Considering that only 7% of the world’s materials are cycled back into our economies – exacerbating environmental issues like pollution and biodiversity loss – a circular economy is essential for combating the impact of climate change.

The coffee industry is a significant contributor to rising global waste levels and has been taking steps to reduce its impact for some years now. Coffee packaging is often at the centre of these efforts, with many roasters offering recyclable, biodegradable, and compostable bags.

With 46% of consumers expecting brands to take the first step in creating sustainable change, according to research from Nielsen, roasters need to showcase their circular economy efforts – and packaging can be one of the most effective ways.

To learn more, I spoke to Mark Zhou, the founder of sustainable packaging brand MTPak Coffee. 

You may also like our article on why the industry needs better packaging for specialty green coffee.

Sustainability & quality go hand-in-hand with coffee packaging

“Packaging is a silent salesman” is a common phrase in the marketing industry. Research shows that customers decide whether to purchase a product within the first five seconds of seeing it, meaning packaging design elements like colour, font, and logos have a huge first impression on consumers.

For artisanal products like specialty coffee, packaging is also key to protecting their integrity. To preserve the nuanced flavours, quality, and freshness of the product, roasters must invest in high-barrier green and roasted coffee bags that shield against oxygen, sunlight, and humidity. If not, roasters risk drops in cup scores and degradation of flavour.

The growing need for higher-quality packaging – especially in the wake of shipping delays that add weeks on to transit times – has led to the development of bags designed specifically for specialty coffee, fit for purpose to preserve volatile aromas and flavours.

At the same time, coffee consumers also demand sustainable packaging. 

“For today’s consumers, sustainability is just as important as quality when it comes to coffee packaging,” says Mark Zhou, the founder of MTPak Coffee, which has been manufacturing recyclable, compostable, and biodegradable green and roasted coffee bags for ten years. “Bags need to preserve coffee flavour and freshness, but they also have to meet the ever-growing demand for sustainable solutions that minimise waste production.”

Packaging is central to sustainability efforts in coffee

In the wake of a growing climate crisis, waste reduction has become a huge priority for the coffee industry. According to a 2023 International Coffee Organisation Coffee Development report, the global coffee sector generates over 23 million tonnes of waste every year. Given its proximity to the end consumer, roasted coffee packaging is often at the forefront of this pressing issue.

With conscious consumerism on the rise, especially among Gen Z and millennial consumers who have the highest spending power in the coffee industry, sustainability is a prerequisite for coffee packaging. Recyclable and compostable bags have become the norm, and consumers expect brands to offer them.

“Simply put, if a roaster doesn’t offer high-quality, sustainable packaging that contributes to a circular economy, consumers will seek out other options,” Mark adds. “Roasters must ensure that their packaging meets the needs of conscious customers who value sustainability or risk losing out to other brands which offer this.”

Roasters need to prove sustainability claims – and packaging is key

The term “sustainability” is everywhere in the coffee industry. According to research from Mintel, almost half of new global coffee products launched in 2020 had some kind of ethical or environmental claim – close to double the number from 2012.

This shift in marketing and branding is a result of evolving consumer demand for more eco-conscious products. A recent study from the International Institute for Sustainable Development found that 43% of coffee consumers say they are influenced by “ethical, environmentally friendly, or socially responsible coffee options”, opening up opportunities for businesses to tap into a growing market.

But sustainability efforts are futile without the credentials to back them up, reducing them to greenwashing and marketing buzzwords. For roasters to have a genuine impact on people and the planet and build consumer trust, they need to showcase commitment and progress made to improve their environmental efforts.

“Offering recyclable packaging allows roasters to show their customers that they practice what they preach,” Mark tells me. “Roasters need to prove their sustainability claims, and packaging can be one of the most effective ways to do this – building brand loyalty and trust.”

Roasted coffee bags are the closest form of packaging to the end consumer, which means the responsibility falls on them to dispose of it properly. However, many consumers expect coffee brands to fulfil their fair share of sustainable commitments and take the first steps in contributing to a circular economy.

“We launched our new 100% recyclable 4Cycle packaging to address specific challenges in the coffee industry,” Mark says. “It’s often difficult to recycle different components of coffee bags, such as degassing valves and resealable strips, confusing consumers and causing issues at recycling facilities.

“Consumers may lack this awareness, and realistically, separating different packaging components is a burdensome task,” he adds. “To simplify the process, MTPak’s new LDPE 4Cycle packaging is fully recyclable, including zippers, degassing valves, card slots, transparent and semi-transparent windows, and eco-friendly inks.”

Why specialty coffee needs to adopt a circular economy model 

Many are aware of the ramifications of the ongoing climate crisis. According to recent research, average global temperatures may already have increased by 1.5°C (2.7°F) above pre-industrial era levels – a critical threshold beyond which Earth is at risk of irreversible and extreme climate change.

The impact has been felt in the coffee industry for some time. Most recently, severe drought in Brazil and unprecedented rainfall in Vietnam, among other factors, have led to significant coffee supply shortages, causing market prices to reach historic highs.

Enacting substantial change requires a collaborative effort across the entire supply chain. Offering sustainable packaging solutions that contribute to a circular economy model is just one piece of the puzzle. Still, it plays a huge role in minimising waste and virgin material production, helping to lower the environmental impact of the coffee industry.

There is a growing consumer expectation for roasters and other coffee brands to initiate sustainable change, and packaging is one of the most simple yet effective means. Manufacturing recyclable coffee bags means more waste is diverted from landfills, lowering greenhouse gas emissions and reducing resource consumption.

MTPak Coffee’s new 4Cycle coffee bags, for instance, are fully certified by the Institute cyclos-HTP as a recyclable and reusable alternative to traditional plastic packaging. This means roasters can signpost their commitment to minimising their carbon footprint and appeal to consumer demand.

Moreover, MTPak Coffee offers low minimum order requirements and fully customisable services, allowing roasters of any size to best showcase their brand identity.

Sustainability is equally as important as quality for specialty coffee packaging, with many consumers expecting brands to take the lead in circular economy efforts. Offering recyclable, compostable, and biodegradable coffee bags is integral to this, allowing roasters to prove they practice what they preach.

By doing so, roasters can establish brand loyalty, reassuring customers that they are committed to reducing their environmental impact and investing in a more resilient coffee industry.

Enjoyed this? Then read our article on the evolution of digital printing in coffee packaging.

Photo credits: MTPak Coffee

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As part of the European Green Deal, the EU’s Corporate Sustainability Reporting Directive (CSRD) came into force in early 2023, requiring companies – including coffee importers and exporters – to report on the impact of their environmental, social, and governance practices. Using this data, industry stakeholders, organisations, business partners, and consumers can evaluate the sustainability performance of companies.

This is essential for roasters, in particular. They need to receive information about how sourcing coffee has a huge impact on their business, operations, marketing, and branding. However, sustainability reporting is only effective if roasters understand the metrics provided to them.

Nicole Ochojski, Sustainability Reporting Manager at Neumann Kaffee Gruppe, and Annalena von Rhein, Sustainability Manager at Bernhard Rothfos, discuss key information roasters should know when sourcing coffee, focusing on sustainability reports from importers.

You may also like our article on why roasters should diversify their coffee offerings.

The growing demand for sustainability

Sustainability has long been a focal point in the coffee industry, but interest and awareness only grow stronger year after year. A recent study from the International Institute for Sustainable Development found that 43% of coffee consumers say that ethical, environmentally friendly, or socially responsible coffee options influence them. For roasters, this presents an opportunity to tap into a burgeoning market and differentiate themselves by buying sustainably sourced coffee.

However, these practices need to be backed by reliable data to find success and build consumer trust. Although there’s no requirement for sustainability reporting for every business in the coffee industry, a growing number of traders and roasters are publishing reports to present partners and consumers with a clearer picture of the impact of sourcing coffee.

Nicole Ochojski is the Sustainability Reporting Manager at Neumann Kaffee Gruppe, a multinational green coffee service group. “The requirements for sustainability reporting vary depending on the company’s size, type, and location,” she says. “In the European Union, for example, large listed companies have been required to disclose non-financial information for years.”

The EU’s new CSRD requires all businesses (except micro enterprises) to publish sustainability reports that disclose information on the risks and opportunities arising from social and environmental issues in their operations from 2025 onwards.

“When we published our first sustainability report in 2018, it wasn’t because we had to – it was because we wanted to,” Nicole says. “It was our commitment to keeping stakeholders informed about our sustainability efforts in sourcing coffee. But with the upcoming Corporate Sustainability Reporting Directive (CSRD), this kind of reporting will soon become mandatory for us as well, and we’re glad that we started preparing on time.”

How data helps improve transparency

In today’s specialty coffee market, claims about ethically sourcing coffee need to be supported by data. Consumers want clear, objective proof that the products they purchase have a positive social, environmental, and economic impact. This demand also extends to business and wholesale partners, who must work to assure their customers that their coffee is sustainably sourced.

“The purpose of a sustainability report is to inform readers about a company’s environmental, social, and governance (ESG) performance,” Nicole says. “Given the diversity of companies in terms of products, sectors, and geographic locations, the relevant sustainability matters can vary significantly. 

“As a result, there is no universal checklist of information that must be included in every sustainability report. Instead, companies must conduct a so-called materiality assessment, which allows them to determine their specific impacts, risks, and opportunities throughout the supply chain, which they then have to report on,” she adds. “By focusing on the most pertinent ESG issues, companies can provide more meaningful insights into their sustainability efforts.”

The CSRD, which will require more companies to share sustainability data, makes this even more critical. Coffee businesses will now face stricter transparency standards, especially around traceability and efforts to fight deforestation, especially since the EUDR is likely to come into force by the end of 2025 if a one-year delay is finalised.

Key metrics in sustainability reports

Sustainability reports provide roasters with transparency on an exporter or importer’s ESG performance, helping them make smarter sourcing decisions. These metrics allow other stakeholders – like investors, consumers, and business partners – to see the broader impact of a company’s actions beyond just its financial results. 

Because data can be so wide-ranging, many companies either have an independent body conduct the report or create a team of people from various departments. 

“Since we need to gather sustainability indicators and information from our 60 group companies worldwide, compiling the report is truly a collaborative effort,” explains Nicole.

Neumann Kaffee Gruppe published its 2024 sustainability report in early September. The report contains crucial ESG information on various initiatives, including the NKG Verified supply chain programme, which guarantees traceability of coffee sourcing and has been acknowledged by the Global Coffee Platform as equivalent to the Coffee Sustainability Reference Code.

What roasters and consumers want to know

Annalena von Rhein is the Sustainability Manager at Bernhard Rothfos, an importing company of Neumann Kaffee Gruppe. In addition to general information about sustainability setups, strategies, and goals, she says roasters are looking for other key information that shapes their sourcing behaviour.

“Roasters primarily focus on the methods and results of carbon footprint assessments, along with details of sustainable supply chain initiatives like NKG Verified and NKG Bloom,” she states.

Given the ongoing climate crisis, reducing carbon emissions in the coffee industry has never been more pressing. To minimise environmental impact and limit the increase in average global temperatures, more companies are reporting data on strategies to reduce their carbon footprint.

“In 2023, we reduced Scope 1 and Scope 2 emissions by 7% and 27%, respectively,” Nicole says. “Our efforts on farms and the increased use of renewable energy are what drives these milestones.”

The report also states that over 30,000 farmers currently sell coffee to NKG Verified supply chains, which provides green coffee buyers with more insight into the performance of the farms producing their coffees and offers sustainability assurance through internal and third-party audits. 

In 2023, 29.5% of the group’s overall coffee sales volume was also certified, reflecting ongoing efforts to source responsibly.

How sustainability reports help roasters make better sourcing decisions

Sustainability reports play a crucial role in guiding roasters to make informed sourcing decisions. Key data points on environmental and social impacts elicit confidence in their choices and allow them to align their buying practices with their vision for a sustainable future. 

“Roasters can compare sustainability reports from different traders to understand more about the services they offer,” Annalena explains. “They can use the information to help them build or align their sustainability strategies, goals, and targets.”

Beyond their internal decision-making, these reports can also be helpful tools for roasters to communicate value beyond cup quality to customers. As the wave of conscious consumerism continues, roasters can use the reports to demonstrate their commitment to being a responsible business in the value chain.

“The data from these reports also helps roasters better understand the supply chain and can be a stakeholder management tool to carry out risk assessments,” Annalena adds.

Roasters can build trust with customers and elevate their brand reputation by sharing insights from their sustainability reports. This approach allows them to differentiate themselves in a competitive market. For instance, a report might highlight that the coffee comes from farms that have reduced their carbon emissions or actively combat child labour, creating a deeper connection between consumers and their coffee choices.

For example, in its latest sustainability report, Neumann Kaffee Gruppe outlined efforts to eliminate child labour in the coffee industry. The US Department of Labor estimates that at least 17 coffee-producing countries have a risk of child labour, underscoring the importance of addressing the issue.

“Given the multi-dimensional nature of child labour risks and the complexity of global supply chains, addressing it effectively requires collaboration among various stakeholders,” Nicole explains. “This is why, in 2023, we became a member of the ILO Child Labour Platform (CLP) and joined the CLEAR Supply Chains Project.”

The CLP is a cross-sectoral, membership-based alliance of companies led by the ILO. Its objectives are to promote stakeholder exchange, identify obstacles to implementing ILO Conventions, and strengthen cooperative programs against child labour.

Reassuring consumers

Coffee is not immune to consumers’ scepticism of greenwashing. Reports that present clear, number-backed evidence of a brand’s positive impact offer a necessary level of accountability that roasters and their customers can trust.

“Roasters can receive more detailed information about the areas in which we work together or check data in the report that they want to know more about,” Annalena says.

While importers provide valuable data, roasters can create personalised reports to showcase their commitment to authenticity and encourage meaningful conversations about their impact in the coffee sector.

As the coffee industry navigates a rapidly evolving landscape of sustainability expectations, the role of detailed, transparent reporting has never been more critical. For roasters, understanding and utilising these sustainability reports is not just a way to meet consumer demand but a pathway to align their sourcing practices with the ethical and environmental values that increasingly define the market. 

Ultimately, sustainability reports provide more than just data points – they offer the insight needed to foster trust, build lasting relationships across the supply chain, and contribute to a more resilient coffee sector. Embracing transparency is no longer optional; it’s becoming essential for the industry’s future.

Enjoyed this? Then, read our article on the main sustainability issues in coffee.

Photo credits: Neumann Kaffee Gruppe

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At its core, direct trade is about more than just branding: it’s ensuring that more value (or the sales price) stays with coffee producers at origin.

Historically, buying directly from farmers has been nearly impossible for most roasters, especially smaller-sized enterprises. Coffee trade has been expensive, complex, and often not feasible due to a number of trade barriers. 

In today’s market, however, there are more opportunities than ever before that simplify international trade, thus making it more affordable. By working with companies at origin, roasters can buy directly from producers, bypassing intermediaries who no longer add direct value to the supply chain.

By doing so, smallholders can improve their economic sustainability, building a more resilient coffee supply chain for the future.

To learn more, I spoke to Andres Diez, Chief Operating Officer, and Jennifer Poole, Director of Global Business Development, at Those Coffee People, as well as three of the company’s partner producers.

You may also like our article on what direct trade really means.

Addressing key issues in coffee production

Retaining more value at origin has never been so important. Even with the C price recently hitting a 13-year high, many producers aren’t reaping the benefits and receiving more money for their coffee. 

This is particularly true for smallholder farmers, who produce up to 80% of the world’s coffee supply. Despite this, 44% of them are estimated to live below the poverty line of US $3.20 per day. Resultantly, investing back into their farms to grow higher-quality coffee can be impossible, which puts them at a clear disadvantage and keeps them stuck in a cycle of poverty.

A number of issues are exacerbating producers’ economic instability, too. One of the most recent studies published in the journal PLOS Climate found that rising temperatures caused by global warming are likely to lead to “ongoing systemic shocks” to coffee production. This can lead to lower yields, making smallholders more vulnerable to market fluctuations.

Moreover, the European Union’s Deforestation Regulation is set to have significant ramifications for the production and trade of coffee around the world when it eventually comes into effect. Smallholder farmers need support in proving their due diligence – or risk losing access to a market that consumes a third of the world’s coffee supply.

Juan David Builes is a producer at Café Los Cedros in Ebejico, Antioquia in Colombia, who works with Those Coffee People, a company that facilitates partnerships between producers and international businesses that roast or serve specialty coffee in over 20 markets worldwide. He explains some of the challenges that his local community has been facing.

“Younger people are quickly abandoning coffee production and moving to cities for better opportunities,” he says. This can cause a number of problems in the industry, including an ageing producer population and growing disinterest in coffee production. 

“Through direct trade, roasters help us preserve not just our farms but our cultural heritage,” he says. “Direct trade can ensure that our traditions and unique coffee profiles continue to be passed down to younger generations who may find opportunities to continue working in the coffee industry.”

Why fewer intermediaries mean more value at origin

The direct trade model was born from the belief that unnecessary links exist in the coffee value chain, leaving less of the final price in the hands of the producers who grow it. That’s not to say, however, that some intermediaries don’t play an essential role in the industry. 

Historically, the global trade of coffee relied on large intermediary parties and huge logistics and warehousing systems established from colonial trade models. Producers would often receive low prices, while large trading companies sold the coffee at a higher price, claimed the markup, and kept profits for themselves.

Shipping coffee around the world was complicated and expensive during this time, so traditional trade models had to rely on intermediaries to move shipments. However, the days when only larger roasters and more established traders could navigate the market are long gone, thanks primarily to direct trade and technological advancements in green coffee trading.

Andres Diez is the Chief Operating Officer at Those Coffee People. He explains how green coffee trade has become more streamlined and accessible.

“Intermediaries played a crucial historical role in the coffee trade, but in today’s globalised economy, technology and direct communication make it possible to forge real, transparent, and direct partnerships,” Andres says. “Now, even smaller roasters can buy directly from origin, bypassing the traditional trade intermediaries that require higher profits to operate in more costly destination countries.”

To adhere to a true direct trade – or “direct from origin” – concept, all actors in a supply chain must add value and serve an important purpose. Simply put, a leaner operation with fewer intermediaries means all actors, especially producers, can retain more of the final sales price for themselves.

Jennifer Poole is the Director of Global Business Development at Those Coffee People.

“True direct trade helps retain more value at origin by cutting out unnecessary intermediaries, ensuring that more of the final sale price reaches the producers,” she says. “This, in turn, supports the overall sustainability of the coffee industry, helping to preserve its diversity and cultural richness. By keeping more money in the producing country, direct trade empowers these farmers to invest in their businesses, improve their quality, and maintain their livelihoods.”

Building trust

Access to services such as WhatsApp, international wire transfers, exporting and importing licences, and looser trading legislation can help smaller-sized roasters and producers connect and work more closely together.

While producers and roasters can easily connect through online platforms, these interactions alone don’t constitute true direct trade. To achieve this, both parties need to establish a deeper working relationship that fosters trust and connection.

Elkin Diosa is a producer at Aprokafes in Caicedo, Antioquia in Colombia, who works with Those Coffee People. “When roasters choose to work directly with us, they’re not just buying coffee; they’re investing in our families, land, and future. It’s a partnership that goes beyond profit, creating a legacy that benefits everyone involved.

“Transparency is the foundation of direct trade,” he adds. “When roasters see the real impact of their purchases, they understand that they’re not just buying a product, but they’re supporting a way of life that deserves to be preserved.”

Navigating challenges

But even with access to technology, producers and roasters can still face logistical hurdles when implementing direct trade models.

“When roasters or coffee brands establish direct trade relationships with producers on their own, they may become overwhelmed with barriers to entry,” Andres says. “Language barriers, bureaucracy, convoluted trade policies, legal requirements, complex logistic procedures, and lack of access to financing generally make trade between small and medium roasters and producers difficult.”

He explains how exporters like Those Coffee People, which are based in producing countries, help to overcome these challenges. 

“We act as a facilitator, ensuring that producers and roasters can collaborate effectively,” he says. “We serve as the sales and logistics team for producing partners, providing marketing content, pricing strategies, and quality control so farmers can focus on growing excellent coffee.”

Not only does this help streamline operations, but it also helps exporters forge closer relationships with producers – ensuring all intermediaries serve a valuable role in the supply chain.

“At the same time, we are the sourcing and procurement team for partners in export markets. We negotiate based on volumes or futures contracts, guaranteeing quality standards are met and timelines are adhered to,” he adds. “Roasters can then focus on selling a high-quality product to end consumers.”

This also allows roasters to retain more value as they can spend less time managing the logistics of coffee trade and reducing costs, and instead can focus on other areas of their business.

Why collaboration is key to sustainable direct trade

Smallholder farmers often struggle to participate in direct trade due to limited market access, infrastructure challenges, smaller production volumes, and the high cost of certifications. Financial barriers, lack of knowledge, and uncertainty about forming close relationships with roasters also prevent them from benefiting from the potentially higher returns that direct trade can offer.

Similarly, smaller-sized roasters and importers can face a number of challenges when sourcing from different origins, especially if they buy lower volumes. Exporting partners like Those Coffee People can serve as a bridge between these producers and roasters, offering logistical support and a platform to foster long-term partnerships rooted in transparency and sustainability.

Key supply chain actors, producers, exporters, and roasters all have a responsibility to fulfill their obligations when buying coffee through direct trade.

“For producers, this means maintaining high standards and delivering on promises, having a firm grasp of their numbers, providing accurate quotes promptly, and, where necessary, shouldering basic financing responsibilities to maintain smooth transactions,” Andres says. “For roasters, it means understanding the realities of direct trade, such as higher shipping costs and potential variations in product quality. Roasters need to acknowledge that exceptional, non-washed coffees will never be entirely defect-free and perfectly consistent from one harvest to the next.”

Many external factors influence coffee quality and flavour profile, ranging from rainfall to temperature. Producers have little to no control over these variables, which means roasters have to anticipate that no two coffees will taste exactly the same.

“Climate change presents significant challenges, and those who value sustainability and long-term partnerships must be prepared to embrace these natural variations, trusting that the quality and character of the coffee remain unmatched,” he adds.

Maintaining diversity

Specialty coffee thrives on its diversity of origins, processing methods, and flavour profiles. But this is at risk without opportunities to buy directly from origin, especially as consolidation continues in the green coffee trading sector.

“Without direct trade relationships, the industry risks becoming homogenised, with offerings limited to coffees that are convenient and profitable for large-scale farms to produce,” Andres says. “Roasters who engage in direct trade stand to gain a number of benefits that extend beyond just sourcing high-quality coffee. Many small specialty farms are innovating to differentiate themselves, which means roasters have a wide range of coffees to choose from.”

Planting a range of different varieties and developing advanced processing methods to create specific flavour profiles can help producers stand out in the market, offering roasters a more diverse array of coffees.

“This accessibility is crucial for maintaining a diverse and competitive coffee market, where small farms can thrive alongside larger operations,” Andres adds. 

Paula Concha is a producer at Finca Santa Elena in Ciudad Bolivar, Colombia, who works with Those Coffee People. “Long-term relationships with roasters who care about direct trade have allowed us to plan for the future with confidence,” she says. “Without this commitment, we’d be at the mercy of market fluctuations, unable to invest in our business.”

Avoiding the dilution of direct trade in marketing

Since the industry’s inception, direct trade has shaped roasters’ sourcing practices and helped bridge the gap between producers and consumers. For these reasons, many celebrate the use of the term, emphasising how it promotes the positive aspects of specialty coffee.

It would be reductive, however, to claim that the direct trade model has no issues. The term has no formal definition or certification, meaning it can be challenging for consumers and roasters to understand what it truly entails. This can quickly escalate into a number of problems, namely that traders and roasters don’t necessarily have to substantiate claims of buying coffee directly from farmers and retaining more value at origin.

Without showcasing a valid and genuine commitment to fair and mutually beneficial buying practices, using the term “direct trade” in marketing can become hollow. Not only does this damage consumer trust and loyalty, but it also harms relationships with producers and coffee-growing communities.

Andres says like many other terms in the coffee industry, direct trade is at risk of being greenwashed and misused in marketing and branding.

“Direct trade is often used superficially in marketing, masking its true significance,” he tells me. “The term should represent not just a relationship between roasters and producers but a commitment to sustainability.

“When direct trade is used merely as a buzzword, it undermines genuine efforts made in the supply chain, leading to missed opportunities for true impact,” he adds. “Economic sustainability is critical for producers, especially for small farms that face increasing pressures from larger, industrial-scale operations.”

True direct trade has the potential to reshape the global coffee supply chain into one that is not only more sustainable but also more equitable.

To tap into this potential, direct trade needs to be more than a marketing buzzword. Roasters seeking to preserve coffee diversity and promote prosperity at origin must align with exporting partners who share a commitment to sustainability and transparency. Through these partnerships, roasters can build long-term relationships with producers that improve their economic stability.

Enjoyed this? Then read our article on why it’s easier for wealthier producers to grow specialty coffee.

Photo credits: Those Coffee People

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Alongside this recent resurgence, there is often an ongoing conversation in the industry about how roasters can successfully develop a balanced, consistent, and high-quality blend. There are seemingly endless factors to consider, such as origin, variety, roast profile, and the solubility level of each coffee. 

To get the best results, most roasters will roast each blend component separately, and then combine all coffees together – a practice known as post-roast blending. But are there other ways to blend coffees that are just as effective?

In today’s article, coffee professional Elizabeth Sturges explores this practice and questions how practical – or challenging – it could be for coffee shops and home brewers.

You may also like our article on specialty coffee blends: how exciting can they be?

Changing attitudes about blends

Blends have been a staple of coffee shop menus and roastery offerings for many decades now. For consumers who are looking for more classic flavour profiles, blends are often the most dependable and reliable option.

But at the same time, specialty coffee’s interest in blends has also been rising. And this has created new sensory experiences altogether. While we traditionally think of blends as containing at least two coffees sourced from different countries, specialty coffee has helped to broaden the definition to include:

• Various regions within a country
• Coffees from different producers in the same region
• Different varieties or processing methods from the same farm. In this case, we can refer to these coffees as single-origin blends

Similarly, blends have been historically perceived as being lower in quality than single origin coffees. These negative associations mostly stem from larger commercial roasters who typically blend arabica with lower-quality robusta to keep costs down.

This narrative, however, has changed in recent years – even at high-level competitions like the World Barista Championship and World Brewers Cup. Roasters, coffee shops, and competitors are now becoming much more thoughtful and deliberate when developing or serving blends.

For instance, 2023 World Barista Champion Boram Um used a blend of anaerobically fermented Gesha and natural Pink Bourbon in his milk beverage course. Italian competitor and 2023 WBC runner-up Daniele Ricci also used a blend of Colombian Gesha and Caturra sourced from the same farm.

During their performances, both competitors emphasised how blending their coffees helped to create a more balanced and well rounded taste experience – which even some high-quality single origin coffees may not be able to do on their own.

How do roasters usually blend coffees?

If you ask most specialty coffee roasters about how to best blend coffees, it’s likely they will say post-roast blending. This is when each blend component is roasted separately to achieve the optimal roast profile. Then, all the coffees are mixed together.

And there’s a reason for this practice. While pre-roast blending (when all components are roasted together) can be more efficient, it often leads to uneven roast profile development. This is because different coffees have different bean densities and sizes (as well as hardness levels), which influence how you need to roast them.

Denser coffee, for instance, typically contains more sugars and has a higher moisture content. To ensure proper roast profile development, you should roast these coffees for longer and in smaller batches.

The relationship between grind size & solubility

Grind size is a key variable when extracting coffee – both as filter and espresso. In simple terms, if your grind size is too fine, your coffee will be overextracted. As a result, there will be more bitter and astringent flavours, with a thinner texture, too.

Conversely, when ground too coarsely, water will flow too quickly through the bed or puck of coffee. This leads to underextraction, with sour flavours and a quick finish on the palate.

Finding the right grind size for every coffee depends on a number of factors. Generally speaking, it boils down to a particular coffee’s sensory profile – and trying to balance acidity, sweetness, bitterness, and mouthfeel as much as possible.

In a coffee shop setting, baristas need to continuously tweak grind size – especially for espresso – to serve balanced and high-quality coffee throughout the day. And this is particularly important when baristas need to add a new coffee to the grinder hopper, as it’s likely they will have to make significant changes to grind size to get the best results.

It can take some time to find the right grind size, even for experienced baristas. But one crucial factor to always take into account is solubility, which relates to how easily coffee can be extracted. Essentially, different kinds of coffee extract at different rates, which depends on a number of factors such as:

• Origin
• Variety
• Processing method
• Bean density
• Roast profile

For roasters, this has significant implications on how to create blends, ranging from selecting the coffees to developing roast profiles. All blend components must have similar solubility levels – otherwise the blend will taste both under and overextracted at the same time.

Exploring other ways to blend coffees

Given that grind size and solubility are integral to extracting excellent coffee, are there better ways for roasters to develop blends other than post-roast blending?

One technique could be blending coffees after grinding them. 

Let’s say we have a blend made up of two coffees. On their own, each coffee is likely to need a slightly different grind setting to extract the most balanced and well-rounded flavour profile. 

Suppose the grind setting is X for the first coffee and Y for the second. If roasters blend both coffees prior to grinding, the grind setting can neither be X or Y, as adjusting to either one may result in under or overextraction.

This is where post-grind blending could be a useful practice to create a more harmonious and balanced blend. The dose for each blend component would need to be ground separately, and then combined just before extraction.

Using the above example again, you can use grind setting X for the dose of the first coffee and grind setting Y for the second – before thoroughly mixing both doses together and extracting (whether as espresso or filter).

Is post-grind blending too impractical?

In theory, post-grind blending could help to achieve more balanced and consistent results when using blends. However, there are also many practical challenges that could be very difficult to overcome – especially in coffee shops.

As coffee needs to be ground fresh before it’s extracted, grinding separate blend components is likely to be far too time consuming and complex for most baristas to carry out. Moreover, without formalised training procedures, baristas may struggle to carry out this technique successfully – which could be detrimental to maintaining coffee quality.

Home brewers and coffee professionals could certainly try experimenting with post-grind blending to assess how this method might enhance the sensory experience of blends. Following any results, we could then gauge whether it would be possible to implement this technique successfully in coffee shops.

It certainly seems that post-roast blending still remains the most effective and practical way to develop specialty coffee blends. And with blends becoming more and more popular, roasters need to make sure that quality remains a key focus.

While post-grind blending could be a useful practice for home brewers and coffee enthusiasts, those who decide to use this technique still need to be mindful of the potential challenges – or risk reducing coffee quality.

Enjoyed this? Then read our article on how specialty coffee roasters can use blends to drive brand identity.

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At the same time, certifications are also useful marketing tools – efficiently communicating more ethical and sustainable practices to roasters and consumers. 

However, given that most producers don’t market their own coffees, understanding how certifications can retain more value in producing countries is essential.

To learn more, I spoke with three coffee professionals involved in Falcafé’s Neighbors and Friends Program. Read on to find out more about how certifications are used to market coffee.

You may also like our article on certifications and direct trade in the coffee industry.

The evolution of marketing in coffee

Although the coffee industry has certainly changed over the years, its current marketing model is largely a product of its history. In turn, many smallholder farmers don’t market their own coffee – and roasters handle the majority of marketing in consuming countries.

To better understand this, we need to consider the colonial history of the coffee sector. Throughout the 1600s and 1700s, European colonial powers established the coffee trade as we know it today. As the vast majority of coffee produced during this time was exported to Europe, marketing was targeted towards consumers rather than traders or roasters – albeit in a much more rudimentary form compared to today.

This trend of marketing coffee in majority consuming countries continued over the following centuries. During the 1700s and 1800s, coffee was branded as an “exotic” product. This means it came with a higher price tag that many people couldn’t afford.

However, at the turn of the 20th century, coffee businesses started to shift their marketing focus to meet changing demand. As convenience became a more important purchasing factor, more and more consumers expected their coffee to be roasted for them. At the same time, coffee also became more affordable and accessible to the masses.

In many major consuming countries since then, coffee marketing has continued its focus on the consumer. As such, almost by default, business-to-consumer marketing remains the responsibility of roasters and coffee shops. 

Ultimately, this means most of the value in the global coffee market is created after coffee leaves origin. This is because roasting adds significant value to coffee, after which it is marketed and sold. 

While there are some roasters in origin countries, because the majority are based in consuming countries in the Global North, this is where much of the marketing takes place.

What about specialty coffee?

The foundations of marketing strategies in the coffee industry have largely remained the same for centuries. However, that’s not to say the way coffee is marketed hasn’t changed – especially with the growth of the specialty coffee sector.

Humberto Florezi Filho is the CEO of Falcafé, a specialty coffee exporter in Brazil. 

“Generally speaking, with specialty coffee, there are more direct trade relationships between producers, exporters, and roasters,” he says. “The price of specialty coffee is also based on a wider range of factors, such as quality and flavour profile.”

There are many reasons for these changes, but evolving consumer demand has played a huge role. Now more than ever, consumers want to receive more information about coffee production, as well as knowing that farmers receive a “fairer” price.

Victor Fachinetti Vuolo is the Export Manager at Falcafé. He explains how demand for more information about producers and their coffees has increased in recent years.

“Traceability is becoming a very important factor in sourcing and marketing coffee,” he says. “Today’s specialty coffee consumer wants to know how the coffee was grown, who the producer is, and where the farm is located.

“Different processing methods have also had a big impact on specialty coffee,” he adds. “Over the past few years, there have been many new processing techniques, including controlled fermentation. This means roasters need to provide more information about coffee.”

How are certifications used in coffee marketing?

With a bigger focus on sustainability, quality, and traceability than ever before, certifications have started to play an important role in coffee marketing.

In theory, certifications can prove that a specific coffee is grown or purchased in an environmentally, socially, or financially sustainable way. Producers achieve this through implementing formal agricultural training programmes, as well as adhering to a strict set of protocols and standards.

For example, to receive the 2020 Rainforest Alliance certification, producers need to comply with a number of sustainable requirements. These include safe and healthy working conditions, environmental protection schemes, and no forced or child labour practices.

Other examples of prominent certifications in the coffee industry include:

• Fairtrade
• Organic
• 4C (the Common Code for the Coffee Community)

Over the past few years, several coffee companies have also launched their own private certification schemes. Some of these are:

• Nespresso’s AAA programme
• Starbucks’ C.A.F.E. practices
• Falcafé’s Neighbors and Friend Program

In turn, including certifications on packaging means roasters and other coffee retailers can more effectively showcase their commitment to ethical business practices. 

“Certifications help to assure consumers that the coffee they buy is grown sustainably and ethically,” Humberto tells me.

Moreover, research has shown consumers are willing to pay more for certified coffee. For instance, the Specialty Coffee Association found that people paid up to US $1.36 per pound (0.45kg) more for organic coffee – with interest in other certifications also playing a role in purchasing decisions.

How do producers benefit from certifications?

It’s certainly evident that roasters reap the rewards of selling certified coffee. But do the producers who have to adhere to these standards see similar benefits?

By obtaining certifications, producers can showcase a dedication to maintaining quality, sustainability, and fair labour practices. This can help to strengthen their branding, differentiate from competitors, and even gain access to different markets.

“Certifications demonstrate producers’ commitment to quality and safety,” Victor tells me. “It affirms that their business practices have passed specific and strict performance and quality assurance tests.”

In theory, this also means farmers can receive higher prices for certified coffees.

Gabriele Maia Teajs is a producer in Brazil involved in Falcafe’s Neighbors and Friends Program.

“If farmers meet all the criteria for the certification programme, they can get a better price for their coffee,” he says. “This means they can invest more in their farms, and also improve their quality of life.”

Overcoming challenges when obtaining certifications

When opting into certification programmes, there are clear advantages for producers. However, growing certified coffee can be both financially and logistically challenging.

The process of obtaining certifications is neither easy nor cheap, with extensive documentation, audits, and ongoing compliance involved. Ultimately, this increased level of administration can take time and attention away from core farming activities, such as irrigation and quality control.

Moreover, the fees needed to obtain and maintain certifications can strain producers’ already limited resources. This is especially important considering that coffee farmers are usually paid in a lump sum once a year when they sell their harvest, so finances need to be managed as effectively as possible.

It is therefore crucial that producers receive the right level of support when applying for and adhering to certification schemes.

In response to these challenges, Falcafé’s Neighbors and Friends Program was designed to help smallholder farmers achieve similar outcomes to more traditional certifications in a more accessible manner.

“The Neighbors and Friends Program provides one-to-one agronomic assistance, as well as offering training courses in partnership with Brazil’s National Service of Rural Learning (SENAR),” Gabriele says. In turn, producers have the opportunity to improve coffee quality and yields.

“With its expertise in the specialty coffee sector, Falcafé helps Brazilian producers to sell their coffees in many different international markets,” he adds.

Support in formalising agricultural best practices

For certifications to work most effectively, they need to have strict standards and requirements. To adhere to these successfully and sustainably, producers need to receive the right level of support based on their needs.

“When we share knowledge – such as choosing which varieties to plant in certain plots of land, proper fertiliser application and management, or best practices for drying coffee – farmers can benefit and maximise yields and quality,” Victor says.

Humberto agrees, saying that support can extend beyond farming practices.

“As well as providing training on how to reduce the use of pesticides and increase productivity, we also inform producers on how to take better care of their equipment and how to work in harmony with nature,” he explains. “This helps to improve the quality of life for producers, local communities, and coffee production in general.

“Moreover, when we provide this support, we don’t charge producers,” he adds. “This makes Falcafé’s Neighbors and Friend Program more accessible for smallholder producers.”

Certifications have played an integral role in coffee marketing, and will continue to do so in the future, too. At the same time, they are also part of much broader marketing strategies that highlight a wide range of factors, including origin, processing method, and sensory profile.

While it’s up to producers to implement stricter farming practices in line with specific certifications, the responsibility to support them in these efforts must be shared.

Enjoyed this? Then read our article on growing sustainability in the coffee supply chain.

Photo credits: Catenacom

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It’s fair to say that historically, the global trade of green coffee has typically favoured larger and more established importers and roasters. Moreover, it was often a complicated process – with plenty of logistics and bureaucracy to navigate.

However, thanks to the growing prevalence of technology and online platforms in the coffee industry, it is now easier and more streamlined than ever to buy green coffee. This is true for small and medium-sized coffee businesses, too.

To learn more about how green coffee trading has changed over the decades, I spoke with three people at Covoya Specialty Coffee. Read on for more of their insight.

You may also like our article on what a green coffee trader does.

How has green coffee been traded through history?

The way we buy and sell green coffee has changed dramatically in the past 100 years. However, in order to understand how, we first need to look back at the history of the global coffee industry.

The coffee trade as we know it today is traced back to colonial structures in the 17th, 18th, 19th, and early 20th centuries. For hundreds of years, European colonial powers established commercial systems to grow and export coffee in Caribbean, Asian, Latin American, and African countries. In many cases, this was to the detriment of indigenous and local communities, as colonial powers often forced them to work as slaves on coffee plantations.

Many of these former colonies have since gained independence and we have largely abandoned colonial trade structures. However, the effects still linger in parts of the modern coffee industry. This is especially apparent when we consider that millions of smallholder coffee farmers are unable to earn a living income.

Buying coffee

Alongside this, over the past few centuries, the trade of green coffee has largely been exclusive to a small group of larger multinational importers, exporters, and roasters who dominated the global coffee market. 

Mike Ferguson is the Chief Storyteller at Covoya Specialty Coffee – formerly known as Olam Specialty Coffee. The company rebranded in November 2022 to better represent its values and mission. 

“Since 1956, traders bought and sold coffee in very large lots by the container,” he says. “In previous years, nobody would sell to you if you couldn’t buy coffee by the container.

“Today, however, it’s difficult to imagine such a steep barrier to entry for small to medium-sized coffee roasters,” he adds. “But it wasn’t that long ago that if you wanted to be in the exclusive club, membership dues were counted in containers and not bags of coffee.” 

One of the most prominent people to help change this system was Erna Knutsen – who coined the term “specialty coffee” in the early 1970s. While working at coffee brokerage B.C. Ireland in San Francisco in the 1980s, Erna saw the opportunity to sell coffee by the bag, rather than just by the container. Ultimately, this had a huge influence on direct trade as we know it today, where roasters can buy as little as one bag from a farmer or co-operative.

Moreover, Erna also was a pioneer in making the global coffee industry more inclusive for women. Historically, the industry – especially on the green coffee trading side – was heavily male-dominated.

What about transporting green coffee?

Phil Schluter is the Managing Director at Covoya Europe.

“The transportation of coffee has undergone major change,” he explains. “In my great-grandfather’s day, everyone used boats to transport coffee. 

“If you wanted to visit coffee farms or overseas clients to buy or sell coffee, you had to take a boat, which would take weeks,” he adds.

The introduction of steamships and railways across Europe and North America helped to facilitate the transport of green coffee from producing countries to major ports in both continents. Furthermore, while most coffee today is still transported by boat (albeit faster than it used to be), air freight is also emerging as an option.

Containerisation

Ultimately, more accessible transport has played a profound role in the global trade of green coffee. Since the 1970s, containerisation has become the most common way to transport coffee by freight. This is when you use large containers to stack and transport goods.

When roasters transport coffee this way, they usually have to pay for the entire container – whether it’s full or not. However, roasters can partner with other companies to spread the costs, making it more affordable.

“Now, in the specialty coffee market specifically, there is often no need for futures or hedging, little need for currency hedges, and margins are sufficient to cover what can sometimes be minimal overhead costs,” Phil tells me. “We have also seen a proliferation of smaller traders who only offer coffee from as little as one or two origins.

“This helps to forge more direct trade links and allows companies to trade smaller volumes of coffee at respectable profit margins,” he adds. “Conversely, the more commercial end of green coffee trading has become less accessible – it continues to operate on much thinner margins, requires traders to buy and sell certain volumes, and there are increasingly complex compliance regulations.” 

How has technology helped to change green coffee trading?

Alongside these major changes in green coffee trading, technology has massively shaped how the global coffee industry operates. As well as making importing and exporting more streamlined and efficient, technology has also improved sustainability and transparency in the coffee supply chain.

The biggest change by far has been the emergence of the internet. Almost any coffee professional with access to the internet can now see plenty of relevant real time data. These includes market prices for coffee.

“All information which you would need to set up and run a coffee business is now widely available online,” Phil says. “This ranges from how to choose and source your green coffee to how to roast, brew, and serve it.”

Furthermore, the growing number of green coffee ecommerce platforms has made the trade of coffee much more accessible. People would trade green coffee over the phone or on paper prior to online platforms. 

Today, roasters and importers of any size have access to a wide range of coffees, including information on:

• Origin
• Processing method
• Variety
• Price
• Certifications

As part of these platforms, green coffee buyers can quickly purchase coffee, as well as ordering samples and downloading paperwork.

Ross Nicholson is the Ecommerce and Marketing Manager at Covoya Europe.

“The transfer of ownership of coffee is still the same as it was,” he says. “We are bound by central coffee contracts like the GCC (US) and ESCC (Europe), so when a roaster buys coffee online, the coffee is effectively ‘contracted’ to them.

“With our website, there is no need to exchange signed contracts to purchase, or exchange multiple emails with a trader to find out the information you need,” he adds. 

Technology & sustainability

Ross explains that online platforms like Covoya help to provide buyers with more information about green coffee.

“Information which adds value to specialty coffee – origin, farmers’ stories, and cup profile – can now be found in many places online,” he says. “Alongside cup quality, this added value can be passed onto consumers, which helps to differentiate specialty coffee from ‘commercial’ coffee, and means farmers can receive higher prices.”

With direct trade becoming more prominent in the coffee sector, facilitating a closer connection between roasters and producers has never been so important. Communications technology (such as WhatsApp and video calls) help with this when in-person visits might not be possible.

“A factor that has not changed is that the trade of green coffee has always been primarily about relationships,” Phil tells me. “To do it successfully, we need to understand both those who grow and supply the coffee, as well as the people we sell to. 

“Green coffee suppliers like Covoya can only do that if we build relationships and trust,” he adds.

Why is it important that we democratise green coffee trading?

The global coffee industry’s increasing reliance on technology has been instrumental to its changes for the long term. However, why is it still so important that the trade of coffee green coffee remains open and accessible?

“Many coffee farmers still live in poverty, while many coffee professionals in the Global North occupy positions of relative privilege,” Ross says. “One of the most effective ways to change this is to diversify market access and scale our ability to share the stories and relationships which add value to coffee.

“If the barriers to entry in the specialty coffee sector are lowered, and the voices we hear can become more diverse, then coffee professionals can thrive and innovate sustainability for many decades to come,” he adds. 

Mike agrees, saying: “The more information and data that is shared across the supply chain, the more equitable the coffee industry can be.

“Covoya’s online green coffee platform plays an important role in this way as it dismisses the historic concept of exclusivity, and helps to break down barriers for small and medium-sized roasters who want to buy bags of coffee,” he adds.

Mike emphasises that green coffee trading has become much more straightforward for small and medium-sized roasters over the past few decades.

“Even if you are new to roasting, or operate a very small roastery, you can buy green coffee,” he tells me. “Fifty years ago, there was almost no such thing as a start-up coffee roaster.

“Technology allows us to serve those very small roasters as they grow from selling bags of coffee to pallets to containers,” he adds.

Naturally, scaling is important for a roaster of any size in order to stay profitable. However, the level at which each individual needs and wants to scale can differ widely. 

Improving access for smaller-sized roasters

“The process of buying green coffee has been simplified to make discovering new coffees and finalising a purchase far more efficient,” Ross says. “Covoya’s platform streamlines this process. Firstly, with ‘discovery’, roasters can browse our full catalogue with live available inventory. 

“Every coffee has a unique page with information about the lot, terroir, producer, and region, as well as accompanying photos,” Ross continues. “Roasters can also request free samples, and when they are ready to buy, they can arrange delivery to their roastery with all logistical costs included at checkout.”

In turn, accounting for these differences is essential to keep green coffee trading accessible and inclusive – which Mike Ferguson discusses on the Getting Started with a Green Coffee Supplier episode of Covoya’s The Exchange Extra Shot podcast.

“Covoya aims to support our suppliers and buyers as they grow,” Phil explains. “We share our collective knowledge with those we work with to ensure that we trade in an equitable way.”

It’s no understatement to say that technology has revolutionised how we buy and sell green coffee. Coffee trading is now arguably more efficient and transparent than it ever has been. Moreover, there are certainly fewer barriers imposed on smaller roasters and importers than in previous years.

Similarly, we can also bridge the gap between producers and roasters.

“The farmers we work with around the world have their own experiences and challenges,” Phil concludes. “Roasters and consumers do too, so the more we can connect the supply chain and share stories, the more value we can add to coffee.”

Enjoyed this? Then read our article on simplifying green coffee grading.

Photo credits: Covoya Specialty Coffee

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Please note: Covoya Specialty Coffee is a sponsor of Perfect Daily Grind.

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