High coffee prices changed the meaning of direct trade
Perfect Daily Grind
JULY 13, 2025
In specialty coffee, direct trade has long been framed as the ethical choice for roasters to support producers while ensuring quality and transparency. However, following a record high for global coffee prices in February 2025, what was once viewed primarily as a “social project” rapidly became an essential, smart business strategy. For roasters, the traditional approach of purchasing coffee through importers at whatever the market demands became increasingly unsustainable.
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