What is direct trade in coffee?

Direct trade refers to a sourcing relationship in which a roaster buys coffee directly from a producer - a farm, cooperative, or washing station - rather than through an importer or intermediary. The term implies a closer, more transparent relationship with more of the purchase price reaching the producer.

Unlike Fairtrade or Organic, direct trade is not a formal certification with defined standards. Any roaster can claim it without third-party verification. In practice, the term covers a wide spectrum - from roasters who genuinely visit farms, pay well above market price, and maintain multi-year relationships, to those who simply buy from an importer who bought from a producer and call it direct trade.

For buyers assessing a direct trade claim, the relevant questions are: how was the price set, was the producer involved in that conversation, how often does the roaster visit origin, and what does the relationship look like beyond the transaction? The concept is a useful pointer towards transparency and equitable sourcing - the term alone guarantees neither.