Today I'm going to introduce you a "direct-trade" coffee.
As I run out of the coffee, let's go to purchase it together! ;)
Arrived!
I got it.
The package looks like this.
This is a direct-trade & organic coffee.
Organic mark.
Here we can see the coffee farm where these beans are from.
The speciality of "direct-trade" coffee is
It is widely known that the coffee farmers cannot earn enough through the conventional coffee trade mechanisms.
The condition is similar to the one of Japanese "black company".
We also don't want to work hard for a low salary at a black company.
If the farmers quit due to the bad working environment,
it's not good for the farmers themselves, coffee companies as well as consumers.
One of the solutions which was born to improve the situation is a fair-trade label.
The fair-trade label has contributed to provide a better wage for farmers to some degree.
The concept of this system is to organise the better working condition for farmers to work for a long period.
It allows companies to purchase beans continuously.
We coffee lovers can afford tasty coffee in 20-30 years later too.
A fair-trade label was developed to support this system.
What's the difference between fair-trade and direct trade?
After people started using fair trade label, they noticed that
it's still not enough for farmers to survive though most farmers earn more than before fair trade system is applied.
It's troublesome for companies too if farmers leave due to the bad working environment.
Some companies thought "why not trading directly and paying more than fair trade?".
"Then, the farmers may be able to earn more through the coffee production and work continuously together with us."
This is the origin of "direct trade".
As they trade directly, all the products are traceable and they fully understand the working environment.
This is one of the strengths of direct trade too.
There are thousands of more information about direct trade, please google it if you are interested.
I recommend you to access to English sources rather than Japanese ones as there are way more English articles for this issue.
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