tag:blogger.com,1999:blog-5068242136549821084.post5363597471198263408..comments2012-11-15T15:26:18.257-08:00Comments on Mild Mannered Rants With Sprinkles Of Passive Aggressiveness: Fair Trade, Direct Trade, Relationship Coffee and Facebook FriendsAnonymoushttp://www.blogger.com/profile/12846152771092658900noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-5068242136549821084.post-70618641245288357542012-11-15T15:26:18.257-08:002012-11-15T15:26:18.257-08:00I am the developer of CoffeeGuru for iPhone, a cof...I am the developer of CoffeeGuru for iPhone, a coffeehouse finder. It emphasizes those roasters who call themselves "Direct Trade", about 46 in all. While doing research for the app I discovered that there is no Direct Trade standard within the industry. Also, while some publish information regarding their Direct Trade practices, others give no evidence or information to the public but call themselves "Direct Trade", "Direct Relationship" or other terms. <br />It's quite frustrating. Unfortunately, determining which is truly Direct Trade and which is not is beyond the scope of this app, but the real issue is that there isn't an accepted method within the coffee roasting community what constitutes Direct Trade. <br />Some Direct Trade roasters have taken the initiative and have worked together attempting to set an industry standard. For example PT’s and Intelligentsia have established specific Direct Trade criteria. Counter Culture uses a 3rd party certification process.<br />I agree that the best method is for roasters to spend the time establishing direct relationships but I don't think that's realistic for all. What about the small coffeeshop that roasts their own, wants to do the right thing but has to worry about their margins? What about the micro roasters who have very small client lists?<br />I propose that there needs to be a reasonable and certifiable Direct Trade standard that both large and small roasters can afford. Looking to the wine industry, the evolution of “Meritage” wines is an interesting example.<br /><br />Meritage is used mostly by California wineries to denote red and white Bordeaux-style wines. It is a blend of grapes using at least two specific bordeaux varietals. In order to display the term on a bottle, winemakers must license the Meritage trademark, a proprietary name, from its owner, the Meritage Alliance.<br /><br />Begun in 1988, the Alliance initially focussed on policing their trademark. Eleven years later there were only 22 members. Shifting its focus to education and marketing, the Association grew to over 250 wineries by 2009. Fees for membership are $1.00 per case of wine, capped at $500 per vintage.<br /><br />So what can we learn from this example? Here’s what I think Direct Trade roasters should consider:<br /><br />-Establish standards set by roaster representatives within the industry. They should be fair for roasters of all sizes and, at the same time, acknowledge the goals of protecting the enviornment and livlihood of farmers and producing the world’s best beans.<br /><br />-Trademark a term. Establish a proprietary name that represents Direct Trade<br /><br />-Keep fees low<br /><br />-Educate and market to the public using an association of Direct Trade roasters, in other words a “Direct Trade Alliance” paid for by fees collected.<br /><br />Anyway, just one person's take on things. I think we both want the same thing..... true direct relationships that benefit producers and coffee that's world class.Lisahttps://www.blogger.com/profile/13408532985434951476noreply@blogger.comtag:blogger.com,1999:blog-5068242136549821084.post-25333737701041069612012-11-15T05:14:51.782-08:002012-11-15T05:14:51.782-08:00Well said my friend. I so agree with you.Well said my friend. I so agree with you.Unknownhttps://www.blogger.com/profile/07889227108651257268noreply@blogger.com