Trading How High Coffee Prices Drive Direct Trade?
High coffee prices have shaken the global coffee industry, placing unprecedented pressure on roasters and reshaping how the value of direct trade is perceived. Once regarded primarily as an ethical practice to promote fairness and transparency, direct trade has now evolved into a powerful business strategy — one that offers roasters more control in an increasingly volatile market.
The Shift from Ethics to Economics
In the early days of specialty coffee, direct trade was widely celebrated as a socially responsible sourcing model. …


