The coffee business builds on a largely unequal and extractive trading system. Farmers create the most value and earn barely enough to make a living.​ Value chains are opaque and to a large degree informal, with a lot of middlemen claiming their share.

We want to move the industry to a balanced model that secures the future of coffee.​

By establishing a direct marketplace, farmers get access to markets and information and decide the price. Consumers get a great experience, including direct interaction with farmers, detailed information about the product and high-quality coffee, of course.

A direct market platform is fully developed and operational in two markets.