What is Direct Trade?

Direct Trade means working directly with farmers and enables us to cut out unnecessary steps in the supply chain.

As a result, we are able to pay farmers a premium price for a premium product – on average 65% above the Fairtrade base rate. It also means we can forge long-term relationships with farmers in 9+ origins, offering them greater financial stability and allowing us to address social and economic issues at source.

For more detailed information on how we’re transforming the coffee industry through Direct Trade, read our 2020 Transparency Report.