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Filtering by Tag: direct trade

Why Do Roasters Go To Origin?

Paul Haworth

It may seem like a silly question, but let's really think about this. Obviously, there is more than one reason for a coffee roaster or buyer to travel to where their product is actually grown. There are three main categories of motives we can discuss. First is the qualitative element; a buyer will be able to taste many coffees and earmark the handful that fit his or her requirements. Second, we have the marketing aspect. Being able to say that you met a farmer and bought their coffee is very impressive. Finally, there is the rejuvenation of passion that can only be attained in an environment of origin.

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