Coffee has a rich history, deeply woven into the lives, cultures, and economies of people across the world. Yet, despite its long-standing presence and the fact that millions of us enjoy a daily cup, coffee as an agricultural crop is often referred to as the “orphan crop”—a crop that receives minimal attention in science, research, sustainable development, investment, and farmer organization support.

In the traditional coffee trade, producers frequently receive less than the cost of production, making it nearly impossible to earn a living income. This system forces farmers to prioritize cost-cutting over quality, leading to unsustainable practices that degrade both the farm and the environment. Shockingly, over 90% of the world’s coffee is still traded within this degenerative model, where short-term survival takes precedence over long-term sustainability.

But change is happening. By paying more, fostering direct collaboration, rewarding quality, sharing knowledge, and integrating farmers into global networks, we see a profound shift. Producers begin to cultivate not just coffee, but consistently better coffee—with higher cupping scores, improved sustainability, and a future where both farmers and consumers benefit.

And ultimately, this fuels a coffee experience where the progress is collective. Better flavor, better livelihoods, and a better future for all.

Too idealistic? It’s worth a shot!