prices; on the other, a direct relationship can generate a great deal of value in coffee knowledge, full traceability and, most importantly, a transparent relationship.

However, all of this sounds very romantic. It isn't necessarily so. Worldwide, the average coffee farm is 1–3 hectares, producing around 1,400–4,000 kg of green coffee a year — a scale at which direct trade is almost out of reach.

Because their production is so small, in many cases farmers don't have the cash flow to store their coffee while they find customers abroad. Nor do they have the logistics infrastructure to get their coffee from Colombia, Guatemala or Kenya, for example, to a customer on the other side of the world. Especially when shipping the small amount they produce can cost the same as shipping a full container of coffee.

That is why at Quinto Café we have chosen to work with importer partners who help us with logistics, quality control and connecting with farmers at origin. We'd like to tell you about our relationship with Mae Coffee Liaison, who make it possible for us to buy coffee from Ricardo Chacón of Café Pacaya in Guatemala. We call MAE our Global Connection Facilitators.

Importers play a crucial role in the coffee supply chain. They act as facilitators who connect producers with roasters, opening doors to international markets and ensuring the quality and consistency of the coffee in every delivery. They also advise on international trade regulations and manage key logistics, allowing producers to focus on developing new coffees on the farm and constantly improving quality.

Logistical efficiency: better prices for farmer and roaster

Logistical efficiency is fundamental to a successful coffee trade. Optimising transport, storage and distribution is essential to preserve the freshness and quality of the beans. In our case, MAE buys the coffees at origin from partner farmers, coordinates export logistics in full containers of coffee and receives the coffee directly in Barcelona. Every stage is carried out with great care over costs and close attention to quality. Efficient logistics cut costs significantly — costs that, in a direct relationship, either the producer or the roaster would have to absorb, hurting their profitability.

A three-way relationship: benefits for producers and roasters

The connection between producers, importers and roasters not only benefits farmers by guaranteeing better prices and more efficient logistics, but also offers advantages to roasters. Through MAE, we at Quinto Café have the backing of quality control, access to more coffees from different origins, and access to all of the producer's information and contacts. We are already planning our next purchase from Pacaya and a trip to the farm, where we'll be able to learn even more from Ricardo Chacón. And of course, MAE will bring the coffees to Spain for us.

Conclusions

Let's replace the concept of direct trade with lasting relationships built over time through good coffee, where each of us has a place in which we create value. By connecting producers and roasters, importers strengthen relationships through quality coffee, promote sustainable practices and make it possible to offer coffee to consumers at a more efficient price. This approach not only transforms the world of coffee, it also highlights the importance of being facilitators of good relationships. ✌️☕️